Understanding Marketing Funnel Stages

80 % of marketing budgets are still doing cartwheels in the wrong part of the funnel. Here’s a quick sanity check I use when clients ask why their “awareness” ads don’t move revenue.👇 1. Start where the money is (literally). If you’re not retargeting → CRM contacts, open opportunities, and past proposals first, you’re burning cash. Warm dollars convert 3–5× faster than any cold campaign, yet they get the leftovers. 2. “High‑intent” is code for “ready to buy.” Exact‑match search queries and branded terms deserve their own budget and landing page. No fluff, no blogs—just proof, pricing, and a form. Paid search has to be a foundational layer for most orgs. After warm near-bound prospects and before you think about ice cold targeting..paid search is where you go. 3. Middle‑funnel is your trust factory. Website lurkers, LinkedIn page visitors, newsletter readers—feed them testimonials, analyst quotes, ungated checklists. The goal: move them one click deeper, not straight to a wedding proposal. 4. Cold prospecting ≠ spray & pray. ABM lists with technographic or intent data beat look‑alike audiences every day of the week. Speak to the pain you know they have. Then cap your spend until retargeting pools are healthy. 5. Measurement > mythology. Weekly: pacing and cost per lead. Monthly: SQLs and win‑rate lift. Quarterly: cost‑to‑revenue by funnel stage. Most of the rest is dashboard glitter. TL;DR Shift budget down the funnel first, earn the right to scale up, and track every dollar like a bloodhound. Your CFO—and pipeline—will thank you. What’s the one funnel tweak that moved the needle most for you this year? Drop it below ⬇️ Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk B2B Strategies and Guides: https://lnkd.in/gB-WQ82f Impactable YouTube Channel: https://lnkd.in/emYVDn_T

If you're a CMO at a $20M+ company, this is how you should use LinkedIn for thought leadership, engagement, and lead gen. PHASE 1: FOUNDATION → Optimize executive profiles (CEO, CMO, CRO) • Headlines focused on outcomes, not titles • About sections built around perspective, not resumes • Featured section used intentionally → Define 3–5 storytelling themes • Industry change • Customer success patterns • Leadership lessons • Company milestones Executives and the Company Page rotate through these themes, each from their own angle. PHASE 2: ORGANIC EXECUTION → Executive ghostwriting: 2–3 posts per week per leader • 45-minute biweekly content interviews • First 90 minutes after posting: reply to every comment • Daily 15 minutes: comment on 5–10 posts from your ICP → Company Page: 3–4 posts per week • Contextual, not promotional • Different voice from executive posts PHASE 3: PAID AMPLIFICATION LinkedIn is expensive ($20+ CPCs), so the setup matters. TOP OF FUNNEL: Video Views → 2–3 minute native videos (webinar clips, insights) → Captions + headline calling out a specific problem → No product mentions → Target CPV: $0.01–$0.02 → 50–75% watch time = strong intent MIDDLE OF FUNNEL: Traffic → Retarget 50–75% video viewers → Send them to value content, not product pages → Expected CPC: $0.50–$0.70 → Audience is already warmed BOTTOM OF FUNNEL: Conversions → Retarget site visitors with case studies and testimonials → Expected CPA: 40–60% lower than cold traffic This cuts CPCs and keeps you visible when buyers start evaluating options. LinkedIn works when people recognize your leaders before they ever visit your site. By the time buyers enter a sales cycle, trust is already built and demand feels natural. That is the difference between posting content and building pipeline.

