Marketing funnel framework maps five stages from awareness to loyalty

Madhav Mistry outlines comprehensive 2025 funnel model with stage-specific KPIs, tactics and strategies for awareness through customer retention.

Five-stage marketing funnel from awareness to loyalty with KPIs and AI-era strategies for 2025
Five-stage marketing funnel from awareness to loyalty with KPIs and AI-era strategies for 2025

Madhav Mistry published a detailed marketing funnel framework on LinkedIn outlining how companies should drive awareness, conversion, and loyalty in what he calls the AI era. The post, shared on January 29, 2025, received 581 reactions and 111 reposts from marketing professionals.

The framework divides the customer journey into five distinct stages: awareness, consideration, intent, conversion, and loyalty. Each stage specifies goals, key performance indicators, strategies, and tactics that marketers should deploy. According to the post, companies must execute across all stages rather than focusing exclusively on top-of-funnel activities.

Awareness stage focuses on content visibility metrics

The first stage targets making content visible and discoverable in search and AI answers, according to the framework. Goals include reaching impressions and driving organic traffic growth.

Key performance indicators for awareness include impressions and reach in AI-powered platforms like AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), along with tracking non-branded content and measuring short-term value for reach, according to the post.

Tactics listed for this stage include creating how-to guides and explainers, producing items for Q&A spaces, developing guides and webinars, and building funnel SEO content with educational assets. The framework positions awareness as the foundation that feeds subsequent stages.

Consideration stage educates potential buyers

Stage two shifts focus to educating and nurturing potential buyers. According to Mistry's framework, the goal centers on saving time to scroll and informing visitors, with snippet appearances tracked as a key metric.

The post specifies tactics including educational content, guides, webinars, Q&A engagement, and mid-funnel asset creation. Strategies emphasize building authority through consistent presence across platforms where prospects research solutions.

Key performance indicators at consideration include session time, scroll depth, repeat visits, and deeper engagement metrics beyond simple impressions. The framework suggests this stage separates serious prospects from casual browsers.

Intent stage captures evaluation behavior

The third stage addresses prospects actively evaluating solutions. According to the framework, goals center on capturing high-intent traffic prospects.

Key performance indicators include demo requests and trial sign-ups, form completions, and branded search volume. The framework identifies these metrics as signals that prospects have moved beyond research into active consideration.

Tactics specified for the intent stage include optimizing bottom-funnel pages, showcasing reviews and testimonials, adding ROI calculators and interactive tools, using structured FAQs to answer queries, and strengthening branded search pathways. The post emphasizes that intent signals require immediate response mechanisms.

Conversion transforms evaluation into revenue

Stage four focuses on turning evaluation into sales. The goal shifts to turning intent into revenue through optimized conversion paths, according to the post.

Metrics at this stage include conversion rate, revenue per lead/order value, and customer acquisition cost. The framework treats conversion as the critical transition from prospect to customer.

Strategies listed include personalizing CTAs with AI insights, testing page variants for conversions, using urgency with time-bound offers, building onboarding flows with bonuses, and simplifying purchase friction. According to the framework, conversion optimization requires continuous testing and refinement.

Loyalty stage retains and grows customers

The final stage concentrates on retention and growth. Goals include retaining customers and growing advocacy, with the framework positioning loyalty as essential for sustainable revenue.

Key performance indicators at the loyalty stage include retention and repeat purchase rate, referral program participation, customer lifetime value, and net promoter score. According to the post, these metrics determine long-term business viability.

Strategies specified include creating loyalty rewards and upsell flows, using predictive AI to flag churn risk, automating re-engagement for lapsed customers, building communities around product success, and encouraging referrals plus UGC creation. The framework treats loyalty as an ongoing investment rather than a fixed campaign.

The post emphasizes that the funnel represents a sequence rather than a shortcut. According to Mistry, the process transforms through distinct phases: getting discovered by the right audience, turning visibility into interest, transforming interest into action, converting action into revenue, and cultivating customers into loyal advocates.

Framework draws industry commentary and criticism

The LinkedIn post attracted 16 comments from marketing professionals, revealing different perspectives on the funnel model. Matthew Kerry, who connects clients with audiences, commented on the absence of traditional media. "The lack of traditional media in this funnel seems like an oversight. Digital may be the future, but not recognizing the digital fatigue of people wanting to unplug is a real race to the bottom," Kerry wrote.

