What is a marketing funnel? [Definition & Steps]

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The marketing funnel is a way of visualizing your customers' purchasing journey. It highlights the different stages your potential customer goes through between the moment they discover your brand and the moment they buy.

Having a clear representation of the marketing funnel allows you to target your marketing campaigns and scenarios in a much more precise and relevant way. Its purpose is practical. Understanding your marketing funnel allows you to implement more “intelligent” and more effective marketing.

In this comprehensive guide, we will define what a marketing funnel is, what the different stages that make it up consist of – taking care, each time, to show the concrete interest of this tool.

Summary

What is the marketing funnel? [Definition + Examples]
Funnel, in French, translates to funnel. The marketing funnel allows you to represent the purchasing journey that leads an individual, a simple visitor to your website for example, to become a paying customer. Here is an example of a representation of the marketing funnel:

marketing funnel

With this representation, we understand why we talk about a funnel, a "funnel": by definition, not all visitors to your site will turn into customers. The top of the funnel is therefore always wider than uganda whatsapp data the bottom, and narrows as we move through the stages. This explains this somewhat bizarre term at first glance of "marketing funnel".

The marketing funnel is mainly used in B2B, where it allows to describe the stages by which a lead turns into a customer. The marketing funnel is made up of several essential stages, which describe both objective stages in the purchasing journey but also refer to the psychological dispositions of the individual who goes through these stages. We will come back to each of these stages in a moment.

The important thing to understand is that each of these steps must correspond to a specific marketing strategy and techniques. The marketing funnel allows you to adapt your marketing approach to the different stages of the purchasing journey.

Let’s take two examples to better understand things:

Example of a company without a marketing funnel
Samuel Novice is the head of a software publishing company. He is surrounded by a team of 10 salespeople. His company sells a single product, a single software. He is not very good at marketing… his sales process consists of sending his salespeople lists of leads that he has purchased on the internet so that they can contact them. The salespeople are a little annoyed… the leads that are sent to them are not always of good quality, to say the least… They end up calling people who a/ are not interested in the services offered by the company and b/ do not correspond to the company's target. In the end, less than 1% of the leads contacted are converted into customers…