Chess can be thought of in many different ways — a game, puzzle, metaphor for life… The list goes on.
I have always thought that the stages of a chess game closely parallel the stages of a marketing funnel. Like marketing, chess requires strategy, precision, and adaptation at every stage (for more on our outlook on “strategy,” read our Monkey See. Strategy Do. blog). In both disciplines, success hinges on foresight, carefully timed decisions, and the ability to think several moves ahead of the competition.
Opening = Awareness Stage
In chess, the opening phase sets the foundation for the entire game. Players focus on board control, developing pieces, and establishing a safe king position. Moves in this phase are cautious but impactful, setting up future opportunities and establishing a strong structure.
Similarly, the awareness stage of the marketing funnel is all about reach. As part of an overarching strategy, paid ads, social media posts, blogs, and engaging informational videos are all formats intended to attract potential customers at the beginning of their journey. This stage is about capturing initial interest and positioning the brand in the customer’s mind.
Just as in the opening of a chess game, the goal is to capture attention broadly (foundation) while preparing a more focused strategy to pull prospects deeper into the funnel (set up future opportunities).
Middlegame = Consideration Stage
After the opening, a chess game transitions into the middlegame, where the primary objective is to execute calculated moves that create pressure and capture pieces, while also playing smart defense. This is a critical phase where players must protect their valuable pieces, anticipate their opponent’s moves, and force hard decisions.
The middlegame corresponds to the consideration stage in marketing. Here, potential customers have moved beyond awareness and are actively exploring solutions to their needs. At this point, the focus moves to nurturing prospects by providing educational content, showcasing benefits, and building trust. Comparison guides, case studies, and email marketing, to name a few, are used to position brands as the ideal solution.
Just as a chess player analyzes every move for the potential to improve positioning, marketers must continuously monitor and refine their strategies during the consideration stage. We track engagement metrics, gather insights on what resonates with prospects, and adjust our approach to maintain interest and move potential buyers closer to a decision.
Endgame = Decision Stage
The endgame in chess is where the remaining pieces are positioned for a decisive outcome. With fewer pieces on the board, each move becomes increasingly critical. The endgame requires intense focus and adaptability, as any mistake can result in a loss.
The decision stage of the marketing funnel mirrors this phase. Prospects are now at the point of purchase, and brands must streamline the buying process to make conversion as easy as possible. This includes a frictionless website (and checkout) experience, providing personalized support, potentially offering promotions, and addressing any last-minute objections.
Just as a chess player stays focused on the end goal of checkmate, marketers must be laser-focused on their ultimate goals of converting the prospect and generating revenue.
Post-Game Analysis = Post-Purchase Stage
After a chess match, players review their moves to understand what worked and where they went wrong. This post-game analysis helps them learn and improve their play going forward.
Similarly, the post-purchase stage in marketing is about gathering customer feedback, measuring satisfaction, and identifying ways to foster loyalty. Post-purchase efforts, like follow-up emails, satisfaction surveys, and loyalty programs, build long-term relationships, encouraging repeat business and referrals.
If you’re a marketer and you haven’t played chess, I encourage you to give it a try. You’ll find that the phases of a game align closely with the stages of a marketing funnel, each requiring strategy, timing, and adaptability. In both cases, you constantly evaluate, adjust, and anticipate the necessary next moves to achieve your ultimate goals. The more you play, the more you’ll find yourself drawing inspiration from the game and honing your skills in designing funnels that are as strategic as they are successful.
And if you enjoy the tactical elements of creating marketing programs, you’ll love chess. It’s your move…