Marketing Funnel
📣 Campaigns
TOFU / MOFU / BOFU funnel with channels, messaging, metrics, tools, and retention stage.
---
template_id: marketing-funnel
template_version: 1
template_source: promptopoly-curated
template_mode: live
---
# Marketing Funnel — [Campaign Name]
Use this template to map how strangers become customers and how customers stay engaged. For each stage, define the entry criteria, the content or experience that moves people forward, and the metric that tells you whether the stage is working. Avoid vanity metrics; every number should connect to revenue or retention.
## Awareness
STAGE: Awareness
The goal of this stage is to make the right people aware that your solution exists. Focus on channels where your ideal customer already spends attention, and craft messaging that addresses a recognized problem rather than praising your product.
- Target audience: [define the segment you want to reach]
- Channel mix: [organic search, paid social, referrals, events]
- Core message: [the problem you solve in the customer's language]
- Content format: [blog posts, short videos, podcasts, reports]
METRIC: Reach — number of unique individuals exposed to your message.
METRIC: Engagement rate — clicks, shares, or comments divided by impressions.
KPI: Cost per qualified visit from each channel.
## Interest
STAGE: Interest
Once someone is aware, the next step is to earn their interest and permission to continue the conversation. This usually happens through content that educates, entertains, or provides utility without asking for a purchase.
- Lead magnet: [the free resource offered in exchange for contact data]
- Landing page: [the single page that explains the offer and captures data]
- Nurture sequence: [the automated follow-up that builds trust]
- Qualification criteria: [what makes a lead worth pursuing]
METRIC: Lead volume — number of new contacts captured per week.
METRIC: Lead quality score — fit based on demographics and behavior.
KPI: Cost per lead by channel and creative variant.
## Consideration
STAGE: Consideration
At this stage, prospects evaluate whether your solution fits their needs and budget. Your job is to reduce uncertainty with proof, comparisons, and clear answers to common objections.
- Comparison content: [how you stack against alternatives]
- Case studies: [specific results achieved by similar customers]
- Demo or trial: [the hands-on experience that proves value]
- Objection handling: [the top three doubts and your responses]
METRIC: Trial or demo start rate.
METRIC: Sales qualified lead conversion rate.
KPI: Pipeline velocity — average time from qualified lead to proposal.
## Conversion
STAGE: Conversion
The conversion stage turns qualified prospects into paying customers. This requires clear pricing, a low-friction purchase process, and often a direct conversation with sales or support.
- Offer structure: [packages, tiers, or custom pricing]
- Purchase flow: [steps from decision to payment confirmation]
- Risk reversal: [guarantees, refunds, or pilot terms]
- Sales enablement: [scripts, collateral, and CRM processes]
METRIC: Proposal-to-close ratio.
METRIC: Average contract value or first order size.
KPI: Customer acquisition cost fully loaded with marketing and sales spend.
## Retention
STAGE: Retention
Retention is where profitability is made or lost. Design onboarding, support, and ongoing communication to help customers achieve the outcomes they bought your product for.
- Onboarding flow: [the first 30-day experience that drives activation]
- Support channels: [where customers get help and how fast]
- Success milestones: [the moments that predict long-term usage]
- Expansion triggers: [signals that a customer is ready to buy more]
METRIC: Activation rate — percentage of new users who reach the first success milestone.
METRIC: Monthly churn rate.
KPI: Lifetime value to customer acquisition cost ratio.
## Optimization Notes
Review funnel performance at least monthly. Look for the biggest drop-off between consecutive stages and run experiments to improve that transition. Document every test, its hypothesis, and its result so the team builds institutional knowledge rather than repeating failed ideas.
