The core stages, top to bottom
Different frameworks slice the journey differently, but nearly every model covers the same territory. Here is the full sequence with what happens at each stage, what the buyer is thinking, and what content earns its place there.
1. Awareness
The buyer realizes they have a problem — or discovers your category exists. Mindset: "I didn't know this was a thing." Your job is visibility without a hard sell: blog posts, social content, videos, PR, SEO. Measure with reach, impressions and new visitors.
2. Interest
Curiosity becomes attention. The visitor reads a second article, watches a video to the end, follows you. Mindset: "This looks useful — tell me more." Newsletters, free tools, quizzes and webinars convert casual attention into an owned relationship.
3. Consideration
Active evaluation begins. The prospect compares options, reads reviews and asks peers. Mindset: "Which solution is actually best for me?" Comparison guides, case studies, webinars and detailed product content win here. This is the longest stage in most B2B funnels.
4. Evaluation
The shortlist forms. Objections surface: price, fit, risk, switching cost. Mindset: "Convince me this won't be a mistake." ROI calculators, free trials, demos, FAQs and sales conversations address objections directly.
5. Decision / Action
The purchase moment. Mindset: "Okay, let's do it." Friction is the enemy: every extra form field, surprise fee or slow page costs conversions. Landing pages, one-page checkouts, clear pricing and guarantees belong here.
6. Retention
The funnel does not end at purchase — the most profitable growth comes after it. Mindset: "Was this worth it?" Onboarding emails, in-app guidance, loyalty perks and proactive support turn first-time buyers into repeat revenue.
7. Advocacy
Satisfied customers become the channel: reviews, referrals, testimonials, community answers. Mindset: "I tell people about this." Referral programs, review requests and community spaces systematize what happy customers do naturally.
How the classic models map to these stages
| Model | Top | Middle | Bottom | After purchase |
|---|---|---|---|---|
| AIDA | Attention | Interest, Desire | Action | — |
| TOFU/MOFU/BOFU | Awareness | Consideration, Evaluation | Decision | Loyalty |
| SaaS | Discovery | Signup, Onboarding, Activation | Conversion | Expansion, Referral |
| E-commerce | Discovery | Browse, Product view | Cart, Checkout | Loyalty |
Naming your own stages
Generated stage names are a starting point. When you finalize yours, keep three rules: names should describe the buyer's state (not your internal process), each stage needs an entry and exit signal you can observe (a form fill, a trial start, a purchase), and the whole team must use the same words. A funnel nobody agrees on is decoration.
Use the free generator to draft a stage map in your chosen framework, then adjust names until they match how your customers actually behave.