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Understand how the sales funnel is essential to your inbound marketing strategy and how to implement these actions. The sales funnel is responsible for defining the customer’s purchase journey within the inbound marketing strategy. For this reason, it is a fundamental piece to understand the customer’s level of maturity in relation to your business.

Using this strategy consists of accompanying your customer, from the first contact until the closing of the sale, providing content according to the level of interaction, until the purchase decision is made.

In this post, you will understand the steps of the funnel and how to implement the marketing strategies within each one, to segment the communication with the customer according to what he needs to close a deal and become a loyal partner.

Topics covered in the post:

  • Sales funnel steps;
  • Fundamental parts for the implementation of this strategy;
  • Types of approaches and content for each stage of the funnel.

Understanding the sales funnel steps

Understanding the sales funnel is essential for any business, as it helps in the unfolding of the purchase journey. It allows effective analysis of the real needs of visitors who arrive on your website and on your social networks.

The funnel steps serve to identify how close to a purchase a particular contact is.


Stage of learning and discovery. It is time to make materials and content available that generate the need for visitors to your website or social networks. From the production of content, the visitor will search for more information and look for you to obtain it.


Step of recognizing the problem or a pain, and considering the solution. It is at this moment that this visitor will become a lead, providing basic data so that he can obtain more information about his need and is already considering even purchasing some type of product.

It is the opportunity to offer solutions that can meet this need, indicating exactly when it is time to buy a product and presenting alternatives besides the purchase.


We arrived at the purchase decision. In this stage, the leads have already gone through all stages of education about their business and are prepared to acquire the solution to the problem. Here, he will decide the best alternative to finalize the purchase and, finally, become a customer.

What it takes to define the sales funnel strategy

The planning of strategic actions and the types of content that will be offered are essential to define the path that the contact will take, considering their stage in the funnel.

Knowing your audience is essential to determine your digital marketing strategy. For this, it is necessary to know the following processes:

  • Journey mapping – it’s how much you know about your ideal customer. Establish who your persona is, understanding your main pains, needs, and aspirations so that the production of content is in the correct, personalized and well-targeted language to optimize the shopping journey ;
  • Definition of Lead Scoring – knowing the customer journey, it is necessary to define the moment when it will become an opportunity. The greater the interactivity of the visitor/lead with its contents, the greater the maturity to reach the purchase decision;
  • Content strategy – the content produced must be differentiated for each of the phases, as well as audience interest and engagement can vary. The information offered should lead the customer to the last stage of the funnel.
    the approaches and content indicated for each of the funnel steps. The approaches and content indicated for each stage of the funnel
  • As mentioned above, the definition of types and formats of content should be differentiated in each of the stages of the funnel and will be further developed, according to the path you are on in the purchase journey, determined by the consumption of these materials.

The most suitable content formats for each of the funnel steps are:

Funnel (Top) – attraction stage

At this moment, it is necessary to offer content that is easy to access, and that provokes the curiosity of the public, in order to get to know their products and services better. Examples: blog posts, infographics, podcasts, newsletters, social media posts;

Funnel (Middle) – Informative Stage

where it is necessary to offer more details about possible solutions for the persona, without yet selling your product. Here, get as much customer data as possible to start a relationship with them in the most qualified way possible. Examples: forms in posts, landing pages, ebooks, email marketing ;

Funnel (Bottom) – Brand Positioning Stage

Show the lead why you are the best solution, bringing content that reinforces the authority of your business. Examples: successful cases, webinars, demos.

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