BOFU (Bottom-of-Funnel)
BOFU (BOttom of FUnnel) is the last stage(s) of your funnel that is creating Sales.
BOFU's goal is to convert prospects to leads and close. Thus leads can now make an informed purchase decision. Also, to delight customers on the decision they made
Other stages are: MOFU and TOFU
What is BOFU?+−
BOFU (BOttom of FUnnel) is the last stage(s) of your
funnel that is creating Sales.
BOFU's goal is to convert prospects to leads and close. Thus leads can now make an informed purchase decision. Also, to delight customers on the decision they made
Other stages are:
MOFU and
TOFUContent
By content, we mean all kinds of content we can produce.
Content can be used across your funnel's stages but not for all stages the same. Make a step back and think! What your prospect would like to consume to move down your funnel. Then prepare and serve that and only that.
Examples are:
Web Pages
Power Pages
Blog posts
Social Media
Infographics
Podcasts
ebook(s)
Microsite(s)
Educational Resources
Quizzes / Surveys
Useful resources
Downloads
Webinars / Events
Feature Demos
Discount Coupons
Playbooks
Cheatsheets
Checklists
Loyalty clubs
Success Stories
Price Comparison
Specifications Sheets
On-boarding demos
Refer-a-friend concepts
FOMO concepts - time-based
What is content?+−
By content, we mean all kinds of content we can produce.
Content can be used across your
funnel's stages but not for all
stages the same. Make a step back and think! What your prospect would like to consume to move down your funnel. Then prepare and serve that and only that.
Examples are:
Web Pages
Power PagesBlog posts
Social Media
Infographics
Podcasts
ebook(s)
Microsite(s)
Educational Resources
Quizzes / Surveys
Useful resources
Downloads
Webinars / Events
Feature Demos
Discount Coupons
Playbooks
Cheatsheets
Checklists
Loyalty clubs
Success Stories
Price Comparison
Specifications Sheets
On-boarding demos
Refer-a-friend concepts
FOMO concepts - time-based
CQL (Conversational Qualify Leads)
We talked to them: They told us why they are interested in buying and what they’re trying to accomplish with our product.
As a stage of our funnel it's even before SQLs (Sales Qualified Leads) and sometimes even before MQLs (Marketing Qualified Leads)
What CQL means?+−
We talked to them: They told us why they are interested in buying and what they’re trying to accomplish with our product.
As a stage of our funnel it's even before SQLs (Sales Qualified Leads) and sometimes even before MQLs (Marketing Qualified Leads)
Customer Attrition
Customer attrition is the loss of clients or customers. It is commonly presented as a percentage over a period of time. This metric is critical when measuring a company's performance. Customer attrition is also commonly known as customer turnover, customer churn , or customer defection
What is Customer Attrition?+−
Customer attrition is the loss of clients or customers. It is commonly presented as a percentage over a period of time. This metric is critical when measuring a company's performance.
Customer attrition is also commonly known as customer turnover,
customer churn, or customer defection
What's the connection between Customer Attrition and Customer Retention?+−
Customer attrition and customer retention are two sides of the same coin. Customer attrition, refers to the loss of customers, while
customer retention focuses on keeping existing customers and ensuring their continued business. Effectively managing customer retention can reduce customer attrition, as strategies aimed at retaining customers—such as improving customer satisfaction, offering loyalty programs, and providing excellent customer service—help prevent customers from leaving. In essence, reducing attrition and increasing retention are both crucial for maintaining and growing a company's customer base.
Customer Churn
Customer churn refers to the rate at which customers stop doing business with a company over a specific period of time.
What is customer churn, and how is it calculated?+−
It's one of the twelve crucial growth metrics each platform should monitor monthly. It is the rate customers stop doing business with a company over a specific period. It is typically calculated by dividing the number of customers lost during a given time frame by the number of customers at the start of that period.
What are the common causes of customer churn?+−
Common
causes of customer churn include poor customer service, high prices, better offers from competitors, lack of product or service satisfaction, and changes in customer needs or preferences.
