This document outlines the typical lead lifecycle and funnel stages that contacts progress through, from initial awareness where they are less engaged with optimized pages and blog articles, to consideration where they show more interest through ebooks and guides, to decision stage where they are ready for sales through webinars and free trials, and finally to conversion into a customer through targeted marketing and reporting. It also lists common lead sources associated with each stage of awareness, consideration and decision, and shows the workflows to transition contacts from one stage to the next in the lead lifecycle.

1. HUBSPOT.COM ASPIREDIGITAL.ORG
A less engaged
contact typically
comes from:
- Optimized Pages
- Blog Articles
- Social Channels
A contact showing
interest typically
comes from:
- Ebooks
- Guides
- Whitepapers
A contact ready for
the sales team will
likely come from:
- Webinars
- Tools
- Free Trials
A contact converted
to a customer will
result from:
- Smarketing
- Closed-Loop
Reporting
AWARENESS (TOFU) CONSIDERATION (MOFU) DECISION (BOFU)
MQLLEADSUBSCRIBER SQL CUSTOMER
WORKFLOW
SUBSCRIBER TO LEAD
WORKFLOW
LEAD TO MQL
WORKFLOW
MQL TO SQL
LEAD LIFECYCLE & FUNNEL STAGES