Funnel marketing is the methodology used to attract potential customers and guide them through their buyer journey: from identifying a need to be fulfilled and considering your brand, to regularly purchasing your products or services and recommending your business to other potential customers. By optimizing your marketing funnel, you can achieve its ultimate objective: convincing your repeat customers to promote your brand and thus creating a loop that feeds your sales funnel. Monitoring the progression of leads along their buyer journey allows you to analyse whether your strategies are producing results, adjust them accordingly, and identify opportunities to increase sales. Moreover, with improved understanding of who you need to attract to your funnel to drive sales, you can tailor your actions to achieve your goals, thereby increasing the productivity of your marketing campaigns.