Chetan Muley, Head of Strategy at OMD Malaysia, pointed out another gap. His comment noted the "complete absence of offline channels against all stages."

Pieter Willems, who lectures in Global Marketing at UCLL, questioned the framework's foundation. "Any hard data to justify this? I would be surprised that social media adds, SEO blog posts & Influencer partnerships are the best tactics to drive awareness? What about mass traditional media communication. Studies have proven that the digital revolution seems to have made most of these traditional media more effective, not less. TV, press, OOH and r...," Willems wrote.

Sunitha Anuraj, Director of Marketing & Client Strategy, offered a different perspective focused on implementation. "We often see clients focus heavily on acquisition but overlook retention. Real growth comes from optimizing the full funnel from awareness to building lasting customer loyalty," according to her comment.

Advertise on ppc land

Buy ads on PPC Land. PPC Land has standard and native ad formats via major DSPs and ad platforms like Google Ads. Via an auction CPM, you can reach industry professionals.

Learn more

Marketing funnel models face industry scrutiny

The traditional linear funnel approach has come under increasing examination. Industry leaders revealed in May 2025 how streaming, scrolling, searching and shopping reshape consumer journeys for marketers during Google's NewFronts presentation. That session introduced the "4S behaviors" framework as an alternative to traditional funnel thinking.

According to data shared during that presentation, approximately 80% of consumers skip paths on their way to purchase. Katie Klein, Chief Investment Officer at Omnicom USA, stated that marketers need to "completely rethink how you viewed the traditional funnel."

The challenges extend beyond theoretical frameworks. Amazon's advertising revenue reached $15.7 billion in Q2 2025, driven by what the company describes as full-funnel advertising. That approach targets consumers at every stage of the purchase journey, from initial awareness through final conversion and retention.

Conversion tracking tools now provide detailed insights into customer journeys across multiple advertising touchpoints. Amazon's Conversion Path Reporting, announced in January 2025, tracks customer interactions across a 30-day window prior to purchase.

The measurement side has also advanced. Customer lifetime value predictions received new tools when Meta released LTVision in January 2025. The open-source Python library helps businesses understand and predict customer value for more profitable growth.

Five-stage model emphasizes sequential progression

Marketing XYZ's framework distinguishes itself through its emphasis on sequence over shortcuts. The post states that breaking even one layer causes the entire system to stall. Missing one stage slows growth, while mastering all stages compounds momentum, according to the content.

The framework's structure divides stages into three investment categories. High time investment applies to awareness and interest. Moderate investment characterizes consideration. Low investment marks conversion. Long-term investment defines retention.

Each stage connects to the next through what the post describes as a transformation process. Awareness must turn into interest. Interest must transform into action. Action must convert into revenue. Revenue must cultivate into advocacy.

The metrics provided for each stage focus on different aspects of customer behavior. Early stages track reach and engagement. Middle stages measure exploration and commitment. Later stages concentrate on transaction and relationship depth.

Time investment patterns vary across stages

The framework assigns time requirements based on stage position and objectives. Awareness requires high time investment because reaching new people and driving initial discovery demands sustained effort, according to the post.

Interest maintains high time investment as sparking curiosity and encouraging engagement continues resource demands. The shift to moderate investment at consideration reflects the narrowed audience. Those exploring solutions have already passed through two stages.

Conversion drops to low time investment. According to the framework, this stage moves leads into customers through targeted offers. The reduced time requirement stems from working with a qualified, interested audience.

Retention shifts to long-term investment rather than high, moderate, or low categorization. Keeping customers engaged and returning represents an ongoing process rather than a fixed campaign.

Marketing tactics align with stage objectives

Each stage employs distinct tactics matched to objectives. Awareness uses social media ads, SEO blog posts, and influencer partnerships to maximize reach. These tactics prioritize exposure over engagement depth.

Interest tactics shift to email newsletters, ebooks or webinars, and retargeting ads. These methods aim to maintain contact and provide value to those who have shown initial interest.

Consideration tactics include free trials, product demos, and case studies. According to the framework, this stage educates buyers and helps them explore solutions. The tactics provide hands-on experience or detailed evidence.

Conversion employs limited-time deals, sales calls, and discount offers. These tactics create urgency and remove final barriers to purchase.