How can a business reduce customer churn?+−
A business can reduce customer churn by improving customer service, offering competitive pricing, enhancing product or service quality, personalizing customer experiences, and actively seeking and responding to customer feedback. All of the above are being addressed through the
Product-led Growth Methodology.
Engagement Point
An engagement point is any interaction or moment where your audience actively connects with your brand, product, or content. These points can take various forms, such as clicking on an ad, signing up for a newsletter, watching a video, or sharing your content. Engagement points serve as opportunities to build trust, demonstrate value, and guide the user closer to conversion.
What is an engagement point?+−
An engagement point is any interaction or moment where your audience actively connects with your brand, product, or content. These points can take various forms, such as clicking on an ad, signing up for a newsletter, watching a video, or sharing your content. Engagement points serve as opportunities to build trust, demonstrate value, and guide the user closer to conversion.
What's the connection between engagement points and funnels?+−
Engagement points are the building blocks of a marketing funnel. Each point represents a step where potential clients interact with your brand as they move through the
funnel stages—from awareness to consideration and, eventually, to conversion. A well-designed funnel strategically places engagement points to:
* Capture attention at the top of the funnel.
* Nurture interest and build trust in the middle.
* Encourage action and decision-making at the bottom.
In short, engagement points determine how effectively your funnel works to turn prospects into repetitive visitors.
What are the prerequisites of engagement points?+−
Assets, Assets, Assets!!! You need to build and offer valuable and tailored content that encourages interaction—such as educational resources, value bombs, entertaining media, or personalized offers.
How many engagement points should my website have? Can too many be intrusive or annoying?+−
At GrowthRocks, we have 47 engagement points on our website. But the key isn’t the number—it’s how you implement them.
You need to make it easy and natural for visitors to engage with you as they navigate, without being intrusive. The secret? Offer value first before asking for anything in return.
You need to follow this simple reciprocity rule: Give first, then ask – Provide something useful (a piece of content well thought, a playbook, a free tool, guide, or insight), and visitors will be happy to exchange their email.
When done right, your visitors will love engaging with you
Events
Events are used to track user interactions with the web, mobile applications, or back-offices.
They were used for measuring page views.
Nowadays, an event helps you to analyze the actions that people perform in your application.
Events are the Absolute Prerequisite to building your funnel
What are the events?+−
Events are used to track user interactions with the web, mobile applications, or back-offices.
They were used for measuring page views.
Nowadays, an event helps you to analyze the actions that people perform in your application.
Events are the Absolute Prerequisite to building your
funnelfunnel
Once you have attracted your visitors you will need to convert a Cold Audience into Buying Customers by providing them value. You need to keep in mind that all your actions and your copy have the main goal to nurture your audience and drive them down the funnel. Here is a sample FSD (Funnel Stage Definition) that could work on your website:
What is a funnel?+−
Once you have attracted your visitors you will need to convert a Cold Audience into Buying Customers by providing them value. You need to keep in mind that all your actions and your copy have the main goal to nurture your audience and drive them down the funnel. Here is a sample FSD (Funnel Stage Definition) that could work on your website:
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Funnel Stages
The stages of your funnel(s) should be defined during your growth marketing strategy. At the time that you are building your Markitecture .
What are the funnel's stages?+−
The stages of your
funnel(s) should be defined during your growth marketing strategy. At the time that you are building your
Markitecture.
What information should I capture per stage?+−
You need to capture the following elements for your Funnel's stages
A name by using also any of the terminologies that will help you remember the stage such as
MQL,
SQL,
PQL Level 1, etc
Entry Trigger, meaning when users or prospects are entering this stage on your funnel? Here are some examples:
* Scrolling to the page by 50%
* Checking features/benefits page
* Viewed 5 or more pages
* Viewed the "Contact us" page more than two (2) times
Credentials, what do we know about this customer entering or exiting this stage. It's anonymous users, email-captured, etc.
TouchPoints, which are the
touchpoints that are involved in this stage? Name all touchpoints that will push users to enter this stage and those touchpoints that will push users exiting this stage
Generation Beta
Welcome to the world, dear newborns! You are officially part of Generation Beta. We, the previous generations, have made strides in harnessing AI to take care of the tedious tasks, freeing you to focus on meaningful and creative endeavors.
