Which term describes the journey of potential customers from awareness to conversion?

The term that accurately describes the journey of potential customers from awareness to conversion is the marketing funnel. The marketing funnel represents the stages that a customer goes through when engaging with a brand, starting from the awareness stage where they first learn about a product or service, moving through consideration and evaluation, and ultimately leading to the decision-making stage where conversion occurs.

The concept of the marketing funnel allows marketers to understand and visualize the process by which potential customers become aware of a product, show interest, evaluate options, and finally make a purchase. This framework is particularly useful for optimizing marketing strategies tailored to different stages of the customer's journey, ensuring that messaging and tactics are appropriately aligned.

While the sales pipeline and customer lifecycle also refer to customer interactions and sales processes, they do not exclusively emphasize the specific marketing aspects leading up to conversion. The purchase pathway, while similar in essence, is less commonly used in marketing terminology compared to the well-established concept of the marketing funnel.