The document discusses how lean marketing works with a marketing funnel. The marketing funnel splits the customer journey into awareness, consideration, action, and nurture stages. Each stage of the funnel has its own lean marketing process and different tactics that also have their own process cycles. Tactics are divided into different channels and marketing assets that have even faster cycles. Micro learnings flow from the channel level to optimize each stage of the customer journey from awareness to nurture.

1. Lean marketing with a funnel
See the next slides for information how lean
marketing works with a marketing funnel.
4. ANALYSIS
3. MEASUREMENT
1. PLANNING
2. EXECUTION

2. AWARENESS
ACTION
CONSIDERATION
NURTURE
ChannelsTacticsCustomer journey
The customer journey through the
marketing funnel is split in awareness,
consideration, action and nurture.
Each stage of the funnel has its own Lean
Marketing Process.

3. AWARENESS
ACTION
CONSIDERATION
NURTURE
Targeted marketing
Retargeting
Purchase/goal completion
Adding information/value
Customer advocacy
ChannelsTacticsCustomer journey
Each stage of the funnel have different
tactics which have their own process cycle.

4. AWARENESS
ACTION
CONSIDERATION
NURTURE
Targeted marketing
Retargeting
Purchase/goal completion
Adding information/value
Customer advocacy
ChannelsTacticsCustomer journey
Each tactic is divided to different channels
and marketing assets. These also have their
own cycles that are faster.

5. AWARENESS
ACTION
CONSIDERATION
NURTURE
Targeted marketing
Retargeting
Purchase/goal completion
Adding information/value
Customer advocacy
The micro learnings flow from the channel level towards the funnel stage.
The customer journey
is optimized stage by
stage from Awareness
towards Nurture.
ChannelsTacticsCustomer journey