You've been tasked with analyzing your full funnel strategy, and you find that you are falling short of industry benchmarks for customer lifetime value. Which bucket of the marketing funnel should you focus on improving? (Select the best answer.)

Customer Lifetime Value (CLTV) measures the total revenue a business expects to generate from a customer over their entire relationship. To improve CLTV, you need to focus on retaining existing customers and encouraging repeat purchases, which are activities that occur at the bottom-of-funnel (BoF). BoF strategies include loyalty programs, re-engagement campaigns, and excellent customer service. Top-of-funnel (ToF) activities focus on awareness and lead generation, while middle-of-funnel (MoF) activities nurture leads, neither directly impacting the value derived from existing customers as much as BoF efforts do.