Customer journey and

Marketing funnel
Audience research tool: Spark Toro

• SparkToro: SparkToro has you start by entering a topic.

• The tool will then show you the interests about the people who are
interested in that topic:
• Which websites they visit
• Where they live
• Their skills, interests, and other demographic details
• The podcasts and YouTube videos they're interested in
• Words they use in their social media bios
• Which social media accounts they follow
Customer journey and experience mapping
• The path customers take from learning about a product to getting
your questions answered to making a purchase
• Experience mapping is the visualisation of the customer journey
 Customer journey of a SAAS product

Start Purchase a
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blog
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chat

Online ad

Awareness Evaluation Purchase

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Ratings chat
Search
Email
online
reminder
YouTube and offer
Read video
reviews
Why map the customer journey?
• How customers are feeling at various touch points?
• Highlight pain points
• Better customer service, process building and performance
• Presents opportunities for tailored content and tactics

Help customers along the journey by creating content, ultimately

leading to sales
Journey from awareness to purchase: Shoes
for backpain
1. Create a blog
post with
keywords “how
Search to reduce knee
(informational): pain, “how to Tactic
“How to reduce reduce joint
Action Knee joint pain” pain” etc.
2. Pay Per Click
campaign

Create content to
inform and educate
consumers about

Opportunity
how to reduce knee
joint pain Awareness
stage
Evaluation stage

Create Youtube
Compare videos that Tactic
alternatives highlight your
“shoes for knee shoe as the
Action pain” “exercise solution for
for knee pain” knee pain.

Content to educate
consumers about
knee pain solutions
Opportunity
Purchase stage

Search ad
campaign
(shopping ads),
"Buy XYZ shoes display ads on Tactic
online" "Best keywords (“XYZ
prices for XYZ shoes,” “best
Action shoes" price”) and
offer 10%
discount

Attract customers by
providing first time
offers and discounts
Opportunity
Post-Purchase stage

Coupons and
Write a review credits for
on company future purchase Tactic
website and and reviews
Action other platforms through emails.

Encourage
consumers to share
their positive
experiences
Opportunity
Marketing Funnel
• A framework that demonstrates the journey of how customers move
from knowing about a business to purchasing something from them
and becoming loyal.
• Similar to journey map
• Journey map is the customer’s perspective, funnel is the marketer’s
perspective
• Doesn’t start with sales. But considers how the customers first
experience your brand
• Aims to provide a better customer experience throughout the journey
Marketing Funnel

Awareness

Consideration

Conversion

Loyalty
Benefits
• Consider the buyer’s journey, instead of starting with sales
• Optimise your marketing strategy
• Increase conversion rate
• Can easily identify what converts the customer