A framework describing the customer journey from awareness to purchase.
The Marketing Funnel (also called the Sales Funnel or Purchase Funnel) is a model that describes the stages a potential customer goes through from first becoming aware of a product to making a purchase decision. Classic stages include: Awareness (TOFU — Top of Funnel), Consideration (MOFU — Middle of Funnel), and Decision/Conversion (BOFU — Bottom of Funnel). Modern funnels also include Retention and Advocacy stages after the initial purchase.
Understanding where prospects are in the funnel determines what content, messaging, and tactics are most effective. Top-of-funnel content (blog posts, social media) attracts awareness. Bottom-of-funnel content (case studies, free trials, demos) converts.
TOFU: A user reads a blog post about "how to choose a CRM". MOFU: They download a CRM comparison guide. BOFU: They request a product demo. Each stage requires different content and a different call to action.
The "dark funnel" refers to buyer research and decision-making that happens outside of tracked channels — word of mouth, Slack communities, Reddit, podcasts. It's called "dark" because it's invisible to traditional analytics.
Conversion Rate
The percentage of visitors who complete a desired action (purchase, signup, etc.).
Lead Generation
The process of attracting and capturing interest from potential customers.
Demand Generation
Marketing activities that create awareness and interest in a product or service.
Content Marketing
Creating and distributing valuable content to attract and engage a target audience.