The Marketing Funnel, sometimes referenced as the Customer Lifecycle, is the combination of marketing actions a business takes to narrow an audience of prospective customers into an active customer base. 

Every business needs to understand their marketing funnel in order to get maximum value conversions as efficiently as possible.

There are 6 stages of this funnel:

Stage 1: Awareness

In this stage, a buyer is searching for information regarding a need or a problem they are looking to solve. Your objective is to let these potential buyers know your business exists. 

To target customers at this stage, you should: 

  • Produce informational content and share with prospective customers via blogs, posting on forums or on social media, hosting events, attending trade shows, hosting pop-up shops, or even reaching out to popular influencers or prominent voices in your target audience. 

  • Many of these actions can be tracked using Trackable Links, but the best way to measure this will be through changes in site traffic. 

  • We recommend using traffic-pushing features like Facebook Campaign Services, Prospecting Adroll Ads, or Audience Expander, while allow you you can measure your cost per new visitor, cost per click, or even just your overall list growth to measure success.

Stage 2: Interest

Now the buyer is interested in your content, but wants more information about your company and its products. They are beginning to know and like you and might be ready to share their contact information in exchange for more tailored content. 

Now that you have the buyer’s interest, this is an opportunity for collecting new subscribers and sharing valuable and actionable content to demonstrate your expertise and build the buyer’s trust. 

To target customers at this stage, you should:

  • Utilize your Signup Form and Embedded Forms to gather their email address and other important info.

  • Turn on a Welcome Automation Flow to make a good impression on your new subscribers.

  • Collect product reviews and/or customer testimonials on your website and social media profiles, so these prospectors can reference these.

  • If you are using Onsite Abandonment, ensure that you have an email designed and turned on to follow up with non-subscribers who visit the site to entice them back to your store.

Stage 3: Consideration

The potential customer has shown interest in your store’s products, has engaged with your content in some way and is now likely to become a customer in the near future. They might start to explore your competitors at this stage to ensure they choose the best product.

To target customers at this stage, you should:

  • Run a retargeting campaign aimed towards customers who leave your site, but have not made a purchase yet. As they do more research on the competition, your retargeting ads will follow them around the internet or on social media so that you maintain name recognition with your customer.

  • This is also where your Email Campaigns can really make the difference. Highlighting your unique product attributes, sharing user generated content or product reviews, and answering commonly asked questions is the best way to set yourself apart as the best choice.

Stage 4: Intent

Here your prospective customer does some specified activity that demonstrates their intent to buy your product, like adding something to their cart.

To target customers at this stage, you should:

  • Activate your Abandoned Cart Automation Flow and use both Facebook Messenger and Email Actions to follow up in a timely manner if they abandon their checkout.

  • For your Email Actions, you will want to have a series of emails if possible to give a couple of reminders and even look into segmentation based on whether they opened your previous emails or offer an incentive if they have never purchased from you before.

Stage 5: Evaluation

By stage 5, your customer is making their final decision about whether to buy your product or not. They evaluate the product, price, and policies and are looking for a hassle-free checkout experience. 

To target customers at this stage, you should:

  • Utilize click-level reporting and other behavioral segmentation like Did/Did Not Open and Did/Did Not Click on your Email Campaigns as well as your Automation Flows. Tailoring any additional messages at this stage shows that you are a sophisticated marketer and helps builds trust with your customer.

  • Ensure your checkout process is easy to understand, easy to complete, and that important information about shipping costs, expected delivery windows, and returns/exchange policies are easy to find. Have family and friends place test orders if you are looking for feedback on the experience.

  • Look at larger brands too to see what works and what doesn't, and see how you can improve your process.

Stage 6: Sale & Nurture

This is the final stage of the marketing funnel. Your potential buyer has turned into a customer and you have made the sale. Congratulations! 

Remember that a positive follow-up experience post sale leads to product reviews, testimonials, word-of-mouth organic customers, and increased traffic - all things that you needed at earlier stages to get your customer here now.

To target customers at this stage, you should:

  • Nurture customer relationships with your After Purchase and Winback Automations.

  • Send recommendations for additional products they might like either via Product Recommendations in your Automation Action or through Email Campaigns using Custom Segments built on product and purchase criteria as filters on your Subscriber lists.

  • If you sell a consumable item that needs to be re-ordered regularly, make sure you have a Replenishment Automation set up for specific products to proactively reach out reminders to re-order.

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