In the digital marketing world, the one process you hear spoken of most often in dozens of different terms and methods is the conversion funnel. No matter what words you use to describe it, this is essentially the path that starts at a complete stranger and ends in a paying customer. Naturally, companies seek to guide as many of the general population through this process as possible. From the ground up, marketing teams focus on generating initial interest with large crowds from which interested potential leads can be sorted based on what the people want and need. Inbound marketing brings in even more, often slightly better 'qualified' because their own search terms led them to your website or social media page. From there, the goal is to further qualify those who make it to one of your marketing intake valves and channel them through the buyer funnel.