What is generation Beta?+−
Generation Beta refers to the cohort of individuals born after 2025. This generation follows Generation Alpha (born approximately 2010–2024) and represents the youngest and most technologically immersed group in history. While this generation is still in its infancy, we can anticipate their characteristics based on trends shaping their world.
What are the Key Characteristics of Generation Beta?+−
Hyper-Connectivity
Generation Beta will grow up in a world where the Internet of Things (IoT) and artificial intelligence (AI) are omnipresent.
Virtual and augmented reality, robotics, and advanced wearables are likely to become part of their daily lives from a very young age.
Technology-Native
Unlike digital natives (Millennials and Gen Z) or mobile natives (Gen Alpha), Generation Beta will be AI natives. AI will play a key role in their education, entertainment, and interactions.
They will likely rely heavily on voice-activated devices and personalized algorithms.
Eco-Consciousness
With increasing global focus on sustainability and climate change, Generation Beta is expected to inherit strong eco-conscious values.
They will likely grow up in a world of circular economies, renewable energy innovations, and eco-friendly practices becoming the norm.
Global Perspective
Access to real-time translation tools, global education platforms, and virtual connectivity will make them global citizens from an early age.
They might experience even fewer cultural and language barriers compared to previous generations.
Blended Realities
The lines between the physical and digital worlds will blur further, with metaverse ecosystems potentially being their playgrounds for learning, socializing, and entertainment.
Mixed-reality environments will likely shape their perceptions and skills.
Personalized Education
Education for Generation Beta will be highly customized, with AI-driven learning systems adapting to their unique learning styles and preferences.
Immersive technologies like VR could redefine classroom experiences.
Greater Longevity
Advances in medicine, biotechnology, and preventative healthcare could mean that Generation Beta will have longer lifespans and healthier lives.
They might witness the normalization of technologies like organ regeneration and AI-assisted healthcare.
Social Dynamics
Family structures and gender norms will continue to evolve, with Generation Beta growing up in an era where diversity and inclusivity are prioritized.
Social media dynamics might shift from screen-based platforms to immersive, community-driven experiences in virtual environments.
Economic Expectations
With automation and AI reshaping jobs, Generation Beta will need to focus on creativity, critical thinking, and emotional intelligence, skills that are less susceptible to automation.
Entrepreneurship and freelance work might be more prevalent in their economic reality.
Health Awareness
They will likely grow up with an emphasis on mental health and wellness, with tools and resources to monitor and support their emotional well-being integrated into daily life.
What's the connection of Generation Beta and marketing personas?+−
Generation Beta will redefine the relationship between consumers and brands, necessitating a shift in how
marketing personas are constructed. By aligning with their values—sustainability, personalization, and technological innovation—marketers can create personas that resonate deeply with this emerging generation, ensuring long-term brand loyalty and relevance.
What are the Key Characteristics of Generation Beta+−
Hyper-Connectivity
Generation Beta will grow up in a world where the Internet of Things (IoT) and artificial intelligence (AI) are omnipresent.
Virtual and augmented reality, robotics, and advanced wearables are likely to become part of their daily lives from a very young age.
Technology-Native
Unlike digital natives (Millennials and Gen Z) or mobile natives (Gen Alpha), Generation Beta will be AI natives. AI will play a key role in their education, entertainment, and interactions.
They will likely rely heavily on voice-activated devices and personalized algorithms.
Eco-Consciousness
With increasing global focus on sustainability and climate change, Generation Beta is expected to inherit strong eco-conscious values.
They will likely grow up in a world of circular economies, renewable energy innovations, and eco-friendly practices becoming the norm.
Global Perspective
Access to real-time translation tools, global education platforms, and virtual connectivity will make them global citizens from an early age.
They might experience even fewer cultural and language barriers compared to previous generations.
Blended Realities
The lines between the physical and digital worlds will blur further, with metaverse ecosystems potentially being their playgrounds for learning, socializing, and entertainment.