The Ultimate Conversion-Boosting Checklist Want to turn your organic traffic into loyal customers? Ranking high is great, but converting that traffic is where the magic happens. Here's your go-to CRO Checklist for SEO Success: 1️⃣ Write Headlines That Grab Attention  ✅ Solve a problem or spark curiosity in your title.  ✅ Use emotional triggers: urgency, FOMO, or benefits.  ✅ Make it keyword-rich but natural. 2️⃣ Create CTAs That Drive Action  ✅ Place clear, bold CTAs above the fold.  ✅ Experiment with colors, text, and placement.  ✅ Use strong verbs: “Discover,” “Claim,” “Start.” 3️⃣ Make Your Site Lightning-Fast ✅ Keep load times under 3 seconds.  ✅ Optimize images and enable lazy loading.  ✅ Check Core Web Vitals for performance issues. 4️⃣ Build Trust with Social Proof ✅ Showcase testimonials and reviews.  ✅ Display trust badges and certifications.  ✅ Highlight notable partnerships or case studies. 5️⃣ Simplify the User Journey ✅ Create easy-to-follow navigation.  ✅ Use fewer fields in forms.  ✅ Ensure your site looks great on mobile devices. 6️⃣ Write Content That Converts  ✅ Use storytelling to engage your audience.  ✅ Make content scannable with bullet points and visuals.  ✅ Address objections with FAQs. 7️⃣ Test and Improve Continuously ✅ Experiment with layouts, colors, and wording.  ✅ Monitor bounce rates and user behavior.  ✅ Use tools like Google Optimize or Hotjar. 8️⃣ Track Your Success  ✅ Set up goals in Google Analytics.  ✅ Analyze behavior flows to spot drop-offs.  ✅ Regularly check how SEO and CRO work together. ✨ Pro Tip: SEO brings the traffic; CRO turns it into conversions. Together, they’re unstoppable! 💡 What’s your favorite CRO trick for boosting conversions? Share it in the comments! 👇 #SEO #CRO #DigitalMarketing #ConversionRateOptimization #seoexperts

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

Most B2B marketers run LinkedIn ads wrong. They set up one campaign, push product benefits, and wonder why CPLs are sky high and pipeline is thin. Or they have multiple campaigns set up in an artificial funnel structure. The issue isn't the budget. It's the structure. Here's the 5-bucket framework I use to run LinkedIn paid — and why it works: Bucket 1: Category Content Educate on topics that have a dotted line back to what you solve. You're not selling yet. You're helping your audience connect their challenges to your category — before they're even in market. Bucket 2: Thought Leadership Go broader than your product. Become the go-to resource for your audience by leading with true authority on wider topics of interest to them, even if they cannot be directly linked back to your product or offering. Bucket 3: Product Value This bucket is always a non-negotiable. But the key is show don't tell. Customer walkthroughs. Interactive demos. Workflow series. Competitor breakdowns. Static benefit ads don't cut it. The more creative you can get here the better. Focus on the key category entry points for your product and audience and build out around those. Bucket 4: Social Proof Real customer stories. Real ROI. Video case studies with bespoke landing pages. Not polished PR — actual moments of "this changed how we work." Bucket 5: Remarketing & Demo This is the only place I run direct conversion ads — and only to warm audiences. Sell the value of the demo itself, not just the product. Intent does the heavy lifting here. The philosophy behind all of it: → No forced funnels → No assumed intent → Consistent value across the full buying journey You can't capture demand you haven't created. Now this is the ideal template, and not every organisation needs to run the full 5 buckets or can afford to, and that is where building for stage, maturity and resources is critical. The key is that the underlying principles still apply and consolidation happens only where it makes sense based on that companies resources, objectives and goals. Happy to go deeper on any of these buckets in the comments. #demandgeneration #b2bmarketing #linkedinads

