What is top funnel marketing

Marketing Funnel Blueprint: How To Make Your Marketing Measurable


Marketing only has a mandate that justifies its existence

It is forgotten that marketing has exactly one central mission, namely: for more customers> more sales> and more growth to care. In my opinion, all projects, measures and activities that are planned and implemented by marketing should be strictly subordinate to this premise. "It's logical" you are now probably thinking, "we're already doing that" ... Sure?

Then I invite you to take a critical look at your marketing measures from the past year:

  1. What concrete and measurable contribution has Measure X contributed to achieving the goal?
  2. How many prospects, customers and sales did marketing measure Y bring us?
  3. Have we said goodbye to a marketing measure because it did not measurably achieve the required ROI?
  4. Do we know which measures we used to generate the most addresses from potential customers?

Many marketing managers answer: 'It is more the' sum 'of all activities that ultimately contributes to sales growth, new customer acquisition and target achievement. It is not possible to break down to individual measures. ' But is it really like that? Or is it simply the easiest way to avoid uncomfortable questions and the resulting decisions? If you're open to a new, goal-focused, ROI-driven mindset in marketing, then read on.

Marketing with a system: the marketing funnel blueprint

First of all, I recommend that you structure your activities according to a clear marketing system. Imagine a funnel that is very wide at the top and narrower and narrower at the bottom. At the end of the funnel is our goal: the concrete, measurable contribution to more customers, sales and growth.


  • The funnel edge: get attention
    At the top of the funnel are all of your activities that help to measurably attract more attention from your potential prospects. These include websites, PR, lectures, specialist articles, and many more.
  • The middle of the funnel: generate leads
    In the middle of the funnel you need measures to filter out those interested parties who are ready to enter into a dialogue with you - your 'leads'.

    Short Einklinker: Are you already familiar with the term 'lead'? Then you can safely skip this section. Otherwise, here is a short, pragmatic definition: A lead is a potential customer for your product or service who provides you with his or her contact details for a further dialogue of his own accord. For you as a provider, the quality of the lead is central. The better this 'lead' fits your 'ideal customer type description' - your buyer persona - the greater the chance that it will become a real and satisfied customer.

    Back to the middle part of the funnel: Of course, only a fraction of the people you come into contact with at the edge of the funnel become 'leads' - hence the image of the funnel, or marketing funnel. The central point is that the interested parties seek dialogue with you on their own initiative and 'identify themselves'. Because this gives you the guarantee that your offer is also of a certain relevance for these people - and you avoid expensive, inefficient wastage. Tools in the middle of the marketing funnel can be landing pages, web forms, or social media. Even more important than the tools, however, is the content you provide in this phase. The content should be of such great benefit to anonymous interested parties that they are willing to give you their coordinates in return. Examples include studies, white papers, checklists, infographics, and a few more.
  • The funnel end: win customers
    The bottom part of the funnel is now about winning the qualified leads as customers with specific actions. Again, only a part of the identified leads will become customers. Your leads have identified certain needs in a dialogue with you. Use this information to provide further relevant content. Possible tools for this are case studies, customer stories, product documentation, but also live demos and offers. The instruments for this can be, for example, e-mail / newsletters, automated workflows or active, personalized CRM management.

A system that enables targeted optimization

And why is this marketing funnel blueprint helping you to better achieve your marketing goals? The advantages of this system are that you can 'screw' on individual elements in a targeted manner. Two examples: The conversion of prospects to leads is not working as desired? Improve your tools in the middle part of the funnel, develop content that the people you are already content to leave your contact details for. Or: Do you notice that certain topics in your newsletter get a particularly high number of clicks? Write a whitepaper about it and publish it on your social media channels with a link to a landing page.

Systematic and measurable

Make sure that your marketing measures make a systematic and measurable contribution to your goal of winning customers, increasing sales and generating growth by structuring them along your individual marketing funnel and defining a specific task and a clearly defined task for each instrument Assign purpose. Analyze the performance of the individual elements and systematically optimize your funnel.

If you now look at your own 2019 marketing plan - do you see your marketing funnel crystal clear? Where do you still see gaps? Download our free inbound fit check. This helps you to systematically identify existing weak points in your funnel. Our manual is suitable for all companies in Germany, Switzerland and Austria that want to deal with the strategic option "Inbound Marketing".

Photo Credit (CC)> KaremB Photography