If you’ve ever tried to build a funnel and ended up with 12 tabs open, 3 different “definitions,” and one mild identity crisis… yeah, you’re not alone.
Because the internet loves throwing around the word funnel like it’s one simple thing.
But in real life, what most people call a “sales funnel” is actually two different systems doing two different jobs:
- One part brings people in and warms them up
- The other part pushes them to finally buy
That’s where the confusion starts and where a lot of funnels quietly die.
I’ve seen businesses with great offers, great landing pages, and even decent traffic… still struggle because their funnel stages don’t match what the customer actually needs in that moment.
Top-performing funnels can reach a 5.31% conversion rate or more that will be a game-changer for your business.
So, in this article, I’ll share-
- What sales and marketing funnels are
- Sales Funnel vs Marketing Funnel
- The key stages and metrics for each
- How to align them for better results
- The best tools to build high-converting funnels in WordPress
So let’s get started.
TL;DR: Sales Funnel vs Marketing Funnel
If you’re confused about the difference, here’s the simplest way to think about it:
- Marketing funnel = brings people in and warms them up
- Sales funnel = turns warm leads into paying customers (and keeps them coming back)
The key difference
- Marketing funnel stages: Awareness → Interest → Consideration
- Sales funnel stages: Decision → Action → Retention
Quick takeaway
If you’re attracting traffic but not getting sales, your sales funnel needs work.
If you’re getting no leads at all, your marketing funnel needs work.
What is a Marketing Funnel?
A marketing funnel is basically what happens before someone becomes a customer.
It’s the process of getting strangers to notice you, understand what you do, and slowly start trusting you until they finally reach that point where buying from you feels like the obvious next step.
Most marketing funnels move through three main stages:
- Awareness: People discover you for the first time
- Interest: They stick around because something you shared helps them
- Consideration: They start thinking, “Okay… I might actually want to buy from this person.”
A quick scenario (so this feels real)
Let’s say you’re an online business coach who helps entrepreneurs grow their businesses.
Here’s what your marketing funnel looks like in real life:
- Awareness: Someone scrolls Facebook and sees your ad about “how to scale your business.” Or they Google something like “how to get more clients,” find your blog post, and click. Either way, they now know you exist.
- Interest: They like what they read (or watched), so they sign up for your free webinar: “5 Strategies to Get More Clients.”
They’re not ready to pay you yet. But they are curious. That’s a win. - Consideration: After the webinar, you stay in touch through nurturing emails, sharing success stories, useful tips, and a few real examples of how your coaching works.
Now you’re not just “a coach on the internet.” You’re someone who sounds like they actually know what they’re doing.
And that’s the whole job of the marketing funnel: turning cold traffic into warm leads who trust you enough to consider buying.
What is a Sales Funnel?
A sales funnel starts when someone is already interested in what you offer.
At this point, your lead isn’t a random visitor anymore; they’ve engaged with your content, they understand what you do, and they’re close to making a decision.
Now your job is simple:
Help them move from “This sounds interesting” to “Okay, I’m buying.”
So while the marketing funnel attracts and warms people up, the sales funnel is what actually converts them into paying customers and keeps them around after the purchase.
Most sales funnels follow three stages:
- Decision: They’re seriously considering buying
- Action: They complete the purchase
- Retention: You keep them engaged so they stay, upgrade, or buy again
The same scenario (so it clicks instantly)
Let’s continue with the online business coach example.
You’ve already nurtured your leads through the marketing funnel, they watched your webinar, read your emails, and now they’re thinking:
“Okay… this might actually be what I need.”
Here’s how the sales funnel plays out:
Decision: At the end of your webinar, you present your coaching package, and you give them a reason to act now.
Maybe it’s a limited-time discount, a bonus call, or a fast-action offer like: “Join in the next 24 hours and get a private strategy session.”
This is the moment where they decide if they’re in or out.
Action: Once they click “Join,” they land on a simple sales page or one page funnel with:
- A clear breakdown of what they’re getting
- Testimonials from past clients
- A smooth checkout process
They buy without confusion or friction or a 17-step checkout.
Retention: After they sign up, you don’t just disappear.
You send a welcome email series, help them get started, and then later you offer an upgrade like a VIP coaching program, extra support, or a higher-tier package.
That’s how the funnel doesn’t just create a sale… it creates a long-term customer.
Now let’s learn about the stages of a marketing funnel vs a sales funnel in detail.
Stages of Marketing Funnel (Attract & Nurture Leads)
- Awareness – Attracting potential customers (ads, SEO, social media).
- Interest – Engaging leads with content (blogs, videos, lead magnets).
- Consideration – Building trust (case studies, testimonials, email nurture).
Let’s explain each stage with example:
1. Awareness
Awareness is the first stage of a marketing funnel, where you introduce your brand to a defined audience and attract potential leads.
It focuses on reaching a target market through strategies like PPC ads, blog posts, and social media to generate interest.
For example, suppose you are a gym trainer. Your fitness marketing team runs PPC ads targeting people interested in fitness, promoting a free 7-day home workout guide.
At the same time, you publish SEO-optimized blog posts like “Best Exercises for Fat Loss at Home.”
These strategies help a content marketer attract many people to your training programs.
It also generates marketing-qualified leads (MQL) who are more likely to move further in the purchase process.
2. Interest
At this marketing stage, your target audience is aware of your brand in the awareness stage, but they need more information before making a first-time purchase.
This is where you build trust and keep them engaged with valuable content that addresses their customer needs.
For example, as a gym trainer, Your target audience has seen your ads and downloaded your free 7-day workout guide, but they’re not ready to commit yet.
To build trust, you send them follow-up emails with workout tips, share blog posts on proper nutrition, and post client success stories on social media.
3. Consideration
At this stage, your target audience is interested but needs reassurance before making a first-time purchase.
This is where you focus on building trust by showcasing real results through case studies, testimonials, and email nurture campaigns.
For example, suppose you are a gym trainer. Some of your leads have been engaging with your blog posts and watching your workout videos, but they haven’t signed up yet.
To convince them, you send testimonial emails from existing customers who achieved their fitness goals with your training.
You can also share a case study of a client who lost 20 pounds in 3 months using your program.
Stages of Sales Funnel (Convert & Retain Customers)
Although as I told marketing funnel is also a part of the sales funnel. Here you will learn about the direct stages of the sales funnel after the marketing funnel which leads to conversion and customer retention.
- Decision: Making the purchase (checkout, payment, final push).
- Action: Completing the Purchase (Order Confirmation, Thank You Page, Next Steps)
- Retention: Nurturing Long-Term Relationships (Upsells, Loyalty Programs, Follow-Ups)
Let’s explain each stage with examples:
1. Decision
At this stage of the sales funnel, marketing qualified leads (MQLs) are ready to take action. They’ve engaged with your content, and it’s time to make their decision.
You want to make the checkout process as smooth as possible, offering easy payment options and a clear goal that leads them to complete the purchase.
For example, After nurturing your leads with workout tips and client success stories through blog posts and engaging social media posts, you can offer a special discount for those who sign up for a membership within the next 24 hours.
You can also include a free personal training session or a discount on the first month as a final push.
This exclusive bonus makes it easier for leads to take that next step and commit to the training membership.
2. Action
Now that your lead is ready to purchase, it’s time to ensure a smooth and welcoming experience.
Once they complete the checkout process, immediately send an order confirmation to reassure them that their purchase went through successfully.
For example, After they sign up for your membership, you send a thank you page that welcomes them to the gym.
You also offer the next steps, like scheduling their first workout session or joining your new member orientation.
This provides clarity on what to expect next and keeps them excited about their decision.
3. Retention
After your customers complete their purchase, it’s crucial to nurture long-term relationships and continue delivering value.
This stage focuses on retaining customers by offering personalized follow-ups, upsells, and loyalty programs that encourage repeat business and build trust.
For example, After a client signs up for your membership, you could offer an upsell for personal training or invite them to join exclusive classes like yoga or strength training.
You could also introduce a loyalty program, where customers earn points for attending sessions that can be redeemed for discounts or special offers.
