{"id":25706,"date":"2026-03-03T22:22:00","date_gmt":"2026-03-03T20:22:00","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/sales-funnel\/"},"modified":"2026-03-06T15:36:37","modified_gmt":"2026-03-06T13:36:37","slug":"sales-funnel","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/","title":{"rendered":"Sales Funnel"},"content":{"rendered":"<div style=\"background:#f0f4f8;padding:20px 24px;margin-bottom:32px;border-radius:12px;\">\n<p style=\"font-weight:700;font-size:1.1em;margin-bottom:8px;\">Key Takeaways<\/p>\n<p>The <strong>Sales Funnel<\/strong> describes the step-by-step process through which potential customers are guided from initial contact to the final purchase. Each stage filters: many prospects become qualified leads and, ultimately, paying customers. An optimized sales funnel improves the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rate<\/a>, reduces <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">customer acquisition costs (CAC)<\/a>, and makes growth predictable. For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\">SMEs<\/a>, the funnel is the link between <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">marketing<\/a> and sales.   <\/p>\n<\/div>\n<nav style=\"background:#fff;border:1px solid #e2e8f0;padding:16px 24px;margin-bottom:32px;border-radius:8px;\">\n<p style=\"font-weight:600;margin-bottom:8px;\">Table of Contents<\/p>\n<ul style=\"list-style:none;padding:0;margin:0;\">\n<li style=\"padding:4px 0;\"><a href=\"#definition\" style=\"text-decoration:none;color:#0e6b99;\">1. Definition: What is a Sales Funnel?<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#stufen\" style=\"text-decoration:none;color:#0e6b99;\">2. The Stages of the Sales Funnel<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#optimierung\" style=\"text-decoration:none;color:#0e6b99;\">3. Optimizing the Sales Funnel<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#praxisbezug\" style=\"text-decoration:none;color:#0e6b99;\">4. Practical Application: Sales Funnels in Medium-Sized Businesses<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#schritt-fuer-schritt\" style=\"text-decoration:none;color:#0e6b99;\">5. Step-by-Step: Building a Sales Funnel<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#faq\" style=\"text-decoration:none;color:#0e6b99;\">6. Frequently Asked Questions<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#verwandte-begriffe\" style=\"text-decoration:none;color:#0e6b99;\">7. Related Terms<\/a><\/li>\n<\/ul>\n<\/nav>\n<h2 id=\"definition\">1. Definition: What is a Sales Funnel?<\/h2>\n<p>The <strong>Sales Funnel<\/strong> (also known as a marketing funnel) is a model that provides a structured representation of a potential customer&#8217;s journey from the initial awareness of your offer to the final purchase\u2014and beyond.<\/p>\n<p>The name &#8220;funnel&#8221; describes the natural narrowing: Many people become aware of your company, but only a portion of them become leads, and an even smaller portion become paying customers. Each stage has its own <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">Conversion Rate<\/a>, which can be measured and optimized. <\/p>\n<p>A modern sales funnel does not end with the purchase: the post-purchase phase\u2014including <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-success\/\">customer success<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/upselling\/\">upselling<\/a>, and referrals\u2014is also part of the funnel and is often more profitable than new customer acquisition. The <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">customer journey<\/a> maps the customer&#8217;s perspective of this same process. <\/p>\n<h2 id=\"stufen\">2. The Stages of the Sales Funnel<\/h2>\n<h3>Top of Funnel (TOFU) \u2013 Awareness<\/h3>\n<p>The potential customer becomes aware of your company. Channels: <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content marketing<\/a>, social media, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\">ads<\/a>, <a href=\"\/glossar\/llmo\/\" style=\"color:#1a5276;text-decoration:none;\">LLMO<\/a> (AI visibility), and events. The goal: to build reach and trust through helpful, relevant content.  <\/p>\n<h3>Middle of Funnel (MOFU) \u2013 Consideration<\/h3>\n<p>The prospect recognizes their problem and evaluates solutions. This is where leads are generated: through white paper downloads, webinar registrations, newsletter subscriptions, or initial consultations. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\">Lead generation<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">marketing automation<\/a> qualify the leads (MQL \u2192 SQL). <\/p>\n<h3>Bottom of Funnel (BOFU) \u2013 Decision<\/h3>\n<p>The qualified lead is facing a purchasing decision. Here, personal consulting, case studies, the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/value-proposition\/\">value proposition<\/a>, proposal presentations, and clear differentiation via the <a href=\"\/glossar\/usp\/\" style=\"color:#1a5276;text-decoration:none;\">USP<\/a> are what count. In B2B, this often involves several decision-makers (<a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">buyer personas<\/a> in the buying center).  <\/p>\n<h3>Post-Purchase \u2013 Retention &amp; Expansion<\/h3>\n<p>After the purchase, the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-success\/\">customer success<\/a> cycle begins: onboarding, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/retention\/\">retention<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/upselling\/\">upselling<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/cross-selling\/\">cross-selling<\/a>, and referrals. Satisfied customers with a high <a href=\"\/glossar\/nps\/\" style=\"color:#1a5276;text-decoration:none;\">NPS<\/a> become promoters who fill the TOFU for other potential customers. <\/p>\n<h2 id=\"optimierung\">3. Optimizing the Sales Funnel<\/h2>\n<h3>3.1 Measuring and Benchmarking Conversion Rates<\/h3>\n<p>Measure the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rate<\/a> of each funnel stage: visitor \u2192 lead (typical: 2-5%), lead \u2192 MQL (20-30%), MQL \u2192 SQL (30-50%), SQL \u2192 customer (20-30%). Identify the largest drop-offs. <\/p>\n<h3>3.2 Eliminating Bottlenecks<\/h3>\n<p>Where are you losing the most potential customers? In TOFU: optimize <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\">content<\/a>. In MOFU: improve lead magnets and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">nurturing sequences<\/a>. In BOFU: streamline the sales process, proposal creation, and follow-up.   <\/p>\n<h3>3.3 A\/B Testing<\/h3>\n<p><a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B tests<\/a> at critical funnel points (landing pages, email subject lines, CTA buttons, proposal templates) provide data-driven improvements rather than relying on gut feeling.<\/p>\n<h3>3.4 Lead Scoring and Qualification<\/h3>\n<p>Not every lead is equally valuable. Lead scoring via <a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">marketing automation<\/a> evaluates leads based on behavior (downloads, page visits) and profile (industry, company size, role). Sales focuses on the most promising leads.  <\/p>\n<h3>3.5 Content for Every Funnel Stage<\/h3>\n<p>Tailor your content to each respective stage:<\/p>\n<ul>\n<li><strong>TOFU<\/strong>: Blog posts, glossary entries, social media (Awareness)<\/li>\n<li><strong>MOFU<\/strong>: White papers, webinars, email sequences (Consideration)<\/li>\n<li><strong>BOFU<\/strong>: Case studies, ROI calculators, initial consultation (Decision)<\/li>\n<\/ul>\n<h2 id=\"praxisbezug\">4. Practical Application: Sales Funnels in Medium-Sized Businesses<\/h2>\n<p>Many <a href=\"https:\/\/pointofnew.at\/en\/glossary\/mittelstand-innovation\/\">medium-sized companies<\/a> do not have a systematic sales funnel\u2014they acquire customers through personal contacts and referrals. While this works, it is not scalable and is difficult to manage. <\/p>\n<p><strong>Typical B2B funnel for an <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-consulting\/\">innovation consultancy<\/a>:<\/strong><\/p>\n<ol>\n<li><strong>TOFU<\/strong>: A decision-maker finds a <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">glossary entry<\/a> via Google or is recommended in ChatGPT (<a href=\"\/glossar\/llmo\/\" style=\"color:#1a5276;text-decoration:none;\">LLMO<\/a>).<\/li>\n<li><strong>MOFU<\/strong>: Downloads a white paper, subscribes to the newsletter, participates in a webinar \u2192 becomes a lead.<\/li>\n<li><strong>BOFU<\/strong>: Books a free initial consultation, receives a tailored proposal \u2192 becomes a customer.<\/li>\n<li><strong>Post-Purchase<\/strong>: <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-success\/\">Customer Success<\/a> provides support, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/upselling\/\">upselling<\/a> to follow-up projects, referral to business partners.<\/li>\n<\/ol>\n<p>Key figures for this funnel: 5,000 visitors\/month \u2192 100 leads \u2192 20 initial consultations \u2192 5 new customers. <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a>: \u20ac3,000. <a href=\"\/glossar\/clv\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a>: \u20ac60,000. CLV:CAC = 20:1. <\/p>\n<h2 id=\"schritt-fuer-schritt\">5. Step-by-Step: Building a Sales Funnel<\/h2>\n<ol>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">Define Buyer Persona<\/a><\/strong>: Who is your ideal customer? What questions do they have in each funnel phase? Where do they get their information?  <\/li>\n<li><strong>Define Funnel Stages<\/strong>: Determine the specific stages for your <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model<\/a>\u2014what constitutes a lead, an MQL, and an SQL?<\/li>\n<li><strong>Create Content per Stage<\/strong>: TOFU content for reach (<a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> blog posts), MOFU for <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\">lead generation<\/a> (white papers), BOFU for closing (case studies).<\/li>\n<li><strong>Set Up Conversion Points<\/strong>: Landing pages, lead magnets, contact forms, Calendly links for initial consultations.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">Implement Automation<\/a><\/strong>: Email nurturing for leads, lead scoring, CRM integration, automated follow-ups.