How does the Marketing Funnel Work from Top to Bottom? Marketing funnels serve as a visual representation of the process of turning leads into customers, as seen from the perspective of marketing (and sales). According to Better business bureau UK, marketers cast a wide net to gather as many prospects as possible, and then slowly nurture them through the buying decision process, narrowing them down at each stage in the process.
Marketing funnel stages and conversions Awareness: Through marketing campaigns and consumer research and discovery, potential customers are drawn into the awareness stage of the marketing funnel. Information is collected here, and leads are gathered into a lead management system so they can be nurtured further down the marketing funnel. Lead generation takes place here. Interest: When leads are generated, they move to the interest stage, during which they learn more about the company, its products, and any helpful information it provides. The lead database is an excellent opportunity for brands to introduce themselves and develop relationships with their potential customers. Emails, content that is tailored to specific industries and brands, classes, newsletters, and more can be used to nurture leads. Consideration: Leads are transformed into marketing qualified leads during the consideration stage and are viewed as prospective customers. Using automated email campaigns, marketers can provide prospects with more information about products and offers, while nurturing them with targeted content, case studies, free trials, and more. Intent: It is necessary for prospects to demonstrate their interest in purchasing a brand's product in order to get to the intent stage. Taking part in surveys, watching product demos, or adding a product to the shopping cart on an eCommerce site allows marketers to make their case for why their product is the best choice for buyers.
How does the Marketing Funnel Work from Top to Bottom? Evaluation: A brand's product or service is evaluated by buyers to decide whether to purchase it. Marketing and sales work together closely to nurture the decision-making process and persuade the buyer that the product is a good buy.
Purchase: The last stage of the marketing funnel is where a prospect makes a decision to buy and becomes a customer. Here, sales handle the purchase transaction. According to the Better business bureau alternative, when a buyer has a positive experience, it can lead to referrals, which fuel the top of the marketing funnel, and the process continues.