Full Funnel Marketing Course

Lesson 1 • Aligning Goals to Funnel Stages

Connects business objectives to specific funnel metrics at each stage. Prevents misaligned campaigns by grounding strategy in measurable outcomes.

Lesson 2 • Funnel Structure and Terminology

Introduces TOFU, MOFU, and BOFU layers with their distinct goals. Provides shared vocabulary used throughout the entire course.

Lesson 3 • Audience Segmentation Fundamentals

Covers demographic, psychographic, and behavioral segmentation methods. Enables precise targeting across all funnel stages from the start.

Lesson 1 • Content Marketing for Awareness

Teaches blog, video, and social content creation designed to attract cold audiences. Directly feeds the TOFU layer with organic, scalable traffic.

Lesson 2 • PR and Earned Media Tactics

Introduces media outreach, thought leadership, and press strategies for third-party credibility. Amplifies TOFU reach beyond owned and paid channels.

Lesson 3 • Paid Awareness Advertising

Covers display, social, and video ad formats optimized for reach and impressions. Introduces budget allocation logic for cold-audience paid campaigns.

Lesson 4 • Organic Social and Community Building

Explores platform-specific organic strategies that build brand presence without paid spend. Complements paid awareness by creating sustained audience engagement.

Lesson 1 • Lead Scoring and Qualification

Introduces behavioral and demographic scoring models to prioritize sales-ready leads. Ensures only qualified prospects advance to BOFU conversion tactics.

Lesson 2 • Webinars and Interactive Content

Uses live and on-demand webinars, quizzes, and assessments to deepen prospect engagement. Accelerates consideration by delivering high-value, personalized experiences.

Lesson 3 • Retargeting and Remarketing Campaigns

Explains pixel-based and list-based retargeting to re-engage prospects who showed interest. Keeps the brand present during the consideration phase.

Lesson 4 • Email Nurture Sequence Architecture

Teaches how to design automated email sequences that educate and build trust over time. Core MOFU tactic that moves leads toward purchase readiness.

Lesson 1 • Conversion-Optimized Landing Pages

Teaches persuasion principles, social proof, and CTA design for high-converting pages. Directly impacts BOFU conversion rates for all paid and organic traffic.

Lesson 2 • High-Intent Paid Search Campaigns

Covers keyword strategy, ad copy, and bidding for bottom-funnel search intent. Captures prospects actively seeking solutions at the decision stage.

Lesson 3 • Sales Enablement and Marketing Alignment

Aligns marketing assets with sales conversations to reduce friction at the close stage. Ensures consistent messaging from first touch through final purchase.

Lesson 4 • Offer Design and Urgency Tactics

Explores pricing psychology, limited-time offers, and risk-reversal strategies that drive action. Ethically accelerates purchase decisions without damaging brand trust.

Lesson 1 • Churn Analysis and Prevention

Identifies behavioral churn signals and designs proactive interventions to retain at-risk customers. Protects revenue by addressing dissatisfaction before cancellation.

Lesson 2 • Referral and Advocacy Programs

Builds referral mechanics and brand ambassador programs that turn customers into growth channels. Lowers customer acquisition cost by leveraging existing customer trust.

Lesson 3 • Onboarding and Customer Success Marketing

Designs onboarding email flows and in-product messaging that drive early product adoption. Reduces early churn by ensuring customers achieve first value quickly.

Lesson 1 • Analytics and Reporting Integrations

Connects marketing platforms to analytics and BI tools for unified funnel reporting. Enables data-driven decisions by centralizing performance data across all channels.

Lesson 2 • Marketing Automation Platform Fundamentals

Introduces core MAP features including workflows, triggers, and contact management. Provides the operational foundation for all automated nurture and conversion sequences.

Lesson 3 • Testing and Optimizing Automation

Applies A/B and multivariate testing to automated workflows to improve performance over time. Closes the optimization loop within the automation stack itself.

Lesson 4 • Multi-Channel Automation Workflows

Designs cross-channel workflows combining email, SMS, ads, and push notifications. Delivers consistent, timely messaging across every customer touchpoint automatically.

Lesson 1 • Funnel Analytics and Drop-Off Analysis

Uses funnel visualization and cohort analysis to identify where prospects disengage. Pinpoints optimization priorities across TOFU, MOFU, and BOFU stages.

Lesson 2 • Tracking Infrastructure Setup

Covers tag management, pixel deployment, and event tracking for accurate data collection. Ensures every funnel interaction is captured before analysis begins.

Lesson 3 • Attribution Model Fundamentals

Compares first-touch, last-touch, linear, and data-driven attribution models with their trade-offs. Establishes the conceptual basis for all funnel measurement decisions.

Lesson 4 • Revenue Attribution Reporting

Builds channel-level and campaign-level revenue attribution reports for executive stakeholders. Translates marketing activity into pipeline and closed-revenue language.

Lesson 1 • Campaign Execution and Launch Checklist

Provides a structured pre-launch review process covering tracking, creative, and targeting. Reduces costly launch errors by enforcing quality control before go-live.

Lesson 2 • Performance Review and Iteration Cycles

Establishes weekly, monthly, and quarterly review rhythms for ongoing campaign optimization. Embeds continuous improvement as a strategic discipline, not a reactive fix.

Lesson 3 • Budget Allocation Across the Funnel

Applies frameworks for distributing budget across funnel stages based on goals and data. Balances short-term conversion spend with long-term awareness investment.

Lesson 4 • Integrated Campaign Architecture

Designs campaigns where TOFU, MOFU, and BOFU tactics work as a coordinated system. Prevents siloed channel execution by enforcing cross-stage message continuity.