Definition: Funnel stages refer to the distinct phases a prospect goes through in their journey from first discovering a product or service to making a purchase. These stages help marketers structure campaigns, segment audiences, and measure conversion performance more effectively.
Use It In a Sentence: We mapped out our funnel stages to align our content strategy with each phase of the buyer’s journey.
Core Funnel Stages Explained
- Top of the Funnel (TOFU) — Awareness
- This is where prospects first learn about your brand.
- The goal is to attract as many relevant visitors as possible.
- Content types: blog posts, social media, display ads, educational videos.
- Metrics to track: impressions, reach, traffic volume.
- Middle of the Funnel (MOFU) — Consideration
- Leads begin evaluating solutions to their problems.
- Your job is to educate and qualify these leads.
- Content types: lead magnets, webinars, comparison guides, case studies.
- Metrics to track: email signups, content downloads, webinar attendance.
- Bottom of the Funnel (BOFU) — Decision
- Prospects are ready to choose a solution and need that final push.
- Your messaging should build trust and reduce risk.
- Content types: demos, testimonials, free trials, pricing pages.
- Metrics to track: conversion rate, sales-qualified leads (SQLs), bookings.
- Post-Funnel Stage — Retention & Advocacy
- Focuses on customer retention, upselling, and encouraging word-of-mouth.
- This stage builds long-term loyalty and increases customer lifetime value.
- Content types: onboarding emails, loyalty programs, referral incentives, user communities.
- Metrics to track: churn rate, customer satisfaction (CSAT), Net Promoter Score (NPS).
Why Understanding Funnel Stages Matters
- Improves Targeting: Tailor messages based on user intent.
- Boosts Conversions: Deliver content aligned with buyer readiness.
- Enhances ROI: Invest in strategies that move prospects through the funnel.
- Facilitates Measurement: Pinpoint where drop-offs happen.
More Definitions
- Marketing Funnel Stages: Explains each step of the customer journey.
- Lead Scoring: Ranking leads based on funnel readiness.
- Purchase Funnel: What is a purchase funnel? Learn how this model maps the customer journey from awareness to conversion.
Useful Blogs
- The Marketing Funnel: Stages, Strategies, & How to Optimize
- Not All Tops of Funnels Are Created Equal: Our Take
- What Sales Funnel Professor Is All About with Eddie Davis
- Building a B2B Sales Funnel: The Step-by-Step Guide
- Optimizing B2B Marketing Funnel Stages for Peak Revenue Conversion
- Sales Funnel Show Stoppers: How to Identify & Remove Them
Recommended Course
Want to understand the math behind funnel performance, attribution, and stage-to-stage revenue impact? Take the course Sales Funnel Theory: Attribution & Funnel Math:
