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Glossary / Strategy & Sales

Marketing funnel.

The stages people move through from awareness to purchase.

What it means

The stages people move through from awareness to purchase. Often simplified to top, middle and bottom of funnel.

Related terms

Top of funnel (TOFU)Bottom of funnel (BOFU)

More in Strategy & Sales

Account-based marketing (ABM)Buyer persona Customer acquisition cost (CAC)Customer lifetime value (CLV)Fractional CMO Go-to-market strategy Ideal customer profile (ICP)Lead generation

Read more.

Articles that put Marketing funnel to work.

Cover illustration for the article “The B2B Marketing Funnel for a Company Under 50 People”

Strategy · 3 min read · Nick Irmo

The B2B Marketing Funnel for a Company Under 50 People

Small B2B teams do not need an enterprise funnel. A lean version: the few assets, channels and handoffs that turn strangers into pipeline.

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