Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Defining the Marketing Funnel

1,671 views

Published on

Defining the marketing funnel and applying it to your content marketing efforts.

Published in: Marketing
  • Be the first to comment

Defining the Marketing Funnel

  1. 1. Defining the Marketing Funnel TOFU: It’s more than a jiggly soy protein. Alexa Schirtzinger Director of Content Marketing, Salesforce @aschirtz
  2. 2. The Marketing Funnel TOFU MOFU BOFU
  3. 3. TOFU MOFU BOFU Defining the Funnel TOFU Goal: Awareness • Engage suspects & prospects • Minimize product mentions • Keep it interesting & informative MOFU Goal: Consideration • Turn prospects into leads • Include high-level product info to address prospects’ pain points BOFU Goal: Purchase Decision • Turn leads into customers • Focus on product/solution benefits
  4. 4. TOFU MOFU BOFU Content Marketing Priorities TOFU Goal: Awareness • Engage suspects & prospects • Minimize product mentions • Keep it interesting & informative MOFU Goal: Consideration • Turn prospects into leads • Include high-level product info to address prospects’ pain points BOFU Goal: Purchase Decision • Turn leads into customers • Focus on product/solution benefits 70% 20% 10%
  5. 5. Content & Distribution Content What is it? Blog post Slideshare E-book Video/webinar White paper Demo Distribution How do you get to it? Social media Display ad Blog/website Search engine Email Event
  6. 6. Mapping to the Funnel Content What is it? Blog post Slideshare E-book Video/webinar White paper Demo Distribution How do you get to it? Social media Display ad Blog/website Search engine Email Event TOFU MOFU BOFU
  7. 7. TOFU MOFU BOFU Example: Salesforce Content TOFU Goal: Awareness • Engage suspects & prospects • Minimize product mentions • Keep it interesting & informative MOFU Goal: Consideration • Turn prospects into leads • Include high-level product info to address prospects’ pain points BOFU Goal: Purchase Decision • Turn leads into customers • Focus on product/solution benefits
  8. 8. Ready to become a content marketing ninja? Download our e-book!
  9. 9. thank y u

×