1. What is a funnel?
  2. How is a funnel constructed?
  3. Which networks and ad types are working?
  4. What happens after the conversion?

On this particular Marketing O'Talk podcast that is part of the Search Engine Journal Network, host Greg Finn was joined by an all-star cast to explore the complexities of funnels, the differences between sales and marketing funnels, discuss funnel-level marketing and best practices, and more.


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You can also watch the video version of this podcast on the search engine journal's YouTube channel.

What is a funnel?

While a customer goes through their shopping trip with a company, they find themselves in a so-called funnel. This definition may seem simple, but there are many complications with funnels and how each individual interacts with them and how individual companies define these stages.


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Some of the most common funnels businesses will follow are sales funnels and marketing funnels that work hand in hand throughout the customer journey.

Glenn gives a great example of how good funnels are to work through, but they won't always be the same for everyone or every company.

"[Funnels are] an artificial thing … To me, it's a model of how we understand the way buyers buy a product … It's helpful, but it has its limitations."

Andrea gives a little more insight into how the same mindset may not work for everyone.

“The key when you think of a funnel is… you can't copy and paste it. It will be different for everyone, it will change from business to business … It's more of an art than a science. "

Mark agrees and shares an insight into his experience with customers.

“I've never worked with a single customer who shared the same definition of their marketing funnel or sales funnel. As I define it, I think more about where we're trying to get people on the sales side and what types of interactions we're trying to get from one perspective. "

How is a funnel constructed?

The team then discusses the structure of the funnels.

Common marketing funnel structures aim to get prospects to complete a specific sale in order to convert them into a lead or future customer

  • Top of the funnel.
  • In the middle of the funnel.
  • Bottom of the funnel.


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  • Awareness.
  • Intention.
  • Desire.
  • Action.

A common sales funnel structure aims to measure success and gives the sales team an idea of ​​how best to reach the prospect

  • To lead.
  • Qualified marketing manager.
  • Sales qualified lead.
  • Opportunity.
  • Customer.

It is important to understand the common sales funnel as a marketer so that the decisions made regarding marketing are in line with the data collected from the sales side and the impact of current efforts on prospects in the sales funnel.


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These structures and definitions can and will change depending on the company, views and goals.

Which networks and ad types are working?

The team then delves into which networks and ad types are driving funnel-based marketing initiatives to success.

Andrea explains that there are no specific ad platforms or types that will make an initiative an instant success, but rather that multiple platforms are used to target specific audiences throughout the funnel process.

What happens after the conversion?

After a prospect converts, the marketer's job doesn't end there! Supporting the sales team with marketing messages is extremely important so that they ultimately become customers.

Listen to the full episode for more tips and tricks on how to best use your funnels and succeed with the customer journey!


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Marketing O'Clock publishes new podcasts with digital marketing news every Friday morning, as well as in-depth discussions about Marketing O'Talk every week.

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Selected image source: Samantha Hanson


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