Traversing the Customer Funnel

What Product Managers need to know about Lead Management

Photo by Shengjun Shi

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Last week, we talked about the first principles behind a Customer Acquisition Funnel, and how you might think about designing and executing your own customer acquisition or lead funnel.

We also discussed the funnel’s underlying concept, AIDA, and introduced its stages — TOFU, MOFU & BOFU. Here’s a quick mental model of how everything connects thus far.

• TOFU= Top of the Funnel → The Awareness & Attention Stage.
• MOFU = Middle of the Funnel → The Interest and Desire Stage.
• BOFU = Bottom of the Funnel → The “I am sold on this, I’ll pay” Stage.

In this post, we’ll discuss the different stages of the funnel in some detail, and look at how and what activities are typically planned for each stage.

Top of the Funnel (TOFU)

Your customer acquisition funnel is the widest here, which means you’ll have…