WHY CHOOSE THIS COURSE?
The marketing funnel is the backbone of every successful customer journey.
Did you know that companies with a well-defined marketing funnel generate 50% more sales-ready leads at 33% lower cost? Yet most marketers focus on one or two funnel stages and leave conversions on the table as a result.
From the moment a prospect first discovers your brand to the point they become an advocate who brings others with them, every touchpoint matters and every touchpoint is an opportunity.
The Maximise Your Marketing Funnel course is your end-to-end guide to understanding, building, and optimising the modern customer journey. Across six modules, you'll learn how to attract the right prospects, nurture them with precision, close deals confidently, and keep customers coming back.
WHAT WILL I LEARN?
This course contains 6 modules to give you a complete toolkit for mastering the marketing funnel, including:
The funnel has evolved... and so has your customer. In this module, you'll learn how to map the B2B and B2C buyer journey, understand the key decision-making factors at each stage, and align your marketing and sales goals to maximise ROI. By the end, you'll have a clear picture of how to meet your customers where they are.
Attracting the right audience starts long before they're ready to buy. You'll learn how to define and refine your audience personas using advanced techniques, build your list with high-quality content, and leverage SEO strategies and data-driven segmentation to make every effort count.
This is where interest turns into intent and it's one of the most critical stages to get right. You'll discover how to create webinars, case studies, and whitepapers that educate and engage, use email marketing automation to nurture leads effectively, and apply analytics to refine your campaigns and re-engage potential leads.
Ready to close? You'll get hands-on with A/B testing and conversion rate optimisation for landing pages, learn effective follow-up strategies including CRM integration, and understand how to use sales enablement to ensure a smooth, confident customer experience. By the end, you'll know exactly how to turn leads into loyal customers.
Retention shouldn't be an afterthought as it's truly the foundation of long-term growth. This module covers how to create an onboarding process that sets the tone for a great relationship, strategies for cultivating loyalty through personalised recommendations and offers, and how to leverage customer reviews and referrals to amplify your brand.
For the final module, we're focusing on one of the most impactful things a marketer can do: build a strong, aligned relationship with their sales team. You'll learn how to improve communication and collaboration, develop joint strategies and campaigns, and integrate CRM and marketing automation for better data sharing across the business.
HOW WILL I LEARN?
Blend theory with practice to deepen your knowledge
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This course is self-paced, so you can work through each module at a speed and schedule that suits you.
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You'll have practical tasks, templates, and tracking sheets throughout the course to help you put your learning into action immediately.
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A quiz at the end of Module 6 will unlock your certificate and you can share it on your socials to show off your new skills!
When you become a Girls in Marketing member, you can access the Maximise Your Marketing Funnel course and all of our other self-paced marketing courses, 1:1s, templates and webinars, too!
MEET THE COURSE CO-CREATORS!
beth o'malley
Beth is an email and CRM specialist, founder of Astral Digital, and a recognised Gold HubSpot Partner. With over a decade reshaping email marketing, Beth has helped businesses unlock over £9 million in revenue from CRM and smarter marketing strategies and she's on a mission to educate the next generation of email-first marketers.
sian conway-wood
Sian is a Senior Managing Partner at 181st Street Communications, a specialist agency in behavioural marketing, with over a decade of experience in corporate communications, ecommerce, and sustainable brand strategy. Sian is a leading voice in eco-focused marketing and has worked with influential global changemakers to build purpose-driven brands.
sophie fell
Sophie is Head of Paid Media at Liberty Marketing Group and has spent nearly a decade managing over £150 million in ad spend for national and global brands including LinkedIn, Vue Cinemas, and National Trust. She has authored two books on paid media strategy and is known for running truly effective campaigns while sharing her top tips for success.
MEMBER TESTIMONIALS
What our members say about our membership
"There are so many learning platforms online but none of them compares to GiM. Not only is it full of the most important and up-to-date information and practical step-by-step plans, but it's also a platform to be inspired, supported and heard. It's better than any course or any university."
Vejune Cesnulyte, Social Media Marketing Manager
"I became a member when I started my Digital Marketing Apprenticeship and it has become such a valuable resource in my career and education. So much care has been put into the resources, the webinars are a must-watch and the community is so supportive. If you're in the early stages of your marketing career, I'd highly recommend joining!"
Karis Gorst, Communications Officer
You'll also find in the Girls in Marketing Membership...
Monthly Events
Whether you love learning from expert-led workshops or you're in it for the networking, our monthly events have something for every type of marketer. Can't make it live? No problem! Every event is recorded and ready to watch whenever you are.
Supportive Community
Our close-knit community is at the heart of everything we do. From community channels and catch-up chats to mentor 1:1s and events, there's a space for every marketer to thrive, connect, and feel genuinely supported.
Marketing Resources
As marketers, we're always in need of prompts, templates, and places to start - whether that's a lead generation framework, a campaign planner, or a professional development template. You'll gain access to our entire expert-created template library to use whenever you need it.
Educational Content
From webinars to blog posts and templates, our educational content spans every area of marketing so you can keep upskilling at your own pace. You'll have everything you need to stay sharp, grow your career, and hit new milestones.
FAQs
Maximise Your Marketing Funnel
Frequently Asked Questions
A marketing funnel is a model that maps the journey a customer takes from their first interaction with your brand right through to purchase and beyond. It's typically split into three stages: top of funnel (awareness and discovery), middle of funnel (consideration and nurturing), and bottom of funnel (conversion and decision). This course covers all three stages in depth, plus post-sale retention strategies.
Understanding the funnel helps you make smarter decisions about where to focus your efforts and budget. Instead of putting out content without a clear purpose, you'll know exactly what your audience needs at each stage and how to give it to them. It also helps bridge the gap between marketing and sales, because both teams are working towards the same end goal.
Yes! Module 1 specifically covers how to map the customer journey for both B2C and B2B audiences, and the strategies throughout the course are applicable across both contexts. Whether you're working on a consumer-facing brand or a business-to-business offering, the funnel principles and the templates will work for you.
Absolutely. Whether you're in-house or agency-side, understanding the full funnel is one of the most valuable skills you can have as a marketer. This course is designed to give you both the strategic knowledge and the practical tools to make an impact in your specific role and Module 6 on cross-team collaboration is particularly valuable if you work closely with a sales team.