Funnel

The Audience > Funnel view allows you to follow the evolution of a contact on the engagement scale. Each contact appears in the column corresponding to their highest level of engagement.

The following statuses represent the levels of engagement from weakest to strongest:

1. Invited

2. Connected

3. Nurtured

4. Engaged

5. Leads

Levels of engagement

Invited

Represents the list of invited contacts who have not yet accepted the invitation. Only contacts invited by one of the workspace members through an invitation campaign are visible here.

Starting an invitation campaign

Connected

Represents the list of contacts who have accepted the invitation to join the network of one of the workspace members through a campaign, but who have not received a message from them.

A contact can remain in Connected status for the following reasons:

• The invitation campaign welcome message has not yet been sent

• The invitation campaign welcome message was not sent because the sending rules were not valid

• No welcome message has been configured in the invitation campaign and the contact has never been involved in an awareness campaign

Nurtured

Represents the list of contacts who have received a message from one of the workspace members through a campaign. The message in question can be either a welcome message sent through an invitation campaign or a message sent through an awareness campaign.

The contact remains in this status as long as they don't show any sign of engagement or aren't marked as Lead.

Engaged

Represents the list of contacts who have shown at least one of the following signs of engagement:

• The contact has been involved in a campaign and has responded positively to one of the workspace members

• The contact has clicked a link sent to them through a campaign

• The contact liked or commented on content shared through Stent by one of the workspace members

These indicators are cumulative; their numbers represent the strength of their engagement, represented in the funnel by a number of flames.

Leads

Represents the list of contacts who have been marked as Lead by one of the workspace members.

This status represents the final step to which you want to take all of your contacts. At this point, you can choose to export these contacts to your CRM.

Exporting a contact to your CRM

Counters and conversion ratios

A contact is only visible in the column corresponding to their highest level of engagement. For example, a contact who has been invited and who accepted the invitation will be visible in the Connected column but will no longer be visible in the Invited column. Although deemed to have been invited and counted as such, the contact has been moved to a higher level for having accepted the invitation.

Number of contacts who have passed through column 1

Represents the number of contacts present in or who have passed through column 1.

Conversion ratio between column 1 and column 2

Represents the conversion ratio between columns 1 and 2. This figure is based on counters 1 and 4.

Conversion ratio health

Visual indicator to gauge the health of the conversion ratio, based on the standards listed below. Green is considered to be in the upper average observed, while red means the ratio is considered able to be improved.

Source column	Destination column	Tipping point value
Invited	Connected	40%
Connected	Nurtured	80%
Nurtured	Engaged	10%
Engaged	Leads	3%

Number of contacts who have passed through column 2

Represents the number of contacts present in or who have passed through column 2.

Number of contacts still present in column 1

Represents the number of contacts whose highest engagement level is that of the current column.