Defining the Marketing Funnel
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Defining the Marketing Funnel TOFU: It’s more than a jiggly soy protein. Alexa Schirtzinger Director of Content Marketing, Salesforce @aschirtz
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Transcript of Defining the Marketing Funnel
Defining the Marketing FunnelTOFU: It’s more than a jiggly soy protein.
Alexa SchirtzingerDirector of Content Marketing, Salesforce@aschirtz
The Marketing Funnel
TOFU
MOFU
BOFU
TOFU
MOFU
BOFU
Defining the Funnel
TOFU Goal: Awareness• Engage suspects & prospects• Minimize product mentions• Keep it interesting &
informative
MOFU Goal: Consideration• Turn prospects into leads• Include high-level product info
to address prospects’ pain pointsBOFU Goal: Purchase Decision
• Turn leads into customers• Focus on product/solution benefits
TOFU
MOFU
BOFU
Content Marketing Priorities
TOFU Goal: Awareness• Engage suspects & prospects• Minimize product mentions• Keep it interesting &
informative
MOFU Goal: Consideration• Turn prospects into leads• Include high-level product info
to address prospects’ pain pointsBOFU Goal: Purchase Decision
• Turn leads into customers• Focus on product/solution benefits
70%
20%
10%
Content & Distribution
ContentWhat is it?
Blog postSlideshare
E-bookVideo/webinarWhite paper
Demo
DistributionHow do you get to it?
Social mediaDisplay ad
Blog/websiteSearch engine
EmailEvent
Mapping to the Funnel
ContentWhat is it?
Blog postSlideshare
E-bookVideo/webinarWhite paper
Demo
DistributionHow do you get to it?
Social mediaDisplay ad
Blog/websiteSearch engine
EmailEvent
TOFU
MOFU
BOFU
TOFU
MOFU
BOFU
Example: Salesforce Content
TOFU Goal: Awareness• Engage suspects & prospects• Minimize product mentions• Keep it interesting &
informative
MOFU Goal: Consideration• Turn prospects into leads• Include high-level product info
to address prospects’ pain pointsBOFU Goal: Purchase Decision
• Turn leads into customers• Focus on product/solution benefits
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