Key Differences Between Sales Funnel vs Marketing Funnel
Let’s break down the key differences between sales funnel and marketing funnels in a way that’s easy to digest:
| Aspect | Marketing Funnel | Sales Funnel |
|---|---|---|
| Purpose | Attracts and nurtures potential customers | Converts leads into paying customers |
| Focus | Brand awareness, engagement, and lead generation | Sales conversions and customer decision-making |
| Stages | Awareness → Interest → Consideration | Decision → Action → Retention |
| Key Activities | Content marketing, social media, SEO, email marketing | Sales calls, demos, offers, closing deals |
| Target Audience | Cold and warm leads | Hot leads and prospects ready to buy |
| Tools Used | SEO tools, Mail Mint, social media platforms | CRM, sales automation, landing pages, WPFunnels |
| Outcome | Leads and potential customers | Sales and customer retention |
Types of Marketing Funnels (Attract & Nurture Leads)
Next, I’m going to walk you through the different types of marketing funnels that help you attract and nurture leads.
1. Lead Generation Funnel
The Lead Generation Funnel captures potential customers by offering free resources like ebooks, checklists, or templates in exchange for their contact details.
For example, as a marketing agency, you can offer a free eBook on “Boosting Your Brand Awareness with Simple Strategies” which can help you capture leads.
Once they download it, you can nurture them further through email, guiding them through the Mofu (middle of the funnel) stage and towards closing deals.
2. Content Marketing Funnel
The Content Marketing Funnel uses blogs, videos, and SEO to attract, educate, and nurture leads, moving them closer to making a purchase.
For example, you can create informative blog posts or videos on topics like “5 Ways to Increase Your Product Demand” which can help engage your target audience.
This content builds trust and allows you to guide qualified leads to the next stage of your sales funnel.
3. Social Media Funnel
The Social Media Funnel engages your audience using both organic posts and paid ads on platforms like Instagram, LinkedIn, or Facebook, attracting leads to your funnel.
For example, you can run social media campaigns with lead magnets, like a free consultation, which will help you connect with potential clients.
These interactions help move leads toward the closing deals stage and turn them into loyal customers.
4. Email Nurture Funnel
The Email Nurture Funnel uses automated email sequences to build relationships with leads over time. It keeps them engaged and moves them through the funnel.
For Example, as a marketing agency, you can send a series of emails that showcase your customer relationship management skills, share case studies, and offer a free audit.
This keeps your leads warm, and eventually, some will become qualified leads, ready to convert.
5. Webinar Marketing Funnel
The Webinar Marketing Funnel educates and engages your leads through live or recorded webinars, pushing them closer to becoming customers.
For Example, Your marketing agency could host a webinar like “How to Use Digital Marketing to Grow Your Business.”
During the webinar, you can provide actionable tips and end with a special offer.
It encourages attendees to take the next step in the funnel and book a consultation with your team.
Types of Sales Funnels (Convert & Retain Customers)
Now, let’s shift focus to the types of sales funnels that are specifically designed to help you convert and retain customers.
1. Tripwire Funnel
A Tripwire Funnel offers a low-cost product to convert leads into first-time buyers, often as an irresistible entry point.
For example, for your marketing agency, you could offer a low-cost audit or consultation as a tripwire.
Once a lead signs up, you can upsell them to your more comprehensive services, turning them into a loyal customer.
2. Sales Page Funnel
The Sales Page Funnel focuses on a dedicated sales page designed to convert visitors into paying customers, typically with clear messaging and a strong call to action.
For example, As a marketing agency, you can create a well-designed sales page highlighting your SEO or social media marketing services, showcasing testimonials and a clear offer.
This single page serves as your funnel. It encourages visitors to book a consultation.
3. Webinar Sales Funnel
A webinar sales funnel promotes and sells high-ticket products through an educational, sales-driven webinar.
For Example, your marketing agency could host a live or recorded webinar on digital marketing strategies and then offer a special promotion for attendees to sign up for your premium services.
Webinars are a great way to educate leads and close deals.
4. Product Launch Funnel
A product launch Funnel generates excitement around a new product or service, using anticipation and scarcity to drive sales.
For Example, If your marketing agency is launching a new service, such as a paid ads management package, you can create a launch funnel.
Share sneak peeks, countdowns, and exclusive offers to build anticipation and encourage early sign-ups.
5. Application Funnel
The Application Funnel qualifies leads before allowing them to book a call or apply for a service, ensuring you only work with highly interested and suitable prospects.
For example, you can use an application funnel where leads fill out a form to apply for a strategy session.
This allows you to filter out unqualified prospects and focus on those who are more likely to convert into paying customers.
