The Digital Marketing Funnel references the tools and tactics digital marketers use to drive a conversion. It begins with a potential customer’s first awareness of the product or service. This happens through a “top-of-funnel” channel, traditionally, the low- or no-cost platforms, like social media and blogs, for content that capture the attention of new audiences, and engages existing customers. After a lead is captured, the marketer entices the prospect through marketing automation. The term, “Funnel,” which is marketing lingo, can be simply translated as actions taken to cultivate a customer relationship in order to drive a purchase.