To kick off the New Year, I thought I would share with you the marketing infographic my clients tout as the “best ever.” This is not hyperbole. When I land on this slide in client strategy sessions, suddenly lightbulbs start going off over their heads. Folks see for the first time how marketing is a system with all parts working in concert to achieve overarching business objectives as well as key performance indicators, or what we like to simply call measures.

First, here is the infographic:

Next, let’s unpack what’s here:

Conversion Process

Along the top are the four areas of the marketing funnel. Awareness is at the top of the funnel when prospects first become aware of the brand. Consideration is in the middle of the funnel where prospects like and follow companies as they are nurtured to become loyal to the brand. At this stage, prospects eventually mature into marketing-qualified leads. Decision is at the bottom of the funnel, and this is where marketing-qualified leads can be converted to sales-qualified leads. Monitor boosts loyalty among existing clients, reassuring them they made the right choice in selecting the brand. Additionally, at the Monitor phase current clients can be inspired to refer to the company.

Business Objective

At every phase in the funnel, the internal and external marketing teams need to be in lock step on what the business objectives are. A business objective is a destination the company needs to reach to achieve its BIG, or Big Important Goal. A top-of-the-funnel objective might be “We have broad brand awareness in [industry or sector],” a middle-of-the-funnel objective might be “We are a predominate thought leader in insights for [industry or sector],” and a bottom-of-the-funnel objective might be “We are the preferred provider of services in our industry.” As you can see to the right, each objective is articulated on the annual Strategic Marketing Plan, which is quarterly reviewed teamwide. This ensures everyone is aligned on taking the right action or completing the right strategies to reach objectives and the BIG.

At every phase in the funnel, the internal and external marketing teams need to be in lock step on what the business objectives are. A business objective is a destination the company needs to reach to achieve its BIG, or Big Important Goal. A top-of-the-funnel objective might be “We have broad brand awareness in [industry or sector],” a middle-of-the-funnel objective might be “We are a predominate thought leader in insights for [industry or sector],” and a bottom-of-the-funnel objective might be “We are the preferred provider of services in our industry.” As you can see to the right, each objective is articulated on the annual Strategic Marketing Plan, which is quarterly reviewed teamwide. This ensures everyone is aligned on taking the right action or completing the right strategies to reach objectives and the BIG.

Basic Content Types

This high-level view of the basic content types across all areas of the funnel creates a more detailed quarterly editorial calendar, as shown below. The infographic gives a general overview of how different content types knit together to keep prospects engaged and moving down the funnel, while the editorial calendar demonstrates week by week what assets are automated. Notice along the top of the editorial calendar we repeat the intention to touch all areas of the funnel.

Call to Action

At each stop along the prospect’s journey, different calls to action are teed up depending on content type and location in the funnel. This is of paramount importance. We ask colder leads to consider watching, reading or following the company. We ask warmer ones to dive deeper into company thought leadership. The warmest leads we invite to engage, providing as many options as possible: call, email, or fill out a form. This sensitivity to the prospect’s journey ensures they are asked to take the right action for their comfort level at the time.

Measure

On both the high-level infographic and the more detailed Strategic Marketing Plan, we articulate the measures, or key performance indicators for success. At a minimum, most companies track unique website visitors to gauge success in Awareness marketing, email opens and/or downloadable asset form fills for Consideration, click-through rate and new client sessions for Decision and Monitor. Record metrics for each of these areas month by month then review trends on a quarterly basis.

Hope this was helpful in giving you clarity on your marketing path for the New Year. I wish you all the best for a prosperous 2025!

Wendy O’Donovan Phillips
CEO, Big Buzz

Since 2007, Big Buzz® has helped Stage II to Stage III organizations systemize marketing to achieve growth goals. Founder and CEO Wendy O’Donovan Phillips is the author of two books available on Amazon, Kaboom and Flourish, multiple data-driven eBooks, has been published in McKnight’s, in Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. She has lectured dozens of professional organizations in front of audiences ranging in size from 25 to 6,000. She has been honored by the American Marketing Association for excellence in her field and has been named a Gold Key Award Winner by the Business Marketing Association. In her two-decades-long career, she has consulted with hundreds of organizations globally to support improved marketing clarity, strategies and outcomes. Get details: visit www.bigbuzzinc.com and follow Wendy.