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/kpi-key-performance-indicator\/\">Track KPIs<\/a><\/strong>: <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">Conversion rate<\/a> per stage, lead time, <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a> per channel, pipeline value.<\/li>\n<li><strong>Optimize<\/strong>: <a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B tests<\/a> at bottlenecks, monthly funnel reviews, quarterly strategy adjustments.<\/li>\n<\/ol>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Want to professionalize your sales funnel?<\/h3>\n<p style=\"font-size:1.1rem;\">We help you build a data-driven sales funnel that generates predictable leads and converts them into paying customers\u2014from strategy to automation.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">Request Consultation Now \u2192<\/a>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between a marketing funnel and a sales funnel?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">The marketing funnel covers the upper stages (Awareness, Consideration) and is managed by the marketing team. The sales funnel focuses on the lower stages (Qualification, Proposal, Closing) and is led by the sales team. In practice, the boundaries blur: a modern full-funnel approach integrates both seamlessly.  <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What conversion rate is normal for B2B?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Typical B2B benchmarks: website visitor to lead: 2-5%, lead to qualified lead (MQL): 20-30%, MQL to consultation (SQL): 30-50%, SQL to customer: 15-30%. Total conversion (visitor to customer) in B2B is typically between 0.5-2%. Continuous improvement through testing is more important than absolute values.  <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Does a small business need a sales funnel?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Yes\u2014small businesses in particular benefit from a structured funnel because it focuses limited resources on the most effective measures. A simple funnel is sufficient: SEO content for visibility, a lead magnet for contact details, an email sequence for nurturing, and a clear conversion point (e.g., an initial consultation). This can be implemented even with a small budget.  <\/p>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How do I build an effective sales funnel for B2B?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Start by defining clear stages (Awareness, Interest, Consideration, Decision), set entry\/exit criteria for each stage, and identify the content and actions needed to move prospects forward. Map your average deal size and close rates per stage to forecast revenue. Implement lead scoring to prioritize high-intent prospects. Most B2B funnels include 5-7 stages and require 6-8 touchpoints before conversion.<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">What are common bottlenecks in sales funnels and how do I fix them?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Common bottlenecks include lack of qualified leads at the top, poor lead nurturing in the middle, and long decision cycles at the bottom. Fix top-of-funnel issues with better lead magnets and targeting, middle-funnel with automated nurture sequences and case studies, and bottom-funnel with proof points, ROI calculators, and executive alignment. Analyze drop-off rates between stages \u2013 a 50%+ drop usually indicates a mismatch between stage requirements and content provided.<\/div>\n<\/details>\n<\/div>\n<h2 id=\"verwandte-begriffe\">7. Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:8px;margin-top:12px;\">\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Lead Generation<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Conversion Rate<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Customer Journey<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Marketing Automation<\/a><a href=\"\/glossar\/cac\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Customer Acquisition Cost (CAC)<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Buyer Persona<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Content Marketing<\/a><a href=\"\/glossar\/a-b-testing\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">A\/B Testing<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/upselling\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Upselling<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/go-to-market-strategy\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Go-to-Market Strategy<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways The Sales Funnel describes the step-by-step process through which potential customers are guided from initial contact to the final purchase. Each stage filters: many prospects become qualified leads&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25706","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25706"}],"version-history":[{"count":8,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25706\/revisions"}],"predecessor-version":[{"id":28276,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25706\/revisions\/28276"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}