How to Align Sales Funnels to Your Marketing Funnel
When your marketing funnel and sales funnel work together, your customer journey feels smooth.
The key is simple: Your marketing funnel builds trust. Your sales funnel converts.
Your leads don’t feel rushed. They don’t feel confused. They just move naturally from “Who are you?” to “Okay, I’m in.”
But the handoff between them needs to feel seamless.
Here’s how you align them step-by-step, with a real scenario so it actually makes sense.
Step 1: Attract the right leads (TOFU)
At the top of the funnel, you’re not trying to sell.
You’re trying to get in front of the right people and give them a reason to engage.
Scenario: Let’s say you run a marketing agency that helps small businesses generate leads.
Instead of sending cold traffic straight to a “Book a Call” page, you create a simple lead magnet like:
- “A 7-day content plan that brings leads without paid ads”
You promote it through:
- SEO blog posts
- Facebook ads
- Social media posts
Now you’re pulling in people who actually need your service, not random clicks.
Step 2: Warm them up with a nurture sequence (MOFU)
Once someone downloads your lead magnet, they’re interested.
But they’re not ready to hire you yet.
They still have doubts like:
- “Will this work for my business?”
- “Is this agency legit?”
- “How do I know they’re not just selling fluff?”
Scenario: After they download your content plan, you send a short email sequence like this:
- Email 1: “Here’s your plan + how to use it in 20 minutes.”
- Email 2: A quick win tip (what to post first)
- Email 3: A case study showing how a client got leads using the same approach
- Email 4: Common mistakes that stop content from converting
- Email 5: A soft CTA: “Want us to build this for you?”
This stage is where trust gets built without forcing a sale too early.
Step 3: Convert with one clear sales-focused offer (BOFU)
Now your leads are warm.
They’ve seen your content, read your emails, and they’re thinking:
“Okay… this makes sense. I might actually need help.”
This is where you introduce the sales funnel.
But here’s the rule: you give them one next step, not five.
Scenario: Instead of saying, “Here are all our services,” you offer a simple BOFU action like:
“Book a free 15-minute funnel audit.”
On that page, you include:
- What they’ll get on the call
- A few client testimonials
- A simple booking form
Now you’re not asking them to commit to a full package yet.
You’re asking them to take one easy step.
- You can read: Bottom of the Funnel – Convert Prospects Into Customers
Step 4: Upsell after purchase (without sounding pushy)
Most funnels stop after the first conversion.
But the best funnels keep going because your highest profit often comes after the first sale.
Scenario: Let’s say a lead books the audit and then signs up for your basic service: A one-time landing page + email setup.
After they buy, you offer a post-purchase upgrade like:
“Want us to also run your retargeting ads so the funnel stays active? Add it for 20% off this week.”
This works because:
- They already trust you
- They already paid once
- They’re still in action mode
This is where your funnel starts increasing revenue without needing more traffic.
Step 5: Recycle leads who didn’t convert (because most won’t)
Not everyone buys the first time.
Some leads get busy. Some hesitate. Some need more proof.
That doesn’t mean they’re bad leads; it just means they’re not ready yet.
This is where most funnels lose money: they don’t follow up.
Scenario: A lead downloads your free guide, reads your emails… but never books the audit.
Instead of letting them go cold forever, you recycle them with:
- A new email series a few weeks later
- A “client success story” email
- A webinar invite
- A new lead magnet
So maybe 3 weeks later, they get an email like:
“Want to see what a simple funnel looks like when it’s actually working? Here’s a real example.”
Now you’re giving them another entry point without starting from scratch.
Step 6: Make the whole journey feel connected
This is the part that makes your funnels feel “high-converting.”
Your marketing funnel and sales funnel shouldn’t feel like separate systems.
They should feel like one continuous experience.
Scenario: Your lead downloads the free content plan.
Then the journey looks like this:
- They get the resource instantly
- They receive 5 helpful emails over a week
- They see proof through a case study
- They get invited to a free funnel audit
- They book the call
- They sign up
- They receive onboarding emails
- They get offered an upgrade later
Nothing feels random or forced.
And the lead never feels like you suddenly switched from “helpful” to “salesy.”
