Strategy
Marketing Funnel
The model that describes the journey from stranger to customer, from awareness (top) to purchase (bottom).
By Tanguy De Keyzer · Founder & digital strategist
What is a marketing funnel?
The marketing funnel describes the journey someone travels from stranger to customer. At the top, many people enter who are just discovering your brand; at the bottom remain the few who actually buy. The funnel makes visible where your prospects drop off.
The classic stages
- Top of funnel (TOFU), awareness: people discover you exist.
- Middle of funnel (MOFU), consideration: they compare and dig deeper.
- Bottom of funnel (BOFU), decision: they choose and buy.
Why it is useful
By measuring per stage where people drop off, you know which step to fix. Sometimes the leak is not in more traffic, but in a weak consideration stage or a clunky purchase process.
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