The Marketing Funnel: Campaigns → Events → Leads → Conversions

The Marketing Funnel in KeenCRM

1. Campaigns (Top of Funnel)

Campaigns are your outreach efforts:

• Create campaigns for email blasts, social media, content, or events
• Add members (contacts) to target with the campaign
• Track campaign performance and engagement

2. Events (Engagement)

Events bring potential customers face-to-face:

• Create trade fairs, conferences, or webinars
• Manage attendees — registration, confirmation, attendance
• Set up booths for exhibitors
• Schedule sessions (talks, workshops)
• Manage sponsors with tiered packages

3. Lead Generation

Campaigns and events generate new leads:

• Attendees who show interest become leads
• Campaign members who engage become leads
• Leads are tracked in the Leads module with statuses: New → Contacted → Qualified → Converted/Lost

4. Lead Conversion (Bottom of Funnel)

Qualified leads are converted to contacts:

• Click "Convert to Contact" on a qualified lead
• A contact record is created with preserved history
• Create a deal in the pipeline for the new contact

Tracking the Full Funnel

| Stage | Module | Metric |

|-------|--------|--------|

| Awareness | Campaigns | Members reached |

| Engagement | Events | Attendees registered |

| Interest | Leads | Leads generated |

| Qualification | Leads | Leads qualified |

| Conversion | Contacts/Pipeline | Contacts created, Deals opened |

| Revenue | Pipeline/Invoices | Deals won, Invoices paid |

Tips

• Link campaigns to events to track the full path from awareness to purchase
• Use lead sources to identify which campaigns generate the best leads
• Review conversion rates to optimize your marketing spend