Mixed-reality environments will likely shape their perceptions and skills.
Personalized Education
Education for Generation Beta will be highly customized, with AI-driven learning systems adapting to their unique learning styles and preferences.
Immersive technologies like VR could redefine classroom experiences.
Greater Longevity
Advances in medicine, biotechnology, and preventative healthcare could mean that Generation Beta will have longer lifespans and healthier lives.
They might witness the normalization of technologies like organ regeneration and AI-assisted healthcare.
Social Dynamics
Family structures and gender norms will continue to evolve, with Generation Beta growing up in an era where diversity and inclusivity are prioritized.
Social media dynamics might shift from screen-based platforms to immersive, community-driven experiences in virtual environments.
Economic Expectations
With automation and AI reshaping jobs, Generation Beta will need to focus on creativity, critical thinking, and emotional intelligence, skills that are less susceptible to automation.
Entrepreneurship and freelance work might be more prevalent in their economic reality.
Health Awareness
They will likely grow up with an emphasis on mental health and wellness, with tools and resources to monitor and support their emotional well-being integrated into daily life.
Growth Funnel
The term "growth funnel" expands on the traditional sales funnel concept by focusing specifically on strategies and processes that aim to drive growth at each stage of the funnel. It incorporates not just the acquisition of new customers but also emphasizes retention, engagement, and referral mechanisms to fuel sustainable growth. The growth funnel is particularly relevant in digital marketing and growth hacking contexts, where the emphasis is on rapid experimentation and scalable growth tactics.
While a traditional sales or marketing funnel might focus more on the linear path of converting a lead into a customer, a growth funnel also includes post-purchase behaviors that contribute to business growth, such as upselling, cross-selling, customer loyalty, and advocacy.
What is a growth funnel?+−
The term "growth funnel" expands on the traditional sales funnel concept by focusing specifically on strategies and processes that aim to drive growth at each stage of the funnel. It incorporates not just the acquisition of new customers but also emphasizes retention, engagement, and referral mechanisms to fuel sustainable growth. The growth funnel is particularly relevant in digital marketing and growth hacking contexts, where the emphasis is on rapid experimentation and scalable growth tactics.
While a traditional sales or marketing funnel might focus more on the linear path of converting a lead into a customer, a growth funnel also includes post-purchase behaviors that contribute to business growth, such as upselling, cross-selling, customer loyalty, and advocacy.
Is funnel and growth funnel synonyms?+−
In marketing terminology, the terms "growth funnel" and "
funnel" are related but not exactly synonyms. Both concepts are part of a broader strategy to understand and enhance the customer journey.
So, while related, "funnel" and "growth funnel" are not strict synonyms. The former provides a foundational model for understanding customer acquisition, while the latter applies a more comprehensive approach to achieving business growth by optimizing every stage of the customer journey, including post-purchase engagement. You can read more on growth funnels and the role that content plays at conversions
hereICP (Ideal Customer Profile)
It stands for Ideal Customer Profile (sometimes is also Persona). Both are the same
An ideal customer profile is a hypothetical description of the type of company that would realize the most value from your product or solution. These companies tend to have the quickest, most successful sales cycle, the greatest customer retention rates, and the highest number of evangelists for your brand.
Defining an ICP is an important step in the process of marketing and selling a product or service. By understanding the characteristics of their ideal customers, companies can more effectively target their marketing efforts and tailor their messaging to appeal to those customers. This can help to increase the chances of success in selling to those customers and improve the overall efficiency of the sales process.
ICPs can be created by conducting market research, gathering customer feedback, and analyzing data on past sales and customer demographics. Companies may also use tools such as customer relationship management (CRM) systems to help identify and track potential customers who fit the ICP.
In order to define your ICP you need to know some of the below information:
* Who is
* Where he/she lives
* What he/she reads
* Who is influencing him/her
* Where he/she navigates on
* Which brands he/she follows
* Besides you, what else he/she interested in?