VPs/Head/Directors of Marketing of B2B companies, drop the TOFU-MOFU-BOFU setup in your paid media. It simply doesn’t match the B2B buying journey. We dropped it last year, and we run 2 motions instead: Out-of-market campaigns These reach the full ICP, not just the 5 percent who are ready to buy. We aim to reach as many target accounts as often and as efficiently as possible. We use our content framework to cover the things prospects want and need to know -> building association and familiarity with the brand. The ultimate goal is to get remembered once the need appears -> to get on that consideration list. We measure: • Target accounts reached (monthly and over time) • Engaged accounts (monthly and over time) • Brand search volume or share of search • Share of feed on LinkedIn This shows if awareness is growing and relevance is compounding. In-market campaigns Here comes paid search. We bid on competitor terms and high-intent category keywords, and in some cases, “capability” or “jobs to be done” terms. On paid social, we target high-intent actions such as visits to pricing pages, service pages, and open pipeline including MQLs, SQLs, and opportunities that haven’t closed yet. We want to stay visible and keep reminding prospects why we’re the best option until the deal is done. Of course, these are just signals that we assume are indication to being closer to in-market. Therefore, we also run "conversion" type ads toward out-of-market audiences (that we assume are out of market). We track direct and influenced leads, meetings, opportunities, and closed-wons. However, not every conversion comes from in-market campaigns. Most likely, they have already interacted with out-of-market campaigns. That is why we measure everything as one motion. We look at LinkedIn’s influence on the pipeline as a whole, not by campaign type. And if you are using an attribution platform, you will see it reflected in the customer journey views. B2B buying isn’t linear. Watching a brand video doesn’t mean they are ready for testimonials. Seeing testimonials doesn’t mean they are ready to convert. The setup needs to reflect that. We believe this one does. ---- If you feel your paid media strategy could use some upgrade, let's schedule a call with me: https://derudigital.com/ We will also walk through your current setup and identify areas of improvement (or maybe we will just tell you that you are doing a great job!)

Not every user interaction should be treated equally, yet many traditional optimization methods assume they should be. A/B testing, the most commonly used approach for improving user experience, treats every variation as equal, showing them to users in fixed proportions regardless of performance. While this method has been widely used for conversion rate optimization, it is not the most efficient way to determine which design, feature, or interaction works best. A/B testing requires running experiments for a set period, collecting enough data before making a decision. During this time, many users are exposed to options that may not be effective, and teams must wait until statistical significance is reached before making any improvements. In fast-moving environments where user behavior shifts quickly, this delay can mean lost opportunities. What is needed is a more responsive approach, one that adapts as individuals utilize a product and adjusts the experience in real time. Multi-Armed Bandits does exactly that. Instead of waiting until a test is finished before making decisions, this method continuously tests user response and directs more people towards better-performing versions while still allowing exploration. Whether it's testing different UI elements, onboarding flows, or interaction patterns, this approach ensures that more users are exposed to the most optimal experience sooner. At the core of this method is Thompson Sampling, a Bayesian algorithm that helps balance exploration and exploitation. It ensures that while new variations are still tested, the system increasingly prioritizes what is already proving successful. This means conversion rates are optimized dynamically, without waiting for a fixed test period to end. With this approach, conversion optimization becomes a continuous process, not a one-time test. Instead of relying on rigid experiments that waste interactions on ineffective designs, Multi-Armed Bandits create an adaptive system that improves in real time. This makes them a more effective and efficient alternative to A/B testing for optimizing user experience across digital products, services, and interactions.

We inherited a Google Ads account burning £4K/month with zero attribution. Here's what we found. A B2B technology company came to us, spending £4,000 per month on Google Ads. They had been running the same campaigns for 14 months. When we asked what pipeline those campaigns had generated, the answer was: we don't know. Here is what the audit uncovered: 1. 62% of spend was going to broad match keywords that attracted unqualified traffic 2. Landing pages had no clear call to action for enterprise buyers 3. The same ad copy was shown to every visitor regardless of company size, industry, or buying stage 4. No remarketing sequences for accounts that showed initial interest 5. Zero integration between Google Ads data and their sales pipeline The total spend over 14 months: £56,000. The attributable pipeline from that spend: £0 confirmed. Not because Google Ads does not work for B2B. It does. But only when it is built into a system that targets the right accounts and tracks the right outcomes. The ABM Paid Media Restructure (what we built in 30 days): 1. Replaced broad keywords with intent-based search terms mapped to their target account list 2. Built account-specific landing pages with messaging aligned to each stakeholder's priorities 3. Created remarketing sequences triggered by account engagement signals, not just page visits 4. Integrated Google Ads conversion data directly into CRM pipeline stages 5. Set up weekly pipeline attribution reports so every pound of spend was accountable The lesson is consistent across every account I audit. Paid media in B2B is not a lead generation tool. It is a pipeline acceleration tool. And it only works when it is connected to named accounts, personalised messaging, and closed-loop attribution. If your Google Ads or LinkedIn Ads spend cannot be traced to specific pipeline, you have an attribution problem before you have a performance problem. DM me "PAID" and I will run a 15-minute review of your paid media setup and tell you exactly where the leaks are. --------------------------------------------------------------------------- Who am I I'm Lukas, founder of LDS Digital. What I do I help businesses build steady lead and revenue systems. What LDS Digital does We turn interest into real enquiries and booked calls using account-based marketing and AI automation. Who we help B2B operators who want growth without guesswork. The outcome A clearer pipeline, better lead quality, and more predictable revenue. Why this works This approach works because it focuses on fundamentals, clean execution, and systems that keep performing over time. If this resonates, feel free to DM me.

