ABSTRACT
You’ve probably seen a traditional marketing or sales funnel where leads sources appear at the top of the funnel and customers are at the bottom. In between, the funnel has been segmented into linear steps, and at each stage a percentage of leads makes it through to the next stage. This process continues through each stage until a small percentage of the leads become customers
AWARENESS
INTEREST
NEED
DECISION
PURCHASE
This traditional marketing approach presupposes a solution for customers without ever understanding their problem. As the prospective leads advance down the funnel, some mysteriously make it through while others do not. Smart companies compensate for this by A/B split testing content (testing one idea versus another) and messaging to gauge
whether the content has a positive impact on moving prospects through the funnel. While this linear approach can have a measurable impact, it does not properly engage prospects and show them what the new information means for their decision-making process.