- Current bottleneck: [the stage with the lowest conversion to the next]
- Next experiment: [what you will change and why]
- Expected impact: [the metric you expect to move and by how much]
<!--
template_meta:
id: marketing-funnel
version: 1
source: promptopoly-curated
mode: live
stages: 5
markers: [STAGE, METRIC, KPI]
-->
template_id: marketing-funnel
template_version: 1
template_source: promptopoly-curated
template_mode: live
---
# Marketing Funnel — [Campaign Name]
Use this template to map how strangers become customers and how customers stay engaged. For each stage, define the entry criteria, the content or experience that moves people forward, and the metric that tells you whether the stage is working. Avoid vanity metrics; every number should connect to revenue or retention.
## Awareness
STAGE: Awareness
The goal of this stage is to make the right people aware that your solution exists. Focus on channels where your ideal customer already spends attention, and craft messaging that addresses a recognized problem rather than praising your product.
- Target audience: [define the segment you want to reach]
- Channel mix: [organic search, paid social, referrals, events]
- Core message: [the problem you solve in the customer's language]
- Content format: [blog posts, short videos, podcasts, reports]
METRIC: Reach — number of unique individuals exposed to your message.
METRIC: Engagement rate — clicks, shares, or comments divided by impressions.
KPI: Cost per qualified visit from each channel.
## Interest
STAGE: Interest
Once someone is aware, the next step is to earn their interest and permission to continue the conversation. This usually happens through content that educates, entertains, or provides utility without asking for a purchase.
- Lead magnet: [the free resource offered in exchange for contact data]
- Landing page: [the single page that explains the offer and captures data]
- Nurture sequence: [the automated follow-up that builds trust]
- Qualification criteria: [what makes a lead worth pursuing]
METRIC: Lead volume — number of new contacts captured per week.
METRIC: Lead quality score — fit based on demographics and behavior.
KPI: Cost per lead by channel and creative variant.
## Consideration
STAGE: Consideration
At this stage, prospects evaluate whether your solution fits their needs and budget. Your job is to reduce uncertainty with proof, comparisons, and clear answers to common objections.
- Comparison content: [how you stack against alternatives]
- Case studies: [specific results achieved by similar customers]
- Demo or trial: [the hands-on experience that proves value]
- Objection handling: [the top three doubts and your responses]
METRIC: Trial or demo start rate.
METRIC: Sales qualified lead conversion rate.
KPI: Pipeline velocity — average time from qualified lead to proposal.
## Conversion
STAGE: Conversion
The conversion stage turns qualified prospects into paying customers. This requires clear pricing, a low-friction purchase process, and often a direct conversation with sales or support.
- Offer structure: [packages, tiers, or custom pricing]
- Purchase flow: [steps from decision to payment confirmation]
- Risk reversal: [guarantees, refunds, or pilot terms]
- Sales enablement: [scripts, collateral, and CRM processes]
METRIC: Proposal-to-close ratio.
METRIC: Average contract value or first order size.
KPI: Customer acquisition cost fully loaded with marketing and sales spend.
## Retention
STAGE: Retention
Retention is where profitability is made or lost. Design onboarding, support, and ongoing communication to help customers achieve the outcomes they bought your product for.
- Onboarding flow: [the first 30-day experience that drives activation]
- Support channels: [where customers get help and how fast]
- Success milestones: [the moments that predict long-term usage]
- Expansion triggers: [signals that a customer is ready to buy more]
METRIC: Activation rate — percentage of new users who reach the first success milestone.
METRIC: Monthly churn rate.
KPI: Lifetime value to customer acquisition cost ratio.
## Optimization Notes
Review funnel performance at least monthly. Look for the biggest drop-off between consecutive stages and run experiments to improve that transition. Document every test, its hypothesis, and its result so the team builds institutional knowledge rather than repeating failed ideas.
- Current bottleneck: [the stage with the lowest conversion to the next]
- Next experiment: [what you will change and why]
- Expected impact: [the metric you expect to move and by how much]
<!--
template_meta:
id: marketing-funnel
version: 1
source: promptopoly-curated
mode: live
stages: 5
markers: [STAGE, METRIC, KPI]
-->