Baotris Blog

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This article explores how integrating Sales Funnel and Customer Journey can enhance your marketing

Marketing in today's digital landscape is more intricate than ever. It's not just about pushing products and services but about crafting a full-fledged customer experience. You've likely heard the terms "Sales Funnel" and "Customer Journey" being thrown around. But what do they really mean, and how are they interconnected yet distinct in their own right?

In this blog post, we will break down the key elements of a sales funnel and a customer journey. We will also shed light on how understanding these can skyrocket your marketing strategy, influence marketing campaigns, and eventually convert potential buyers into loyal customers.

Understanding the Sales Funnel: Top of the Funnel to Conversion

The Sales Funnel is often the first framework that marketers become familiar with. Imagine a funnel: wide at the top and narrow at the bottom. It illustrates the customer journey sales funnel, starting with brand awareness at the top and ending with a purchasing decision.

Stages of the Funnel

  1. Awareness Stage: Potential customers become aware of your products and services, usually via marketing campaigns or social media.
  2. Consideration Stage: Potential buyers start comparing your offering with competitors.
  3. Decision Stage: The potential buyer makes a purchasing decision, becoming a customer.

The Customer Journey: More Than Just a Funnel

The Customer Journey map goes beyond the sales funnel, adding layers of complexity. It focuses on the experience from the customer's perspective.

Elements of the Customer Journey

  1. Discover: Similar to the awareness stage in a sales funnel, but more focused on customer experience.
  2. Use: The consumer actually uses the product or service.
  3. Ask: The stage where customers may reach out with questions or problems.
  4. Engage: Customers interact with the brand on social media or leave reviews.

Sales Funnel vs Customer Journey: The Key Differences

  • User Perspective: The Sales Funnel is generally from the marketer's perspective, while the Customer Journey map is customer-centric.
  • Engagement After Purchase: Sales Funnels often end after the purchase, whereas the Customer Journey includes post-purchase engagement.
  • Consumer Disposition Funnel: This is an extended part of the Customer Journey, focusing on customer's behavior post-purchase, including loyalty and advocacy.

How to Merge Your Sales Funnel and Customer Journey

You don’t have to pick one over the other. Here’s how to use both effectively:

  1. Lead Generation: Use the top of the funnel to generate leads through social media and other marketing campaigns.
  2. Customer Experience: Incorporate customer journey maps to provide the best customer experience during the consideration stage and beyond.
  3. Potential Buyer to Loyal Customers: Use personalized marketing strategies and exceptional customer service to not just make a sale but to engage and retain the customer.

Utilizing Marketing Funnels and Customer Journey for Effective Marketing Strategy

  1. Social Media: Use social media platforms to increase brand awareness and interact with potential and current customers.
  2. Marketing Campaigns: Implement marketing campaigns that cater to both potential customers at the top of the funnel and loyal customers who are already in your consumer journey funnel.
  3. Products and Services: Highlight them effectively in the relevant stages of both the funnel and the journey.


The Sales Funnel and Customer Journey aren't mutually exclusive; rather they complement each other. By understanding the intricacies of marketing funnels and customer journeys, you're better equipped to guide a potential buyer from the top of the funnel through to a long-lasting relationship.

By keeping customer journey maps in mind when crafting your marketing strategy, you're putting your business in an excellent position to gain a competitive edge. Now go forth and funnel your way to a fruitful customer journey!

And remember, the effectiveness of your efforts will always be measurable through analytics, so never underestimate the power of data in perfecting your approach.

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