What is a marketing funnel?

A marketing funnel is a model of the customer's product or service selection journey. It represents the purchasing stages that people go through after learning about a company, a service, or a product.

The shape of the funnel illustrates the narrowing of the audience as they progress toward purchase. Even if you want to minimize dropouts, it is natural for some people to drop out at every stage. The highest quality leads will make it to the end.

The marketing funnel provides a simplified framework for marketing professionals and is used to:

• Understand the audience and adapt the focus accordingly
• Identify and address pain points in the customer journey
• Contextualize marketing results

This helps to create a more effective marketing strategy and achieve more sales.

Stages of a marketing funnel

Marketing funnels are built differently depending on the business needs. For example, B2B and B2C customer journeys tend to work differently.

One of the most used models is AIDA: Awareness, Interest, Desire, Action.

However, you can simplify any marketing funnel into three stages:

• Top of the funnel (ToFu):
  People become aware of the problems you can solve
• Middle of the funnel (MoFu):
  Potential customers want a solution and consider their options
• Bottom of the funnel (BoFu):
  Potential customers decide on a solution and become customers

How does it work?

• ToFu: Someone reads a blog article about how to sleep better and what types of mattresses are on the market.
• MoFu: The person becomes interested in purchasing a new mattress and begins to find out the different features and prices according to the article they read, and they begin to compare models.
• BoFu: Decide on the brand and model, and buy it at MercadoLibre.

This user is only part of the 2% of consumers ready to make a purchase and has gone through all of the funnel stages, but not all users are ready to buy and their decision may take longer.

At Qm, we take into account that 98% of potential customers who are not ready to buy yet: the ones who are interested but looking for more options, the ones who want to solve a problem but aren't sure about the perfect solution, or the ones who are just starting to search and are at a very early stage.

We specialize in this middle phase of the funnel, CONSIDERATION, where the 'battle for the consumer' is defined since it is at this stage where the user decides to move forward or not with the purchase.

Our methodology includes content creation, validations, registration of testimonials, lead magnets, and marketing automation to improve the entire process of monitoring these interested leads and gradually taking them from cold to hot so we can convert them into clients.

This methodology allows the performance costs of acquisition and retargeting to be significantly lowered on a paid basis. This gives more certainty to the potential client, providing them with relevant information that helps them make a more appropriate and quick decision, thus accelerating their purchasing decision.

Do you have a project for us to evaluate together? Request a meeting to tell you more about our process and experience.

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