What is ICP?+−
It stands for Ideal Customer Profile (sometimes is also Persona). Both are the same
An ideal customer profile is a hypothetical description of the type of company that would realize the most value from your product or solution. These companies tend to have the quickest, most successful sales cycle, the greatest customer retention rates, and the highest number of evangelists for your brand.
Defining an ICP is an important step in the process of marketing and selling a product or service. By understanding the characteristics of their ideal customers, companies can more effectively target their marketing efforts and tailor their messaging to appeal to those customers. This can help to increase the chances of success in selling to those customers and improve the overall efficiency of the sales process.
ICPs can be created by conducting market research, gathering customer feedback, and analyzing data on past sales and customer demographics. Companies may also use tools such as customer relationship management (CRM) systems to help identify and track potential customers who fit the ICP.
In order to define your ICP you need to know some of the below information:
* Who is
* Where he/she lives
* What he/she reads
* Who is influencing him/her
* Where he/she navigates on
* Which brands he/she follows
* Besides you, what else he/she interested in?
Leads Forensics
Lead forensics is a term that refers to the use of digital forensics techniques to gather and analyze data from leads, or potential sources of information, in a digital auditing or investigation. This may involve examining electronic devices or other digital media to extract and analyze data such as emails, website visits, campaigns used, IPs, text messages, or other types of communication that could provide leads or clues about the nature of the source. Lead forensics is often used in digital audits or analyses, corporate fraud investigations, and cybersecurity incidents, among others.
Overall, lead forensics is a key tool that is used to gather and analyze digital evidence in a variety of contexts, helping auditors to solve attribution, identify wrongdoing, and hold individuals accountable for their actions.
What is lead forensics?+−
Lead forensics is a term that refers to the use of digital forensics techniques to gather and analyze data from leads, or potential sources of information, in a digital auditing or investigation. This may involve examining electronic devices or other digital media to extract and analyze data such as emails, website visits, campaigns used, IPs, text messages, or other types of communication that could provide leads or clues about the nature of the source. Lead forensics is often used in digital audits or analyses, corporate fraud investigations, and cybersecurity incidents, among others.
Overall, lead forensics is a key tool that is used to gather and analyze digital evidence in a variety of contexts, helping auditors to solve attribution, identify wrongdoing, and hold individuals accountable for their actions.
What's the connection between attribution and lead forensics?+−
Attribution refers to the process of identifying the source or origin of an action or event. In the context of digital forensics, attribution refers to the process of identifying the individuals or organizations responsible for collecting leads or other types of digital incidents such as a GDPR-related investigation.
What's the connection between lead forensics and GDPR?+−
CCPA and GDPR both have ways for users to ask to recall all the information collected for them. Very often we utilize lead forensics approaches to answer the question "why I'm getting this message".
Markitecture
A markitecture (putting together the word marketing + architecture) is selecting the correct components to build up the funnel moving data across those different components
What is a Markitecture?+−
A markitecture (putting together the word marketing + architecture) is selecting the correct components to build up the funnel moving data across those different components
What are the characteristics of an effective Digital sales funnel?+−
An effective digital sales
funnel should be:
* Multichannel
* Provides Valuable Content First
* Relies heavily on Remarketing
MCF
Multi-Channel Funnel (MCF) is a typical funnel affected and impacted by many channels i.e. social channels. organic channels etc
What MCF stands for in Marketing?+−
Multi-Channel Funnel (MCF) is a typical
funnel affected and impacted by many channels i.e. social channels. organic channels etc
MOFU (Middle-of-Funnel)
MOFU (Middle Of FUnnel) is the middle stage(s) of your funnel that is the liaison between Prospects and Sales.
MOFU's goal is to attract prospects to follow their happy path
Other Stages: TOFU , BOFU
What is MOFU+−
MOFU (Middle Of FUnnel) is the middle stage(s) of your
funnel that is the liaison between Prospects and Sales.
MOFU's goal is to attract prospects to follow their happy path
Other Stages:
TOFU,
BOFUMQL
These are users that took some action that shows they might be interested in buying.
What MQL stands for?+−
It is used in funneling, it's a clear stage of our funnel (or multiple stages) and it stands for "Marketing Qualified Leads"
What is an MQL?+−
These are users that took some action that shows they might be interested in buying.
