Research Topics:

Sales Intelligence

Content Type:

Glossary

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Funnel Approach Definition

A questioning technique using general questions in the early stages to collect information and then moving the questions to those that are less open-ended and more specific.

The funnel approach is a questioning technique using general questions in the early stages to collect basic information, then moving to questions that are less open-ended and more specific. Also known as the marketing funnel or sales funnel, this approach is a framework used in marketing research to comprehend the journey that potential customers or clients go through before making a purchase or taking a desired action. This often is depicted as a funnel-shaped diagram with distinct stages, starting at the initial awareness of a product or service to the final conversion. Stages typically include awareness, interest, consideration, intent, evaluation and conversion. Insights developed through this approach are used to create marketing strategies that keep consumers engaged through each stage of the journey.  This approach ensures that marketing efforts are relevant and engaging, which increases the likelihood of conversions. 

Who relies on the funnel approach?

Marketing and sales teams, marketing professionals, product managers and business executives use findings from the funnel approach to tailor their marketing strategies and messaging to answer the needs and concerns of customers.

Why should I care about the funnel approach?

The funnel approach provides insights into customer behavior and decision making. By analyzing each stage of the funnel, areas where potential customers drop off are identified. Marketing efforts are developed and optimized at each stage in an effort to reduce these drop-offs. This leads to enhanced marketing campaigns, improved customer targeting and higher conversion rates.