Some individuals interchangeably refer to “marketing funnels” and “sales funnels”; in fact, some people merge the two words into one: the marketing sales funnel. These are actually two pieces of a larger whole. A business or organization’s marketing and sales departments each have distinct goals, and their corresponding funnels help them achieve those goals. Although the sales function is concerned with increasing the number of items or services sold, both initially and frequently, the marketing function is entrusted with building and nurturing a brand, raising awareness, and producing sales-qualified leads. Teams may work together to stay on task and provide the best possible customer service by using one to educate the other.

How to make use of a full funnel in your marketing

The marketing funnel is a useful structure for capturing consumers’ attention. Yet, client journeys and funnels are two distinct ideas. Customer journeys today hardly ever go from awareness to contemplation to purchase immediately. Customers can enter the funnel at any point or seem to skip many phases. To put it another way, few customer journeys will exactly match the funnel, even if it is a useful structure for ensuring that you are contacting clients along various pathways to buy.

A full-funnel marketing strategy takes into account all the possible ways that potential customers might connect with your brand, even if you might not be able to forecast the steps that consumers take before purchasing your goods. This might assist you in identifying engagement opportunities and reaching clients wherever they may be.

Measurement of full-funnel marketing

It is impossible to determine the efficacy of a brand’s full-funnel marketing plan without measurement and analysis. These three methods will help you evaluate and improve your full-funnel strategy.

1. Recognize how channels interact with one another.

Advertising via several channels may be a part of a full-funnel strategy to reach clients at any point in the funnel. For accurate measurement of the influence of each channel on a brand’s key performance indicators, it’s crucial to establish criteria for success early on (KPIs). The funnel’s phases each have their own success indicators.

1. Top-of-the-funnel (TOFU) 

TOFU analytics assess the following when advertisers need to raise consumer brand awareness widely:

unique click-through rate for attain completion (CTR)

1. Middle-of-the-funnel (MOFU) 

MOFU data show when customers are most likely to make a purchase. These metrics assess:

branded search index detail page views new-to-brand %

1. Bottom-of-the-funnel (BOFU) 

The marketing KPIs that evaluate and gauge the buying end of the funnel are as follows:

Customer acquisition costs (CAC), return on advertising expenditure (ROAS), advertising cost of sales (ACOS), and orders or units sold

Advertisers may maximise their spending at all points in the funnel by comparing TOFU, MOFU, and BOFU standards.

Using Amazon Attribution, companies can observe how non-Amazon media and marketing channels are influencing sales on Amazon. This information may be utilised to improve cross-channel advertising.

2. Create messages that are specific to the various phases of the purchasing process.

Brands can make sure they’re showing relevant advertisements and reaching viewers with the proper message based on where they are in the purchasing process by using an ad server. For instance, a business may use an ad server to set up a rule to display a different call to action (CTA) or picture to audiences who have previously visited their product than to audiences who haven’t. Because of this, businesses may interact with consumers at any point along the road to buy.

3. Evaluate the spending of peers

Brands may use a variety of strategies to see how their advertising expenditure compares to that of a large group of competitors in their product category. Knowing this may assist marketers determine whether they are over- or under-indexing on measures like sales, branded search, and other metrics.