Marketing Foundations: The Marketing Funnel (2018)

Course details

Your goal as a marketer is to turn prospects into buyers. But there's a lot more than conversion to consider when talking about marketing. That's why the marketing funnel is such a popular representation of the customer experience. The funnel is the foundation for understanding the customer's journey on the path to purchase. It's a model all customers experience and it's incredibly important to your marketing foundation. In this course, expert Brad Batesole demystifies the marketing funnel and shows how to use it as a tool to help your campaigns succeed. Learn about the five unique segments of the funnel: awareness, interest, desire, action, and loyalty. Explore touchpoints and discover how to create campaigns that drive customers through the funnel. Plus, find out how to improve the performance of your funnel and evolve it to meet the changing needs of your business and your buyer.

Learning objectives
What is the marketing funnel?
Segmenting the marketing funnel
Mapping the buyer's journey
Creating a marketing sequence
Converting: Moving through the funnel
Improving the funnel
Evolving the funnel

Concepts

0. Introduction

01 - Guide to the marketing funnel

1. Marketing Funnel Basics

02 - What is the marketing funnel
03 - Segmenting the marketing funnel
04 - How is the marketing funnel used

2. Marketing Funnel Segments

05 - Funnel segment - Awareness
06 - Funnel segment - Interest
07 - Funnel segment - Desire or consideration
08 - Funnel segment - Action or conversation
09 - Funnel segment - Loyalty and advocacy

3. The Buyer's Journey

10 - Full-funnel marketing
11 - The truth about this path
12 - The buyer's journey
13 - Outside influences

4. A Marketing Sequence

14 - What is a marketing sequence
15 - Creating a marketing sequence
16 - A funnel scenario

5. Moving Through the Funnel

17 - Converting from awareness to interest
18 - Converting from interest to desire
19 - Converting from desire to action
20 - Converting from action to loyalty

6. Improving Funnel Performance

21 - Remarketing to customers falling out of the funnel
22 - Identify funnel leaks
23 - Improve the marketing funnel
24 - Increase attraction with human-centric branding
25 - Optimize curiosity with content marketing
26 - Increase brand affinity

7. Evolving the Funnel

27 - Rethinking the funnel
28 - B2B vs. B2C marketing funnels

Conclusion

29 - Continue exploring the world of marketing