What are Funnel Stages?

Funnel stages are the steps a prospect goes through from first contact to customer and beyond. Each stage calls for different marketing efforts, different content and different metrics. Mastering every stage is essential for a profitable marketing funnel.

TOFU: awareness

At the top of the funnel, the prospect does not yet know you exist or has not yet pinned down their problem. SEO, content marketing and social media are the main channels. KPIs: reach and organic traffic.

MOFU: consideration

In the middle of the funnel, the prospect compares options. Lead magnets, email sequences and remarketing are effective. KPIs: leads and open rates.

BOFU: decision

At the bottom of the funnel, the prospect is ready to buy or send an enquiry. Social proof, customer cases and a strong CTA are decisive. KPIs: conversion rate and CPA.

After the purchase: retention and advocacy

Satisfied customers generate UGC, referrals and repeat purchases that feed the funnel again. The customer lifetime value rises as your retention improves.

How do I know which funnel stage a lead is in?

Through behavioural data: which pages have they visited, which emails have they opened and which content have they downloaded?

Can I move leads through the funnel faster?

Yes, through targeted drip campaigns and relevant content for each stage. More at developers.google.com/search.