In the dynamic world of marketing, two fundamental concepts often discussed are the marketing funnel vs customer journey. These terms are frequently used interchangeably but represent distinct aspects of the customer’s path from initial awareness to becoming a loyal advocate.
In this blog, we will delve into the details of both the marketing funnel vs customer journey, exploring their stages and, most importantly, the key differences that set them apart.
What is a Marketing Funnel?
A marketing funnel, often referred to as a sales funnel, is a visual representation of the customer’s journey through various stages of the sales and marketing strategy. Imagine it as a visual guide to your journey as a customer through different phases of the sales and marketing process.
They call it a “funnel” because it looks like an upside-down pyramid, wide at the beginning and gradually narrowing down, showing how you become fewer potential customers as you move through these stages.
Stages of Marketing Funnel
The marketing funnel consists of several stages representing the customer’s journey, from initial awareness of your product or service to purchasing. These stages are as follows:
Awareness
This is the top of the funnel. At this stage, potential customers become aware of your brand or product. They might come across your brand through various channels such as social media, online ads, word-of-mouth, or content marketing. The key is to grab their attention and make them aware of your existence.
Interest
After becoming aware of your brand, some individuals will express an interest in learning more. They may engage with your content, visit your website, sign up for newsletters, or follow your social profiles. The goal here is to pique their interest and keep them engaged.
Consideration
In this stage, potential customers are actively considering your product or service. They might compare it to alternatives, read reviews, and seek more information. Content like product comparisons, case studies, and customer testimonials can be particularly effective in this stage.
Intent
At this point, potential customers have a strong intent to make a purchase. They may have added items to their cart, requested a quote, or otherwise signaled their readiness to buy. The focus here is on moving them closer to the actual purchase.
Conversion
The bottom of the funnel is where the actual purchase happens. Customers make a transaction, which could be an online purchase, a subscription, or any other action that directly contributes to your business’s revenue.
Loyalty
Post-buying process aims to maintain and enhance customer relationships. This stage is often overlooked but crucial. It involves providing excellent customer service, encouraging repeat purchases, and nurturing customer loyalty. Loyal customers can become brand advocates and help you attract new customers.
Advocacy
Loyal customers who are delighted with your products or services may become advocates. They actively promote your brand through word-of-mouth, social media, reviews, and referrals. This advocacy stage can also involve loyalty programs or incentives to encourage customers to refer others.
What is a Customer Journey?
The customer journey is a broader concept that encompasses the customer’s entire buyer journey experience with your brand. It extends beyond the stages leading to a purchase and includes post-purchase interactions and how you perceive our brand over time.
Unlike the marketing funnels, your customer journey is not limited to a linear, one-size-fits-all path; it can be complex and nonlinear.
Customer journey mapping is a valuable process for businesses, as it helps them create a customer journey map that visualizes the entire customer experience model from initial contact to post-purchase support.
Stages of Customer Journey
The customer journey is a more extensive concept that includes the customer’s entire experience with your brand, encompassing pre- and post-purchase interactions. The stages of the customer journey model can be somewhat flexible and non-linear, as customers may revisit or skip stages based on their unique experiences and preferences.
Here are the general stages of a customer journey:
Awareness
The journey begins when a potential customer becomes aware of your brand or product. This initial awareness can result from various sources, such as advertising, socially engaging platforms, word-of-mouth, or online research.
Consideration
The customer actively researches and evaluates your product or service during this stage. They might compare it with alternatives, read reviews, or seek recommendations from friends or online communities.
Evaluation/Decision
At this point, the customer decides whether to make a purchase. They might be deciding between your offering and a competitor’s or evaluating different options and packages you provide.
Purchase
This is the moment when the customer makes a transaction, whether it’s an online purchase, an in-store buy, or any other form of conversion. It’s the culmination of their decision-making process.
Post-Purchase Experience
After making a purchase, the customer begins to experience your product or service. This stage is crucial because it influences their overall perception of your brand. Providing excellent customer support, clear instructions, and ensuring product satisfaction is essential.
Loyalty
If your product or service meets or exceeds the customer’s expectations, they may become loyal. Loyal customers are more likely to make repeat purchases and continue engaging with your brand.
Advocacy
Loyal customers who are delighted with your brand may turn into advocates. They actively promote your brand through word-of-mouth, social media, reviews, testimonials, or referrals. Their advocacy can attract new customers and help build brand credibility.
Reevaluation
Some customer journey maps may include a stage of reevaluation. After being a loyal customer, they may decide to revisit the consideration stage to explore new products, upgrades, or different brands.
The Difference Between Marketing Funnel vs Customer Journey
The marketing funnel helps guide the conversion process. At the same time, the customer journey provides a more comprehensive view of the customer’s relationship with the brand. Below is a table that highlights the key differences between a marketing funnel vs customer journey:
| Topic | Marketing Funnel | Customer Journey |
|---|---|---|
| Definition | A linear model that represents the stages a potential customer goes through in the sales process. | A holistic representation of a customer’s interactions and experiences with a brand throughout their entire lifecycle. |
| Structure | Typically divided into stages like awareness, consideration, conversion, and customer retention. | It can be a nonlinear and ongoing process, not necessarily divided into specific stages. |
| Focus | Primarily focused on the sales process and conversion funnel rates. | Focuses on the customer’s overall experience and interactions with the brand, including pre-and post-sale. |
| Linear vs. Nonlinear | Usually depicted as a linear sequence, where prospects move from one stage to the next. | It can be nonlinear, with customers moving back and forth between stages or touchpoints. |
| Touchpoints | Emphasizes key touchpoints related to marketing and sales, such as ads, landing pages, and sales calls. | Considers all touchpoints and interactions, including social media, customer service, and product usage. |
| Measurements | Typically measured in terms of conversion rates, funnel drop-off rates, and ROI. | Measured through customer satisfaction, loyalty, Net Promoter Score (NPS), and overall lifetime value. |
| Timeframe | Focuses on a shorter timeframe, mainly the period from initial contact to conversion. | Encompasses the entire customer lifecycle, including pre-purchase, purchase, and post-purchase phases. |
| Purpose | Aims to streamline the sales process and increase conversion rates. | It aims to enhance the overall customer experience, build loyalty, and foster long-term relationships. |
| Marketing Tactics | Associated with marketing strategies to move prospects down the funnel, like email campaigns and retargeting ads. | Involves various strategies, including content marketing, social media engagement, and personalized customer support. |
Conclusion
Understanding the distinction between the marketing funnel vs the customer journey is crucial for crafting effective marketing strategies. The marketing funnel offers a structured way to convert your leads into customers, while the customer journey focuses on the lasting relationship between your brand and your customers.
You need to find the right balance between these two ideas to succeed in your marketing efforts. Keep in mind that customer experiences don’t end with a purchase; they extend into loyalty and advocacy, which can fuel sustained business growth.
You can strengthen and prolong your customer relationships by harnessing the potential of both the marketing funnel and the customer journey.
QuestionPro facilitates data collection, analysis, and feedback at various marketing funnel stages, aiding in segmentation, optimization, and performance tracking.
It supports personalized experiences, satisfaction measurement, and touchpoint analysis in the customer journey, helping businesses enhance the entire customer lifecycle and achieve long-term success.
QuestionPro empowers businesses to optimize their marketing funnel and customer journey by providing data-driven insights. To get started, create an account today for comprehensive customer experience analysis.
