Overview
-
Learn how the marketing funnel works. Use the funnel to explore the customer's journey on the path to purchase, and create more effective marketing campaigns.
Syllabus
-
Introduction
- Guide to the marketing funnel
- What is the marketing funnel?
- Segmenting the marketing funnel
- How is the marketing funnel used?
- Funnel segment: Awareness
- Funnel segment: Interest
- Funnel segment: Desire or consideration
- Funnel segment: Action or conversation
- Funnel segment: Loyalty and advocacy
- Full-funnel marketing
- The truth about this path
- The buyer's journey
- Outside influences
- What is a marketing sequence?
- Creating a marketing sequence
- A funnel scenario
- Converting from awareness to interest
- Converting from interest to desire
- Converting from desire to action
- Converting from action to loyalty
- Remarketing to customers falling out of the funnel
- Identify funnel leaks
- Improve the marketing funnel
- Increase attraction with human-centric branding
- Optimize curiosity with content marketing
- Increase brand affinity
- Rethinking the funnel
- B2B vs. B2C marketing funnels
- Continue exploring the world of marketing
