The Modern Marketing Funnel: Every Stage From Awareness to Loyalty

Hi readers! Sorry for the late blog post, it’s been a busy start to 2026 over here. Between planning a move back to Atlanta & navigating the home-buying process, the year definitely kicked off at full speed. That said, all of this change has made me think a lot about planning, prioritization, & long-term value, which actually ties perfectly into today’s topic.

Marketing works much the same way. Success doesn’t come from focusing on just one moment or one tactic; it comes from understanding the full journey. Today, I want to break down the modern marketing funnel, from first touch to repeat customer, & explain how each stage plays a critical role in driving sustainable growth.

Upper Funnel: Awareness & Discovery

This is where the relationship begins. Upper-funnel marketing introduces your brand or product to consumers who may not yet be actively shopping or may not even know they have a need.

Primary goal: Reach & educate new audiences

Who you’re targeting: New or high-level category audiences

Common tactics:

• Display & video ads

• Sponsored brand placements

• Social & offsite media

• Broad contextual targeting

Key metrics: Reach, impressions, video completion rate, brand lift

Upper-funnel investment fuels future demand. Without it, brands often end up competing only on price at the bottom of the funnel.

Mid Funnel: Consideration & Evaluation

At this stage, consumers are aware of their need & actively evaluating options. They’re comparing brands, reading reviews, & researching features.

Primary goal: Influence preference & intent

Who you’re targeting: In-market or category-interested shoppers

Common tactics:

• Category & keyword targeting

• Product detail page placements

• Educational or feature-focused creative

• Sponsored display within relevant contexts

Key metrics: CTR, engagement, consideration lift

Mid-funnel marketing is where brands differentiate. Messaging matters here more than discounts.

Lower Funnel: Conversion & Purchase

Lower funnel is where intent is highest & purchase decisions are made. This is the most performance-driven part of the funnel & often where budgets are most concentrated.

Primary goal: Drive conversions & revenue

Who you’re targeting: High-intent shoppers

Common tactics:

• Sponsored products / PLAs

• Search-based targeting

• Retargeting site visitors

• Promotional messaging

Key metrics: ROAS, conversion rate, CPA, sales

While lower funnel delivers measurable results, relying on it alone can limit long-term growth.

Post-Purchase Funnel: Retention, Loyalty & Lifetime Value (NEW!)

This is the newest & fastest-growing layer of the funnel. Once a customer converts, the question becomes: How do we keep them coming back?

Primary goal: Increase repeat purchases & customer value

Who you’re targeting: Existing or past customers

Common tactics:

• Returning customer targeting

• Replenishment reminders

• Cross-sell & upsell campaigns

• Loyalty & CRM-based audiences

Key metrics: Repeat purchase rate, purchase frequency, AOV, lifetime value

With customer acquisition costs rising, retention marketing has become one of the most profitable investments a brand can make.

Why the Full Funnel Matters

Each funnel stage supports the next. Upper funnel builds awareness, mid funnel shapes consideration, lower funnel captures demand, & post-purchase marketing maximizes value.

Brands that over-invest in only one stage often see diminishing returns. Those that balance their spend across the full funnel build stronger brands, healthier performance, & more resilient growth.

The Takeaway

The modern marketing funnel isn’t linear, it’s cyclical. Customers move in & out of stages, & the most successful strategies meet them wherever they are.

In today’s landscape, winning isn’t about choosing between brand or performance. It’s about understanding the entire funnel & activating every part of it with purpose.

-Malorie Ragsdale, MBA.

Disclaimer: The views and opinions expressed on this website are solely my own and do not reflect the views or opinions of any affiliated organizations, employers, or other entities.