Underlying framework for marketing function is the MARKETING FUNNEL. It rdescribes customers’ journey from their 1st (website or social media) visit to expressing an interest in your service or product.

Please note, that all in-funnel metrics can be considered as a leading indicator KPI for revenues.

1. Top of the funnel (TOFU): create awareness

Goal: create inbound visitors (web/app)

Activity: content marketing (website, landing pages, blogs), SEO, search ads, social media

Volume metrics: web traffic, impressions, monthly recurring customers, time on page, bounce rate, domain search ranking, followers, engagement (time, clicks, scrolls,…), content shares, cart value,

Efficiency metric: click through rate (CTR)

Financial metric: visitor acquisition cost

2. Middle of the funnel: generate consideration

Goal: engage prospects

Activity: content marketing, white papers, webinars, case studies, landing page for customer segments, downloadable content, newsletter

Volume metrics: total leads (signups), newsletter subscribers (+open rate), downloads

Efficiency metric: web visitors conversion to content-engagement

Financial metric: acquisition cost per download or signup

3. Bottom of the funnel: conversion MQL to SQL

Goal: marketing qualified leads (MQL)

Activity: convert prospects in (free) trial / demo, how-to-guide, feature & price comparison

Volume metric: total MQLs

Financial metric: MQL / signups