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Smart CRM Basics: The Marketing Funnel and Beyond

Learn how this simple framework helps marketers planing the journey their customers go through by learning about, engaging with, and buying from your brand

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Picture the marketing funnel as a framework that imagines the customer journey as a funnel. Its shape helps illustrate that as a customer advances across the different stages, fewer remain with the brand.

That’s just the reality of how it goes.

Plenty of brands use marketing funnels both in B2B and B2C organizations, making it one of the most used frameworks around.

When planning a marketing strategy based on a funnel approach, you should consider dividing the funnel into six key sections.

To get started, watch the 2:46- minute mini-workshop or read the transcript just below it:

Download the use case on Self-Optimizing Journeys >>

The Stages of the Marketing Funnel

Since its acronym spells AAARRR (like a pirate’s growl), the six marketing funnel stages at Optimove are also known as pirate metrics.

  • Awareness

Awareness metrics group together anything that takes place before a user is acquired. This can include page visits, paid and organic impressions, bounce rates and more.

  • Acquisition

Acquisition metrics include conversion rates, click-through rates (CTR), social engagement rates, and cost-of-acquisition.

  • Activation

Activation metrics are usually represented by product signups, freemium-to-paid rates, product-qualified leads, and lead-to-signup conversion rates.

  • Revenue

Relating to the paying customer, revenue metrics relate to monthly recurring revenue (MRR), annual recurring revenue (ARR), and customer lifetime value (C-LTV).

  • Retention

Retention metrics focus on measurements such as retention and churn rates, customer survivability, and payback period.

  • Referral

Referral metrics finally focus on measuring the customers who become brand advocates. (yay them!)

Automating the Marketing Funnel

Automating the marketing funnel allows marketers to scale their marketing operations while catering for customer preferences. It requires you to imagine an ideal set of steps a customer should take to move from one stage to the next. 

Visit the Optimove Product page or request a web demo, for a more dynamic approach to funnel marketing automation and orchestration – the kind that helps scale personalization and revenue.

The Final Word

The marketing funnel provides marketers with a simple framework to plan the journey that customers go through when learning about, engaging with, and buying from their brand.

Smart funnel marketing automation allows your brand to orchestrate multi-channel campaigns so that each customer receives the optimal message, always. 

If you want to learn more about the marketing funnel and how AI-mapped CRM journeys help scale its personalization and revenue, feel free to reach out at any time or visit the  Optimove Learning Center.

Don’t miss out on previous Smart CRM Basics:

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