PQL (Product Qualified Lead)
It's a stage of your funnel and PQLs are those leads that have tried our Product and therefore they must be interested in buying!
What is a PQL in Funnels?+−
It's a stage of your
funnel and PQLs are those leads that have tried our Product and therefore they must be interested in buying!
Progressive Profiling
It's the rule of reciprocity applied to your visitors. First, you give (something of value, and then you ask). The more you push the potential customer down the funnel the more data you collect the more targeted the communication becomes. This is always implemented via Marketing Automation
What is progressive profiling?+−
It's the rule of reciprocity applied to your visitors. First, you give (something of value, and then you ask). The more you push the potential customer down the funnel the more data you collect the more targeted the communication becomes. This is always implemented via Marketing Automation
SQL
Stands for Sales Qualified Leads and It's one or multiple stages in our funnel, about those people where sales dpt has confirmed it or sales intend is proven. They are interested in buying
What is SQL in Funneling?+−
Stands for Sales Qualified Leads and It's one or multiple
stages in our funnel, about those people where sales dpt has confirmed it or sales intend is proven. They are interested in buying
Statistical Significance
In marketing, statistical significance refers to the likelihood that the result of an experiment or a test (such as an A/B test or a campaign performance analysis) is not due to random chance, but rather reflects a real difference or effect.
When you conduct experiments, like testing two versions of an ad or landing page, statistical significance helps you determine whether the difference in results between the variations is meaningful or just random noise. A result is statistically significant if it reaches a certain confidence level, typically 95%, which means that there’s only a 5% chance the observed outcome is due to randomness.
In practical terms, achieving statistical significance in marketing tests allows marketers to confidently make data-based decisions, such as which campaign, ad, or strategy performs better and should be implemented more broadly.
For example, if you run an A/B test on two email subject lines and find that one has a significantly higher open rate with statistical significance, you can be confident that using that subject line will yield better results rather than the difference being due to chance.
What is statistical significance?+−
In marketing, statistical significance refers to the likelihood that the result of an experiment or a test (such as an A/B test or a campaign performance analysis) is not due to random chance, but rather reflects a real difference or effect.
When you conduct experiments, like testing two versions of an ad or landing page, statistical significance helps you determine whether the difference in results between the variations is meaningful or just random noise. A result is statistically significant if it reaches a certain confidence level, typically 95%, which means that there’s only a 5% chance the observed outcome is due to randomness.
In practical terms, achieving statistical significance in marketing tests allows marketers to confidently make data-based decisions, such as which campaign, ad, or strategy performs better and should be implemented more broadly.
For example, if you run an A/B test on two email subject lines and find that one has a significantly higher open rate with statistical significance, you can be confident that using that subject line will yield better results rather than the difference being due to chance.
Why should I care?+−
Caring about statistical significance in marketing ensures that your decisions are based on reliable data rather than random chance. It helps you avoid costly mistakes, maximize your ROI, and make confident, data-driven decisions. By focusing on statistically significant results, you can optimize campaigns effectively, allocate resources wisely, and convince stakeholders with credible evidence. In the long run, it minimizes risks and gives you a competitive advantage by ensuring that your marketing strategies are truly impactful and not just the result of random fluctuations.
How can I calculate it?
The easiest way to calculate it is by clicking here .+−
To see the formulas and calculations of statistical significance, you generally follow a few steps that involve statistical concepts such as the p-value, confidence level, and confidence interval. Here's a simplified process for how you can calculate it:
1. Define Your Hypothesis
Null Hypothesis (H₀): This assumes that there is no significant difference between your variations (e.g., no difference in click-through rates between two ad versions).
Alternative Hypothesis (H₁): This assumes that there is a significant difference (e.g., one version performs better than the other).
2. Collect Data
Gather data from your marketing experiment. For example:
Group A (Control): Click-through rate (CTR) of 10% from 1,000 impressions.
Group B (Test): CTR of 12% from 1,000 impressions.
