Marketing funnels visually represent how companies convert prospects into customers through a multi-stage process. The top of the funnel focuses on attracting leads through paid ads and high-quality content. The middle works on converting prospects by offering discounts and collecting customer details. The bottom aims to retain customers by providing great service, referrals, and awareness programs. Companies should track metrics at each stage and tweak their strategy based on results to keep the funnel dynamic.

1. 5 Marketing
Funnel Basics
WHAT YOU SHOULD KNOW

2. What are
marketing
funnels?
A visual representation
of the process through
which a company turns
prospects into
customers

3. Top of the
funnel
Attract leads
Invest in paid
ads for
higher reach
Create high-
quality content
relevant to the
target audience
Do not expect prospects
to buy your product in
this stage

4. Middle of the
funnel
Convert
prospects
Offer discounts
and promos to
motivate your
buyers
Provide
information like
pricing and
return policy
Ask for customer details
through email, white-
papers, quizzes, etc.

5. Bottom of the
funnel
Customer
retention
Offer perks for
product
referrals to
reduce churn
Provide great
customer service
and after-sales
support
Launch awareness
programs to reinforce
the value of your
products

6. Track
progress
Marketing
funnel
metrics
Use metrics like
website visitors,
leads generated,
and conversion &
retention rates
Great examples include
Google Analytics and
EngageBay
Analytics
software help
monitor your
marketing
efforts

7. Keep the
funnel
dynamic
Tweak your
marketing strategy
if you did not get
the expected
results
Alter your marketing budget
or hire experienced digital
marketing professionals
Avoid strategies
that can end up
making your
marketing
funnel static

8. Have a look at an example of email
marketing automation in
EngageBay