Knowledge base · Strategy & growth
Funnel
A funnel describes the route from stranger to customer, split into stages that each have their own purpose.
At the top sit all the people who do not know your brand yet, at the bottom the ones who are close to deciding. Each stage calls for different messages: discover, consider, choose.
The classic mistake is putting everything at the bottom. That works briefly, until the pond is empty and cost per conversion climbs because you only reach people who already knew you.
The other mistake is spending everything on reach without knowing what it returns. The craft is in the balance, and in being able to see what the top does for the bottom.
How we do it
We split budget across the stages and show per stage what it delivers further down the funnel.
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Strategy & Growth
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