The lead generation funnel model is the basis of most lead generation strategies in B2B and B2C digital marketing , but this is not always true: the evolution of the discipline and the techniques used have paved the way for new representations , such as the flywheel .
In this dedicated in-depth analysis, you will discover with us at france phone number library Lead Champion what the Lead Generation Funnel is and what phases it is divided into, together with two techniques – one based on customers, the other on the product – that can even… turn it upside down !
lead generation funnel
Lead Generation Funnel: What is it?
First of all, translated into Italian, the term “funnel” means “ funnel ”. The funnel, positioned from top to bottom, is a visual metaphor that represents the sequential path that the public takes towards a product or service.
The visual metaphor of the funnel is intended to convey a simple consideration: many people or companies will come into contact with your business, but only some will become customers .
The goal of effective lead generation is to ensure that the funnel has as little difference as possible between its initial and final stages, attracting as many customers as possible towards the conclusion of the sale .
TOFU, MOFU and BOFU
In the digital marketing field, the lead generation funnel is divided into three macro-phases:
Awareness : the initial stage in which the potential customer is becoming aware of having a problem or need;
Consideration : the “middle” phase in which the potential customer becomes aware of a possible solution, represented by the product or service;
Decision : The final stage where the prospect makes a decision about which specific solution to adopt.
Many companies make a common mistake : they focus exclusively on the final stage, that is, the direct acquisition of new customers, neglecting the natural path to conversion.
A well-constructed digital marketing strategy cannot ignore awareness , nor the intermediate phase in which a relationship with prospects matures thanks to the sharing of valuable content .
To understand how to implement an effective lead generation process, we must therefore be clear about the objectives to be pursued in each of the phases of the funnel.
For this reason we have analyzed in detail the three macro-phases of the lead generation funnel in as many in-depth articles:
