This is what the typical conversion funnel looks like. Top of funnel marketing refers to efforts aimed at awareness and consideration while conversion is the bottom of the funnel. Conversion is the holy grail — the point where all your marketing efforts pay of and money flows into the corporate bank account. Sure, you want to measure how your marketing efforts translate into conversions (ROI). But, a singular focus on conversion or ROI or bottom of the conversion funnel leads to short-term decisions that may cripple the long-term success of your business.
Top of funnel marketing
In their efforts to be more data-driven, organizations pushed marketers to support their contribution to success turning marketing from a cost to a profit center. For many organizations, this meant a focus on bottom of the funnel — ROI.
