Where Does Remarketing Fit in the Sales Funnel?

Sandro Salsi| April 5, 2021

You are probably familiar with the sales process. In digital marketing, the funnel takes a website visitor from awareness to conversion, providing the sales team with a way to know where in the process the lead lies (at what stage of the funnel a prospect is).

If you read our blog post, What is Remarketing and How Does it Work?, then you may be wondering where remarketing (also known as retargeting) fits in the sales funnel.

The Awareness Stage

The buyer realizes they have a problem and begin looking for a solution online. This is the so-called top of the funnel. Potential customers are drawn into this stage of the funnel with marketing campaigns where lead generation takes place. Usually, social media and paid search ads are used to create awareness for a product or a company.

The Interest Stage

Once a lead has converted from the awareness phase, they enter the interest stage of the funnel. Here, there are a few retargeting solutions that can help take your prospects through the next stage of the funnel:

  • Website Retargeting: is the practice of serving ads to people who have already visited your website.
  • Email Retargeting: is a way to re-engage leads via an email campaign.
  • CRM Retargeting: here, we are using data stored in your CRM, to serve personalized content to your audience.
  • Dynamic Retargeting: is an interesting solution that creates personalized ads based on a user’s past behaviour.

The Commitment Stage

This is the beginning of the end in the sense that customers (in this stage) are looking to contact companies to get quotes, free trials or to find ways to test a service without making a purchase.

The Conversion Stage

Simply put, in a lead generation funnel, the conversion phase is where customers purchase the service or product.

As you can see, remarketing plays an important role in executing a successful marketing strategy. Have a look at our blog post, The Benefits of Remarketing, for more on this topic or feel free to contact us!

by: Sandro Salsi


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