3. Choose a Confidence Level
Most marketing studies use a 95% confidence level. This means you are willing to accept a 5% chance that your results could be due to random chance (i.e., p-value < 0.05 indicates statistical significance).
4. Calculate the Difference Between Variations
Calculate the conversion rates or other key metrics for each group. For example:
CTR for Group A = 100 clicks / 1,000 impressions = 10%.
CTR for Group B = 120 clicks / 1,000 impressions = 12%.
Difference between the two rates = 12% - 10% = 2%.
5. Calculate the Standard Error
Use the standard error formula to understand the variability in your samples.
6. Calculate the Z-Score
The Z-score measures how many standard errors your observed difference is away from the expected difference under the null hypothesis (which is typically 0).
7. Find the P-Value
Use the Z-score to find the corresponding p-value using a Z-table or an online calculator. A Z-score of 1.35 corresponds to a p-value of about 0.0885.
8. Determine Statistical Significance
Compare the p-value to your chosen significance level (e.g., 0.05 for 95% confidence).
If p-value < 0.05, the result is statistically significant, meaning the difference between the two groups is likely real and not due to chance.
If p-value > 0.05, the result is not statistically significant, meaning the difference might be due to random variation.
In this case, a p-value of 0.0885 means the result is not statistically significant at the 95% confidence level. You would need a larger sample size or a greater difference between the two variations to achieve significance.
TOFU (Top-of-Funnel)
TOFU (TOp of FUnnel) is the very top stage of your funnel that is the liaison between other properties and your main property.
TOFU's goal is to make prospects and visitors become problem and solution aware
Other stages are: BOFU , MOFU
What is TOFU?+−
TOFU (TOp of FUnnel) is the very top stage of your
funnel that is the liaison between other properties and your main property.
TOFU's goal is to make prospects and visitors become problem and solution aware
Other stages are:
BOFU,
MOFUTouch Points
What you need to capture for every touchpoint is:
* An ID just to remember the touchpoint
* The Type i.e. form, button, chat, or other
* The Placement i.e. menu, hero section, popup, footer, or in a specific section
* Integrations, in case this touchpoint is integrated with GTM (Google Tag Manager) or any MA (Marketing Automation) System
* Fields in case it includes specific fields such as name, email, etc. You should always mention hidden fields if included
* the Referrer (or last referrer)
* The country of the user
* The date of engagement
* The Device Also called UA (User Agent)
What are the TouchPoints?+−
TouchPoints (aka TPOs) are engagement opportunities between your prospects and your website.
Defining your touchpoints is part of your
markitecture or inbound digital marketing strategy if you wish.
What do I need to capture on a Touch Point?+−
What you need to capture for every touchpoint is:
* An ID just to remember the touchpoint
* The Type i.e. form, button, chat, or other
* The Placement i.e. menu, hero section, popup, footer, or in a specific section
* Integrations, in case this touchpoint is integrated with GTM (Google Tag Manager) or any MA (Marketing Automation) System
* Fields in case it includes specific fields such as name, email, etc. You should always mention hidden fields if included
* the Referrer (or last referrer)
* The country of the user
* The date of engagement
* The Device Also called UA (User Agent)
Webhook
A webhook is like a notification system that automatically sends information from one app to another when something specific happens.
Instead of checking for updates yourself, a webhook instantly delivers the data as soon as the event occurs. It helps apps stay connected and work together in real time.
What is webhook?+−
A webhook is like a notification system that automatically sends information from one app to another when something specific happens.
Instead of checking for updates yourself, a webhook instantly delivers the data as soon as the event occurs. It helps apps stay connected and work together in real time.
How a webhook looks like?+−
A webhook is essentially a URL (web address) provided by one app, where another app sends information when an event happens.
Here’s an example of what a webhook URL might look like:
https://example.com/webhooks/order-updated
When an event (like "order updated") happens, the app sends a POST request to this URL with data about the event in a format like JSON or XML. Here's an example of the data sent in JSON:
{ "order_id": "12345", "status": "shipped", "customer_email": "customer@example.com" }
This lets the receiving app process the information immediately.