Understand the marketing funnel

The marketing funnel, recognized as the first formal theory of marketing, remains a cornerstone framework for marketers and entrepreneurs today. It’s more than just a theoretical concept; it’s a powerful, proven model that allows you to segment and target your prospects and customers based on where they are in their customer journey, whether that’s just becoming aware of your product or gearing up for their second purchase.

In this course, the first of the Digital marketing certificate, you'll do valuable work to map out your funnel and create an ideal customer persona (ICP); these are 2 crucial elements of any digital marketing strategy.

By the end of this course, you will be able to:

• Explain the importance of the marketing funnel.
• Summarize the stages of the funnel.
• Create an ideal customer persona.
• Categorize your marketing tactics by funnel stage.
• Measure the health of your funnel.
• Create a visualization of your funnel using the template provided.

Take this course if:

• You are an entrepreneur who is building a marketing strategy from scratch and seeking strategies that increase revenue. 
• You are a student looking for foundational marketing education and a new credential to add to your resume. 
• You are an early-stage marketer looking to expand your digital marketing expertise or add a credential to your resume. 

Note: This course is part 1 of 5 of the Digital marketing certificate.

Your instructor:

Ashley McDermott is a Principal Partner Education Specialist at Klaviyo. She enjoys creating content that helps customers achieve their goals and grow their brands. When not at work, Ashley loves creative writing, reading, traveling, and hiking around New England. Connect with Ashley on LinkedIn or the Klaviyo Community.