Retention uses loyalty programs, personalized follow-ups, and referral rewards. The tactics focus on maintaining relationships and incentivizing repeat behavior.

Metrics reflect stage-specific goals

The framework assigns different metrics to each stage based on objectives. Awareness tracks website traffic, impressions, and social reach. These metrics measure how many people encounter the brand.

Interest metrics include email sign-ups, content downloads, and new followers. These measurements indicate who has moved beyond passive exposure to active engagement.

Consideration metrics cover demo requests, trial sign-ups, and time on site. These indicators show serious exploration and evaluation behavior.

Conversion metrics focus on conversion rate, revenue generated, and order value. The measurements directly connect to transaction completion.

Retention metrics include repeat purchases and customer lifetime value. These measurements assess the ongoing relationship quality and long-term value generation.

Framework positions funnel as business system

Mistry's post frames the funnel as a complete business system rather than isolated marketing activities. According to the content, the stages work together to transform strangers into loyal advocates.

The post describes the progression through active verbs: get discovered, turn visibility, transform interest, convert action, cultivate customers. This language emphasizes movement and change rather than static categories.

The sequential nature receives repeated emphasis. The post states that skipping steps prevents growth. Each stage builds on the previous one, creating what the content describes as compounding momentum.

The framework concludes with a reminder that includes three elements: sequence, skip steps, and growth stalls. This summary reinforces the linear progression model and warns against incomplete implementation.

Industry context reveals measurement focus

The marketing industry has increased focus on funnel measurement and attribution. Brand Lift Studies measure moments along the consumer journey, including brand awareness, ad recall, consideration, favorability, and purchase intent.

Advertisers using YouTube video ads can set up these studies on Google Ads or DV360. The studies isolate a randomized control group that was not shown the ad and an exposed group that saw the ad.

Customer lifetime value calculations have become standard practice. LTV reflects the total revenue a customer generates throughout their relationship with a company. The metric helps businesses assess long-term value and prioritize strategies for acquiring and retaining customers.

Marketing professionals use LTV for multiple purposes: determining maximum customer acquisition costs, allocating marketing budgets efficiently, prioritizing retention campaigns, forecasting future revenue, evaluating campaign effectiveness, setting pricing strategies, segmenting markets, and guiding product development.

Framework reflects broader marketing discussions

The five-stage funnel framework joins ongoing industry discussions about customer journey models. Traditional linear funnels face questions about their accuracy in representing modern consumer behavior.

Some marketing professionals argue that digital channels have made traditional media more effective. Others point to consumer behavior that skips stages or moves non-linearly through purchase processes.

The debate extends to tactical choices. Social media ads, SEO content, and influencer partnerships dominate many digital-first strategies. Traditional channels like TV, press, and outdoor advertising maintain supporters who cite research on their effectiveness.

Retention has gained increased attention. Many marketers focus heavily on acquisition while overlooking customer retention. The shift toward measuring customer lifetime value reflects growing recognition of retention's importance.

Timeline

Summary

Who: Madhav Mistry, a marketing strategist, published the framework on LinkedIn through an account associated with Marketing XYZ, which has 27,670 followers. Marketing professionals including Matthew Kerry, Chetan Muley, Pieter Willems, Sunitha Anuraj, and others commented on the post.

What: A five-stage marketing funnel framework dividing customer acquisition into awareness, interest, consideration, conversion, and retention. Each stage specifies tactics, metrics, and time investment requirements. The framework emphasizes sequential progression and warns that skipping stages stalls growth.

When: The post appeared on LinkedIn on January 29, 2025. The post received 827 reactions and 207 reposts, with 16 comments from industry professionals.

Where: The content was published on LinkedIn and shared through Marketing XYZ's profile. The framework builds on industry discussions occurring across digital marketing platforms and conferences, including Google's NewFronts presentation in May 2025.

Why: The framework addresses how businesses should structure their customer acquisition and retention efforts. It matters to the marketing community because Mistry claims 90% of brands fail to move beyond awareness, treating marketing as broadcast rather than conversion. The debate in comments reveals disagreement about digital-only tactics versus including traditional media channels. The emphasis on retention reflects industry recognition of customer lifetime value's importance beyond initial acquisition. The framework arrives as traditional linear funnel models face scrutiny from industry leaders.