Convert traffic into leads using proven techniques for landing pages, email flows and retargeting.
Your marketing funnel is the engine that drives your business growth. In this module, we'll take a deep dive into each stage of your funnel, from attracting leads to converting them into customers. You'll learn how to identify and fix leaks in your funnel, optimise your landing pages and forms, and nurture your leads to increase conversions.
Learn how to build and improve your B2B site with better structure, copy, CTAs and conversion-focused UX decisions.
See playbookBuild email workflows that keep leads engaged and moving, using examples from HubSpot that apply across any automation tool.
See playbookSend behaviour-driven messages across email, push and SMS with logic tailored to your B2B funnel.
Manage complex customer journeys with robust lead scoring, personalisation, and full-funnel attribution built for scale.
Nurture leads at scale with advanced campaign logic, deep CRM integrations and reporting for global teams.
Email and SMS flows built for DTC brands with deep segmentation and revenue attribution baked in.
Send smarter emails, track results and automate your customer communication without enterprise bloat or pricing.
Design, automate and send email campaigns with templates and audience insights built for simplicity.
Build smarter email journeys, automate follow-ups and align your sales and marketing around pipeline-driving campaigns.
Guide continues below.
Watch my screen and follow the exact 12-step framework I have taught to 1500 marketers, turning small ad budgets into big results.
Free course
45 min
English, Dutch
Turn CRO into a repeatable, collaborative workflow that consistently improves your funnel.
Get your first structured test live—from copy or design to data setup and measurement.
Structure your nurture flow with clear triggers, delays and personalisation that feels natural and timely.
Set up a timeless email series that delivers ongoing value, educates prospects and keeps your brand top of mind.
A pile of test ideas won’t help you grow. Prioritise by impact and feasibility to test smart.
Build a smart email nurture strategy that matches your funnel stage and turns leads into pipeline, not unsubscribes.
Use results to fuel your next round of tests, refine your backlog, and share learnings across teams.
Build trust and relevance by showing who you help, what you stand for and why you’re the right partner for your prospect.
Reduce drop-off by making your contact page frictionless, trustworthy and clear on what happens next after submission.
Streamline your demo request page to reduce drop-offs and increase qualified leads ready to take the next step.
Improve your homepage structure, copy and calls to action to make it instantly clear what you do and why it matters.
Improve clarity, visuals and CTAs to make your lead magnet or product page convert casual browsers into active leads.
Help prospects self-qualify with a pricing page that explains value clearly, handles objections and supports conversions.
Follow up after demos with a short series that answers questions, reinforces value and drives momentum.
Use heatmaps, recordings and survey data to uncover friction, confusion and blockers that hurt your conversion rates.
Reconnect with cold leads using messages that feel helpful, not desperate — and revive interest.
Review each funnel step to find where users drop off and why — then prioritise fixes with the biggest revenue impact.
Bridge the gap between marketing and sales with a nurture flow that prepares leads before the first call.
Create a strong first impression with a welcome flow that builds trust and sets expectations for new leads.
Learn to write emails that are opened, clicked and replied to — using clear structure, relevance and strong copy.
AIDA maps buyer journey: attention, interest, desire, action, letting marketers craft messages that guide prospects from first glance to paid conversion.
Map and refine each touchpoint to create seamless, engaging customer experiences.
Use heatmaps to track user behaviour and optimise your site experience.
Master lead generation techniques to fill your pipeline effectively.
Automate workflows and campaigns for increased marketing efficiency.
A marketing funnel is a visual way to describe how unknown people become paying customers. At the wide top you attract strangers; in the narrowing middle you build trust and capture contact details; at the narrow bottom you persuade qualified prospects to request a meeting or proposal. The funnel model does not insist that every buyer takes an identical path, but it helps a team think in stages so each activity has a clear goal and metric.
Here you put the brand in front of likely buyers. Common channels include SEO, paid search, paid social advertising, outbound and inbound content. Success is measured in qualified visits, ad impressions and engagement not yet tied to individual names.
Visitors become leads when they fill a form, book a webinar or download a white paper. Email nurture, remarketing and webinars help you educate and prove authority. At this stage you score or segment leads, warming the best candidates for sales.
The prospect is evaluating options. Case studies, ROI calculators, live demos and personalised proposals give the final push. Metrics shift to meeting-booked rate, proposal acceptance and cost per opportunity.
Many teams buy more traffic when the real leak is a weak landing page or an unclear offer. A funnel map shows conversion at each step so you fix the actual constraint before spending more.
Marketing owns ToFu and MoFu, sales owns BoFu and the hand-off into the sales funnel. When both sides share the same funnel definitions, arguments about “lead quality” shrink and experiments target measurable gaps.
Different channels excel at different stages. Referral programmes thrive at MoFu and BoFu because trust already exists, while paid social shines at ToFu for awareness. Knowing the funnel stage lets you pick the right tool for the job instead of copying competitors blindly.
Revenue is a lagging metric. Funnel ratios—visitor-to-lead, lead-to-SQL—forecast revenue months earlier. Spot a mid-funnel dip today and you still have time to recover before the quarter closes.
List every touchpoint from first click to signed contract. Assign one primary metric per stage: unique visitors, leads captured, MQLs, SQLs, opportunities, closed-won. Calculate the baseline conversion rates.
If ToFu traffic is strong but only one per cent fill a form, focus on MoFu capture before buying more ads. If MoFu conversion is healthy yet few demos close, BoFu messaging or trust signals need work.
Each channel has its own conversion metric. For a paid search campaign that metric is click-through rate; for a landing page it is lead conversion rate; for a meeting scheduler it is meetings booked per visitor; for discovery calls it is qualification rate; for follow-up email it is open or click rate; and for a proposal it is signature rate.
Frame each change as a hypothesis: “Adding an industry case study will raise demo bookings from two to three per day.” Measure, compare and keep only what improves the stage without hurting downstream conversion.
As soon as one stage meets its benchmark, a new bottleneck surfaces. The funnel is never finished; the goal is constant, measured improvement.
The hand-off is the point where a lead meets a qualification threshold—budget, authority, need and timeline—and a sales rep takes ownership. If marketing stretches its remit into demo booking, ensure both teams use the same definitions so leads are not bounced back and forth. A clear service-level agreement often defines response times, required data and feedback loops.
Remember that after the hand-off the sales pipeline tracks revenue by deal stage and probability; the marketing funnel continues to optimise earlier stages.
A marketing funnel is a practical framework for turning strangers into sales-ready opportunities. Break it into the three classic stages—ToFu, MoFu, BoFu—map real metrics to each, and choose channels that fit the buyer’s intent at that moment. Focus on the weakest conversion ratio, run disciplined experiments, and revisit the map every month. When marketing and sales share funnel definitions, lead quality debates fade and the team concentrates on the shared objective: predictable, profitable growth.
Learn to make changes to the entire customer where it matters. Implement practical playbooks that get results in 90 days.