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Marketing Funnel: How It Works and Why It Matters

The marketing funnel, often referred to as the sales funnel, is a framework that illustrates the journey a customer takes from awareness to purchase. These funnels are essential tools to understand the why some potential customers become actual customers, and some don’t. The funnel – as it is called – highlights the reducing number of people as we move closer to a purchase. And this indicates the only the highest-quality leads are filtered till the end. The analytics behind the funnel makes it easier for brands to target the right people, provide them with relevant information, and move them closer to making a purchase.

The key components of a marketing funnel


At the top of the funnel, this is the stage where your goal is to cast a wide net and reach as many potential customers as possible. Spreading awareness about your brand, products or services, content marketing, social media advertising, and SEO play a significant role. When customers come across what they want, they spend time understanding it and look forward to engaging with the brand further. Being among the top digital agencies in India, we recognise the importance of crafting a compelling brand presence to capture the attention of your target audience.


How about a free e-book on digital marketing essentials in exchange for an email address? The deal doesn’t sound bad at all. This is what the second stage of the marketing funnel comprises of – offerings that pique people’s interest and encourages them to engage with your brand. Valuable content marketing assets such as webinars, guides, etc., brings interested audiences closer and works as a spark that sustains their interest. 91%1 of B2B marketers use content marketing to reach customers.


At this point, prospects are actively evaluating your product or service. They might compare your offerings with competitors, read reviews, and seek more information. Providing case studies, product comparisons, and user-generated content can sway their decision in your favor. As a digital agency in Delhi, we are well-versed in providing the information and insights that matter most during this crucial phase.



The average global shopping cart abandonment rate is approximately 69.57%2, and this is rather worrisome. In the conversion phase, prospects become customers by making a purchase, signing up for a service, or taking a desired action. However, the smallest of misses in providing the right information to your audience can bring their journey to a halt. To ensure that you don’t add to the above statistic, optimise your checkout process, offer personalised recommendations, and implement retargeting ads for those who showed interest but didn’t convert.



After conversion, the only focus is to retain customers and build long-term relationships, leading to repeat purchases and advocacy. Email marketing, loyalty programs, and exceptional customer service can foster loyalty and encourage repeat business. Returning customers represent only 8% of website visitors but drive 41% of revenue1. Being among the top digital agencies in India, we employ strategies that nurture customer relationships and drive brand loyalty. In conclusion, the marketing funnel is a dynamic framework that guides customers from initial awareness to becoming loyal advocates. Understanding its stages and leveraging them effectively can significantly impact your digital marketing success.

Sources: 1 – Content marketing Institute, 2 – Invesp, 3 – Adobe

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