Skip to content
Anderson Marketing Hub

Funnel Map

Six levels, top to bottom — then a fork into Advocacy + Retention that loops back to the top. Marketing owns the whole funnel by default; 🚩 marks where it becomes a human/sales job and we pull back. Prefer prose? The Marketing Strategy & Funnel page covers the same model in words and tables.

Six levels, top to bottom — then a fork into Advocacy + Retention that loops back to the top. A flywheel, not a line.

Rule of thumb The lower someone's awareness of us, the more it's a MARKETING job. The higher their awareness, the more it's a HUMAN / SALES job.
Marketing owns it — lever is education / reach 🚩Sales owns it — lever is the relationship (🚩 hand off)
  1. 1

    Awareness

    Tiered — they don't know us yet. Runs cold → warm.

    1 Mass Marketing Coldest
    Who
    Everyone in the Phoenix metro. No targeting — the audience is “as many people as possible.”
    Where
    Billboards (static + digital), transit & fleet wraps, yard & job-site signage, sponsorship banners, broadcast radio / TV, streaming audio, local podcasts, print & trade press, Chamber / BOMA presence, community events — plus geo-only runs of paid social, CTV, YouTube & display.
    How
    Maximum-reach brand repetition — same name, same look, same tagline, everywhere, over and over.
    Why
    Prime the name so a future “locksmith near me” search becomes a branded “Anderson Lock & Safe” search. Measured by branded-search volume, not leads.
    2 Targeted Cold Cool
    Who
    Chosen-but-cold commercial decision-makers — property managers, facilities, GCs, schools — picked by geography, title, property type or list. Still don't know us.
    Where
    Targeted paid social, CTV / YouTube to B2B segments, LinkedIn title targeting + InMail, programmatic / IP-targeting to specific buildings, cold search on category & competitor terms, targeted direct mail & canvassing, Apollo cold-email, trade-show booths, GC / architect / integrator partners.
    How
    Aim the dial — reach a hand-picked audience with a relevant message and provoke a first action (click, visit, watch).
    Why
    Provoke a first signal of interest and move them into Retargeting.
    3 Retargeting Warming
    Who
    People who've shown interest in some way but aren't customers yet.
    Where
    Website-visitor retargeting (display / social / YouTube), video-viewer & engagement retargeting, quote / form abandoners, CRM-list retargeting, email nurture (Klaviyo), SMS follow-up (with consent), sales follow-up on warm inquiries, LinkedIn re-touch.
    How
    Re-reach people who left a trace and keep showing up until they're ready to act.
    Why
    Close the gap from “interested” toward “actively looking” — hand off to Consideration.
  2. 2

    Consideration / Intent

    High intent — hand already raised. This is what Tiers 1–3 exist to feed.

    Who
    People actively looking for our services right now.
    Where
    Google Search (PPC), Google Business Profile, map & directory listings (Yelp, Apple Maps, Bing), SEO / organic, review platforms, bid & marketplace platforms (Thumbtack / Angi, Corrigo / ServiceChannel), our service & landing pages.
    How
    Bid on high-intent terms, keep listings complete & review-rich, rank for service + access-control queries, and route every click / call into a tracked capture point (form, click-to-call, CallRail).
    Why
    Capture existing demand — be found at the moment of need and turn the search into a captured lead.
  3. 3

    Conversion

    The first real experience of Anderson.

    Who
    Captured leads — they've called, filled the form or requested a quote. Now deciding whether to hire us.
    Where
    Landing pages, the phone (CSR live answer), email (estimate / quote delivery), proposal documents, follow-up sequences, the website's quote / booking flow, live chat.
    How
    Win the yes with a great first experience — live answer + CSR scripts, fast clean branded estimates, prompt follow-up (incl. abandoned-quote nudges), proof & guarantees, value-over-price framing.
    Why
    Turn a captured lead into a booked job.
  4. 4

    Service

    Starts when the estimate is accepted → ends when the invoice is sent.

    Who
    Booked customers — estimate accepted, job on the schedule, work being delivered.
    Where
    Dispatch & scheduling, the call-ahead (phone / SMS), confirmations & reminders, “tech on the way” ETA tracking, the technician in person, van & uniform, the job site, leave-behinds, job-photo capture, the invoice.
    How
    Deliver a branded professional experience end to end — dispatch & call-ahead scripts, ETA texts, tech appearance, on-site professionalism, “Secured by Anderson” leave-behind + yard sign, a clean branded invoice as the closing impression.
    Why
    Deliver the promise — make the actual service the proof that Anderson is the expert we claim to be.
The fork — two parallel jobs after Service
5

Advocacy

fork: outward

↺ Output loops back UP the funnel.

Who
Just-satisfied customers at peak trust — right after a great job.
Where
Google / GBP & industry reviews, referral asks, testimonial & case-study capture, social tagging & shares, Klaviyo review-request flow, on-site QR / leave-behind.
How
Ask systematically at the peak-satisfaction moment — automated review requests, referral asks & incentives, capture stories & job photos, make sharing easy.
Why
Turn the customer into a megaphone. Reviews feed Consideration; referrals feed Targeted Cold; testimonials & photos feed Mass Marketing & Conversion proof.
6

Retention / Loyalty

fork: inward

Every customer who has ever done business with us — active, occasional & dormant. Not a single line; a matrix.

Why Keep them coming back and grow ticket size — most of the revenue is here, and existing accounts are the warmest path to access control 12% → 40%.

Temp ↓ / Awareness →
Low awarenessdon't know our full scope
High awarenessknow everything we do
Hotactive
① Cross-sell / Educate

Loves us, only knows the one thing they hire us for. “Did you know we also do access control?” Easiest access-control wins.

② Grow 🚩

Best / biggest relationships (CBRE-tier). Stop marketing — the sale's already made. Needs a human, customized touch.

Warm / Midoccasional
③ Introduce scope & deepen

Steady-but-shallow pattern. Use the next routine job to widen their view of us.

④ Upsell

Strong upgrade candidate. “You've done 3 rekeys this year — ready for a master-key system / maintenance plan?” Pattern-triggered.

Colddormant
⑤ Re-awaken

Hired us once, drifted off, never knew the rest. Treat as a cold lead again — re-enters the funnel from the top.

⑥ Win-back 🚩

Knows everything, stopped for some reason. Refer to sales to diagnose & rebuild. Loops back to Awareness Tier 3.

↺ Advocacy loops back to the top — reviews & referrals create new awareness.

Stranger → Advocate

One person’s path through the funnel, in their own words — the dots warm up as trust deepens.

  1. 1
    Awareness Stranger

    “Anderson Lock & Safe? Never heard of them.”

  2. 2
    Consideration Curious

    “We’ve got a rekey situation — and that name keeps showing up everywhere.”

  3. 3
    Conversion Deciding

    “Called, a real person picked up, clean quote in my inbox by lunch.”

  4. 4
    Service Customer

    “Tech texted an ETA, showed up sharp, left the place better than he found it.”

  5. 5
    Retention Loyal

    “They’re my first call now — and I just learned they do access control too.”

  6. 6
    Advocacy Advocate

    “Left them five stars and told two other property managers to call them.”

↺ The advocate’s review becomes the next stranger’s first impression — the flywheel turns.