2.1 Bowtie Funnel Journey & Campaign Objectives
Goal
Help marketers understand how to map campaigns to each stage of the bowtie journey with clear objectives and KPIs, ensuring full journey coverage that drives both acquisition and post-sale growth.
What you will learn
- Explain the bowtie journey stages and map them to campaign objectives
- Differentiate between buyer journey (customer perspective) and marketing funnel (internal process)
- Identify gaps in your current campaign coverage
- Choose which campaigns to prioritise based on journey stage gaps and business objectives.
- Set KPIs aligned with each stage’s goal