B2C Marketing funnel template

What are the phases of the B2C marketing funnel?

B2C marketers face unique challenges when it comes to acquiring and retaining customers. For one, you’re often casting a wide net, audience-wise. Second it’s hard to hold their attention. You have to always meet potential customers where they are, whether that’s via email or social, or IRL, with traditional advertising.

The standard phases of the B2C marketing funnel are:

• Awareness - The customer first learns about your store, product, or app via organic and paid channels such as social media, ads, and word-of-mouth

• Consideration - The customer considers using your product; they read online reviews and consult your competitors

• Purchase (Conversion) - The customer might first sign up for your email updates or download your app. Eventually, they make a purchase.

• Retention - The customer regularly uses or returns to your product, completing multiple transactions.

• Advocacy - The customer refers your product to friends and family.

Each of these general phases can be broken down into action steps that lead the customer along the funnel.

How to use the B2C Marketing funnel to grow your business

A customer-centric user journey puts the audience for your marketing ads and content front and center, and prioritizes their needs and wants above all else.

It also manages to simplify complex funnel data and put it in a clear visual format. Keeping all your funnel info in one place helps marketers:

• Define a high-level marketing strategy that incorporates all personas and journeys

• Track success of marketing efforts in a way that’s tied directly to customer experience

• Make it easier to collaborate externally with freelancers and agencies as well as internally across departments

• Scale marketing efforts from siloed campaigns to an integrated system linked to multiple KPIs and outcomes.

Manage your marketing funnel in TheyDo

The marketing funnel template in TheyDo is a visual board that tracks your marketing data in several ways.

The vertical columns at the top of the board cover the phases of the funnel outlined above. You can then create profiles for various customer personas and plot their journey along the funnel. Once you’ve added several journeys, you can then stack them up on top of each other to get a complete and up-to-date view of your funnel.

The horizontal 'swim lanes' of the board allow you to break down the steps of each user journey, sorted by marketing channel.

Some of the features you’ll find in TheyDo include:

• A user-centric framework based on how the user acts and responds to marketing

• A graph-based representation of user experience on a scale from -2 to 2

• Identify insights and opportunities that you can use in future campaigns, or pass on to the Product and CX teams

• Measure user happiness at different points of the funnel

• Link solutions and opportunities to each other as well as larger company goals.

You can add as many journeys to your funnel as you like, depending on how in the weeds you want to get.

Who is this template for?

• CMO

• VP Marketing

• VP Growth

• Brand manager

• Creatives