Funnels

Describe the first contact your marketing should lead to and the sales steps that follow.

Funnels overview

Open Funnels between Market and Channels. Each funnel belongs to the current brand and starts with an Activator: an action through which a potential customer makes contact. It could be a consultation, a webinar registration, a trial, a telephone call or an in-person meeting. Reading a service page alone is not an activator.

The activator gives your campaign a concrete destination. Its document tells people and agents who the invitation is for, what the person receives and what conditions apply. Later steps can explain what happens before the purchase. This is shared context for planning and content work; it does not automatically track individual leads or conversion rates.

How to describe the activator

1. Click Create funnel, enter its name and click Save. The first step is created automatically.
2. In the activator document, describe the audience, the action they take, the benefit, how to make contact and the confirmed conditions. Include restrictions that content must respect. A URL is optional.
3. Save the document. The funnel is ready for campaign selection and launch when it is available and its activator has a description.

The explanation above each document tells you what to write and where the text is used. The editor starts empty. About the funnel is optional and can hold context shared by all its steps.

How to add the following steps

Click Add step, name it and save. The step appears in the path after the activator and has its own document. Describe it only when you have useful context: what happens, the customer’s expectations, common objections or conditions.

Use Earlier and Later to change the order. Rename keeps the step’s document attached. Remove step takes an optional step out of the current path; the activator cannot be removed.

Good to know A funnel with only an activator is usable. You do not need to invent later steps or fill every document. Removing a later step preserves its saved document and revision history.

How to connect a campaign

Select one or more funnels when creating a campaign, or edit the selection in About the campaign while the campaign is an idea or in preparation. Save the changes. You may save an idea without a funnel, but starting it and confirming its composition require at least one available funnel with a described activator.

The selected documents inform preparation, research, content creation, review, publication and the assessment of results. In the publication concept, explain which activator the material supports. Not every piece needs a direct invitation to buy or make contact.

How to stop offering a funnel

Turn off Available for campaigns in the funnel. Existing links and documents remain, but the funnel cannot be newly selected or used to launch a campaign while disabled. Already launched campaigns can continue working. To change their funnel selection, first return them to preparation.