This document discusses marketing funnels and strategies. It begins with an introduction of the presenter and agenda. It then covers traditional AIDA funnels, longer funnels including TOFU, MOFU, and BOFU stages. Newer funnels introduced include ones focused on attracting customers, engaging them, and gaining loyalty. Customer cases are presented that showed mistakes in marketing funnels. Guidelines are provided for analyzing and visualizing the current versus desired customer journey and funnel. The presentation concludes with a discussion of adding missing elements and channels to marketing strategies.

1. Marketing funnel
Project: People Toolbox
Beata Mosór-Szyszka
April 25, 2020

2. Who I am
Shortly
Beata Mosór-Szyszka
CEO & Strategist @ Project: People
CEO & Strategist
Beata Mosór-Szyszka
Experience:

3. Agenda
Team Development Tools
Experience Reflection Theory Let’s use it!
Differentiators, Unique Value
Proposition & Key Selling Points
Let’s work based on the case
Would you buy anything from
the noname brand?
Traditional marketing funnel
New marketing funnels
Examples from the PP live
Let’s check your knowledge
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl
Flow
Top / Bottom
Narrow funnel
Bottlenecks

4. What did you buy lately?
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

5. What are the touchpoints you
had with this brand before
payment?
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

6. Would you buy anything from
‘no name’ brand?
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

7. Awareness
Interest Desire Action
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
Traditional - AIDA
Funnel

8. Awareness
Articles / Press
Ads
Webinars /
Podcasts
SEO
Interest
Social Media
Web content
(blog, case study)
Newsletters
Desire
Product demo
White papers
Testimonials
Ebooks
Action
Sales contact
Sales proposal
Promotion
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
Traditional - AIDA
Funnel

9. What about longer funnels?
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

10. Awareness
Intent Consideration Intent
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
Longer
Funnel
Evaluation Purchase

11. TOFU
What’s the problem?
LEADS
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
T-M-B
Funnel
MOFU
What’s the solution?
PROSPECTS
BOFU
Why your solution?
SALES

12. Awareness
Interest Consideration Intent
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
Longer
Funnel
Evaluation Purchase Repeat Loyalty
Advoca
cy

13. Attract
Show the
value & Build
trust
Show the
proof
Loop
Beata Mosór-Szyszka | Strategist | +48 601 429 139 | beata@projectpeople.pl
By Project: People
Funnel
Convince Sell Repeat Loyalty
Advoca
cy

14. Our clients cases - mistakes
Examples
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

15. Adsy
strona www, live chat
Regularne posty o
chatbocie
Llekcje
Codzienna lekcja
Adsy remarketing
Specjaliści|
konsultacja
osoba dopinająca
sprzedaż
specjaliści, lekarze
aplikacja
newsletter
webinar
adsy remarketing
strony WWW
landing page
blog
chatbot messenger
grupy na FB
social media
(IG, FB)
personal branding
IG i FB
Linkedin
wystąpienia publiczne
media zewn
gabinety + specjaliści
influencerzy
SEO
adsy
Katarzyna Golonka | Strategist | +48 519 48 33 82 | kate@projectpeople.pl
telefon
formularz
sklep internetowy
Kup button do
koszyka
dystrybucja
chat w aplikacji
Zainteresuj
Wciągnij
w dyskusję /
Pokaż wartości
Pokaż merytorykę Pętla Przekonaj ZakupPokaż merytorykę

16. Katarzyna Golonka | Strategist | +48 519 48 33 82 | kate@projectpeople.pl

17. Ads (FB + Google)
Offline trainings
Facebook
-
Website -
clear pricing, scope &
ground rules
Ads - remarketing
Campaign with
Partner (cash back)
Newsletter
Facebook Group
LinkedIn
Instagram
Twitter
Open Days
Media Reach
Chat
Form
Interest Show the value
& build trust
Show the
substantive level
Loop Convince Sales
Show the
conditions
Salesman (call / mail)
YouTube
YouTube
Grzegorz Górzyński

18. What to analyse
Change the focus
Flow Bottlenecks Width
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl
Length
Channels
purpose
Holes

19. 1st rule
Visualize
the client
point of view
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

20. 2nd rule
Visualize
the current status
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

21. 3rd rule
Visualize
the desired status
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

22. Case study
Add Slideshare
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

23. Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

24. Let’s talk
Why?
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

25. Strategies
Usual
Add where is
missed element
Add in line with the
channel specifics
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

26. Kontaktu
Zapraszam do
Beata Mosór-Szyszka
CEO & Strategist @ Project: People
+ 48 601 429 139
beata@projectpeople.pl
CEO & Strategist
conferences:
/beatamosor @beatamosor
Outsourcing People
2017 Kyiv
Beata Mosór-Szyszka | CEO & Strategist | 601 429 139 | beata@projectpeople.pl

27. business even
more profitable!
Let’s make your
Beata Mosór-Szyszka
6. września 2019