3 Customer Journey Funnel Breakdown and the Related Marketing Activities

The sales funnel is the journey from consumer to customer.

It is a strong visual representation of where in the process customers enter and exit the sale.

The modern funnel has three key areas, and these stages should dictate your marketing activities.

Understanding the customer journey is the first step to effective marketing for your audience.

Top of the Funnel (TOFU)

The top of the funnel (TOFU) represents the earliest point in the customer sales relationship. It consists of the first contact that your marketing reaches customers when they first discover your business. This involves the “awareness stage.”

At the top of the funnel, the customer is just starting to look into a problem they are having. They may not even know what to call this problem, or what the root of it is. Instead, they know the symptoms they are experiencing and they’re starting to research the issue on their own.

At the top of the funnel, many potential customers find you essentially by accident. They are looking into an issue they are having, and maybe they make their way to your site. Another option is that they received a cold call.

Middle of the Funnel (MOFU)

In this stage of the sales funnel, consumers become leads. Leads are potential customers that show a lot of promise and interest.

Usually, in the middle of the funnel (MOFU), customers are doing research and evaluation to find out whether your company can be a solution for them. It’s during this stage that customer questions shift from being generic to more specific. Instead of “why is my dog not eating?” a customer might look into “symptoms causing my dog to lose their appetite?”

Content geared towards these ideal customers includes pros and cons lists, guides, and checklists. With enough persuasion, the customer can become qualified to make an educated decision.

Bottom of the Funnel (BOFO)

At the bottom of the funnel (BOFU), these leads already know exactly what they need. They are simply looking for the best provider, the best service, or the best solution. Generally, these customers want to see specific product content, demonstrations, and analyses. They may come into the sales transaction wanting to negotiate.

User Marketing Journey Infographic

The Engage 2 Engage Content and Automation for User Marketing Journey Infographic shares examples of the different content and automation activities that help guide the user to the next step of the journey as they progress through the stages of behavioral marketing.

Six Categories of Content and Automation Consideration

There are different content and automation activities that are broken out to focus on the different stages the user goes through during the marketing campaign journey. Here are 6 post categories, each with 3 blog articles:

Awareness Stage of TOFU

Here we are going to focus on Engage 2 Engage’s Content Workflow Diagram portion of Top of the Funnel (TOFU) when attracting, which from the infographic and links above is the Awareness Stage.

This sample Engage 2 Engage content map illustrates the top of the funnel (TOFU) marketing journey a visitor might possibly take when they are attracted to your message based on the buyer’s own interests and needs.

Engage 2 Engage’s goal during this stage is to provide you the right content message that you can push out to reach a niche pool of potential customers to achieve

  • brand awareness
  • lead generation

The TOFU stage is a prime time to increase your brand awareness. That’s why your brand image and credibility are so important. You’ll need a quality website and strong brand development to have any success with brand awareness.

To generate leads, later on, you must first reach the customers at the top of the funnel. Each lead presents an opportunity to grow your sales. It’s about making contact with untouched prospects and transforming them into leads.

This stage is absolutely crucial, not one to skip. While it seems tempting to try to rush people right into a meeting or contact page, you want to start building a relationship first. As early as possible, aim to create a strong customer experience.

The best way that you can improve the customer experience in this stage is to create powerful messages at every touchpoint. This means becoming more active on social media and making informative posts. It also means improving your search engine performance to draw in customers for whom you can address their general problems and concerns. Additionally, it includes creating effective campaigns that will generate more TOFU activity.

Engage 2 Engage is Here to Help!

Let us help you create a powerful communication strategy that resonates! It can be hard to pin down how to turn unreached customers into leads. Effective marketing is the secret sauce every funnel needs.

Creating awareness for your brand is the first step in a long series of actions represented by the sales funnel. There are many different methods for each business’ needs and Engage 2 Engage is here to help. Learn more about how our programs can help you today!


Learn how to

stay competitive

while marketing your brand and message…
when you don’t have the time, energy, or expertise!