Someone in the Newsletter Accelerator asked me: “If I use a lead magnet for my paid ads, how do I avoid attracting low-quality subscribers?” Here’s the exact system I use: The problem with lead magnets is that if you’re not careful, you end up with subscribers who only wanted the free asset. When that happens: • Open rates drop • Click-through rates drop • New readers don’t behave like real readers I’ve seen it firsthand. To avoid it, I design the funnel so Meta only learns from the right people from day one. Here’s the exact setup: 1. Start with a lead magnet that’s already proven I always validate lead magnets organically first. For Tyler Denk, we knew the beehiv seed deck would work because: • It performed well inside his newsletter • People on LinkedIn loved similar deck-style content If something works organically, it usually works in paid. 2. Add a simple qualification step in the signup flow Paid ads often bring in people who just want the free stuff. So I add simple qualifier questions to separate ideal readers from freebie-seekers: • For a retail newsletter: “Do you own a retail store?” • Brand strategy newsletter: “What’s your role? (Director/Manager/Junior)” • Coaching offers: “Do you have $5-$10K to invest in starting a business?” 3. Send qualified and unqualified readers to different thank-you pages This is the important part. After someone answers the qualification questions, I route them differently: • Qualified answer → Redirects to Thank You Page A • Unqualified answer → Redirects to Thank You Page B Only Page A fires the Facebook conversion event. Both groups still join your list, but Facebook is only trained on the right people. If you run niche B2B (retail operators, brand strategists, franchise owners, etc.), this matters a lot. One qualified subscriber can be worth 10–50x more than a random one. This is the easiest way to keep paid subscriber quality high and avoid building a list full of readers who never open, click, or become customers.

Most brands lose money on Meta Ads for one reason. They try to sell too early. Customers don’t open Instagram or Facebook thinking "Let me buy something immediately." They move through a journey. Awareness → Trust → Purchase → Loyalty. But most advertisers only focus on the last step. After working on multiple campaigns, I realized something simple: Meta Ads performance improves when your content matches the funnel stage. Here’s the structure I use 👇 1️⃣ TOFU — Awareness (50% of content) Goal: Introduce the brand and grab attention. Content that works: • Short videos (15–30s) • Problem–solution posts • Educational carousels • Behind-the-scenes brand stories At this stage, you’re not selling. You’re earning attention. 2️⃣ MOFU — Consideration (30%) Goal: Build trust and show product value. Best content: • Testimonials and review videos • Feature & benefit carousels • Demo or how-to videos • Comparison charts Now the audience starts thinking: "This product might actually solve my problem." 3️⃣ BOFU — Conversion (15–20%) Goal: Turn interest into sales. Content examples: • Offer-based ads • Scarcity or urgency campaigns • Retargeting ads • Bundle promotions This is where intent meets the right offer. 4️⃣ Retention — Loyalty (10%) Goal: Turn buyers into repeat customers. Content ideas: • Loyalty or referral offers • New product launches • Reorder reminders • UGC & customer reviews Because the cheapest customer is the one who already bought from you. When the funnel is structured like this, three things usually happen: ✔ Lower CPA ✔ Higher ROAS ✔ Stronger brand trust Most advertisers run only conversion ads. Smart marketers build the entire funnel. Question for marketers here: What percentage of your content is actually focused on awareness? #MetaAds #DigitalMarketing #PerformanceMarketing #MediaBuying #MarketingStrategy