The Marketing Growth Funnel

You had the data. You had the spend.

You just weren't reading the right signal.

Most DTC brands are active at every stage of the funnel.
But active isn't the same as informed.

Here's the signal map I walk through with every brand in our first session:

1️⃣ Awareness: Get in front of the right people.

- Where to show up: Founder-led social, organic search, paid prospecting.
- KPIs: Impressions and reach, new visitor traffic, cost per new visitor.
- What matters: Lead with a strong operator POV. Test new creative angles.

2️⃣ Consideration: Give them a reason to stay.

- Where to show up: Educational content, email nurture, retargeting.
- KPIs: Returning visitor rate, email open and click rate, scroll depth.
- What matters: Educate before you sell. Build sequences that scale.

3️⃣ Intent: Identify who is close to buying.

- Where to show up: Product pages, comparison content, branded search.
- KPIs: Add to cart rate, product page conversion rate, branded search volume.
- What matters: Remove friction at the point of highest intent.

4️⃣ Conversion: Turn intent into revenue.

- Where to show up: Landing pages, cart sequences, email
- KPIs: Conversion rate, revenue per session, cart abandonment rate.
- What matters: Audit your conversion stages before you reach for a discount.

5️⃣ Loyalty: Build on what's already working.

- Where to show up: Post-purchase flows, subscription programs.
- KPIs: Retention rate, repeat purchase rate, LTV by cohort.
- What matters: Fix the post-purchase experience before growing the funnel.

Using this funnel, we've:

- Increased Branded Bills' email revenue by over 100% year over year.
- Generated 122% sales increase for Henry Rose through segmentation.
- Delivered 10.8x ROAS for a women's fashion brand through segmentation.

Remember, the signal at each stage informs the decision at the next.

What's the signal you're most focused on right now?
Let me know in the comments.

If you want a clearer read on where your funnel is losing signals,
Book a free consult through my profile.

♻️ Repost for another founder running DTC growth.
And follow me, Jacob Rokeach, for more operator-level breakdowns.