The real goal of alignment
When you align both funnels properly, you stop doing the frustrating stuff:
- Selling too early
- Nurturing forever without converting
- Losing warm leads because there’s no follow-up
- Treating marketing and sales like two separate worlds
Instead, you build a customer journey that feels natural and converts better because it respects how people actually buy.
By following these steps, you can effectively align your funnels for marketing and sales, creating a streamlined process that attracts, nurtures, and converts qualified leads into loyal customers.
Tools to Create a Customer Journey for Sales And Marketing Funnels
Here are some recommended tools for managing integrated marketing and sales funnels in WordPress:
WPFunnels (Funnel Mapping & Building)
WPFunnels is a drag-and-drop WordPress plugin that makes creating and managing your entire customer journey a breeze. You can map out your sales funnel step-by-step, creating landing pages, upsell pages, and more.
It also provides analytics to help you track which parts of your funnel are performing well, so you can adjust for better results.
For example, If you want to create a funnel that guides your potential customers from landing page to purchase, WPFunnels can easily visualize the entire process for you.
Mail Mint (Lead Capture, Email Marketing & Automation)
Mail Mint is a WordPress plugin that handles all your email marketing and lead management needs.
It helps you capture leads through popups and opt-in forms, and then nurture them with automated email sequences.
It’s perfect for building multi-step sales funnels and tracking your engagement throughout the process.
For example, After capturing an email address from a lead, Mail Mint can send them a sequence of emails, educating them on your product and eventually guiding them to make a purchase.
Revive Social (Social Media Promotion)
Revive Social helps you manage your social media posts by automatically scheduling and recycling top-performing content.
You can easily promote your funnels across social media platforms like Facebook, Twitter, and LinkedIn, increasing traffic to your site and driving conversions.
For example, Once you’ve published a blog post related to your product, you can schedule a social media post with Revive Social to drive more traffic to your funnel and boost awareness.
CoSchedule (Blog Content Management)
CoSchedule is the perfect tool for planning and scheduling your blog content. It ensures your blog is always updated with useful content that will bring new visitors into your funnels.
CoSchedule also helps you track how well your content is performing, so you can fine-tune it to get even better results.
For example, If you write a blog post about “How to Choose the Right Product for Your Business,”
CoSchedule makes it easy to schedule and optimize the posts to attract more readers and potential leads.
MonsterInsights (Analytics & Data Visualization)
MonsterInsights connects your WordPress site to Google Analytics. It gives you a clear view of how visitors are interacting with your website.
You’ll get real-time insights into how people move through your sales funnel, which pages perform the best, and what needs improvement. It’s perfect for making data-driven decisions to optimize your funnels.
For example, By tracking which pages are visited the most in your funnel, MonsterInsights can help you see where customers drop off.
It allows you to tweak your funnel for higher conversions.
Conclusion
The sales funnel and marketing funnel work together but focus on different stages. The marketing funnel is about attracting and nurturing leads and helping them get familiar with your brand.
The sales funnel, on the other hand, is where you turn those leads into customers by guiding them toward making a purchase.
By understanding and optimizing both funnels, you can create a smoother journey for your leads, leading to higher conversions and stronger relationships with your customers.
To make this process easier, using tools like WPFunnels can help you design and automate your funnels, making sure you’re maximizing your efforts at every stage.
** FAQs **
1. What is the purpose of a sales funnel?
- The sales funnel helps guide prospects through the stages of awareness to purchase, making it easier to close deals. By targeting the right qualified leads at each stage, you improve the chances of conversion.
2. How do I know if my marketing funnel is working?
- You can track your funnel’s effectiveness by reviewing the customer acquisition dashboard and measuring your conversion rates. If your leads aren’t moving through the stages, it may be time to adjust your approach.
3. Why is customer retention important after the sale?
- Customer retention increases lifetime value and encourages repeat business. Following up with loyalty programs and great customer service ensures your customers stay engaged and satisfied.
4. What’s the difference between a lead and a qualified lead?
- A lead shows basic interest, but a qualified lead has taken specific actions, indicating they’re ready to buy. Qualified leads are more likely to convert, making them more valuable to your sales strategy.
5. How can I use WPFunnels to improve my funnel strategy?
- WPFunnels helps you design and automate sales and marketing funnels in WordPress, making it easier to guide leads through the funnel stages and close deals more effectively.
