Today on The Shades of Entrepreneurship podcast, I welcomed Jake Rosenberg, the founder of Krete, to discuss one of the essential frameworks in business: understanding the marketing funnel.
Krete was born out of an unexpected experience: founder Jake Rosenberg’s accident on the slopes left him searching for a way to heal facial redness, blemishes, and scarring. In his research, Jake found that most skincare products were overly specialized, requiring multiple items and a lengthy routine to get results.
What stood out to him even more was how geared toward female customers the entire skincare industry seemed to be—as if men's skincare needs were an afterthought.
Determined to change that, Jake launched Krete with a single, powerful product: a Hydrating Facial Serum. His goal?
To offer men straightforward, effective skincare solutions without the fuss. Krete is designed to make skincare easy, quick, and effective for men with unique skincare needs.
Jake’s insights were a great reminder of how entrepreneurs can use the marketing funnel to strategically guide customers from awareness all the way to loyalty.
His approach highlighted the importance of each funnel stage and the tactics that can make a brand truly resonate with customers.
The Marketing Funnel – A Customer’s Journey
The marketing funnel essentially maps out the steps customers go through with a brand, from the first spark of awareness to post-purchase loyalty. It can look a bit different depending on the product or service, but the journey is usually similar.
To bring the funnel to life, I’ll share how my wife and I recently went through the stages while shopping for a family-friendly vehicle—a journey that unfolded organically through the marketing funnel.
Navigating the Marketing Funnel: Buying a Family Car
With a new addition to our family arriving soon, we realized we needed a larger car. And just like that, we entered the funnel:
Awareness Stage
We became aware of our need for a bigger car. We started searching for SUVs, midsize SUVs, and even minivans. Without realizing it, we’d already stepped into the funnel, actively seeking information about which types of cars might fit our needs.
Interest Stage
Next, we dug deeper, exploring different brands and models and researching safety features. This is the “interest” stage, where we started building preferences based on initial impressions and key features.
Consideration Stage
At this point, we were comparing reviews and dealerships, narrowing down options. This “consideration” stage involved evaluating specific car models that might fit our needs and budget, inching us closer to a purchase.
Intent Stage
We moved to the “intent” stage by setting up test drives for specific models. Our intent to buy was now clear; it was a matter of choosing the best option.
Evaluation Stage
Here, we shopped around for the best deals and financing options. Evaluating dealers and price points helped us confirm our decision to buy, setting us up for a final choice.
Purchase Stage
Finally, the “purchase” stage—when we bought the car. Each stage had guided us along, from that initial moment of awareness to driving our new car home.
Tactics for Entrepreneurs at Each Stage of the Funnel
As entrepreneurs, understanding each stage of the marketing funnel is essential for planning effective strategies that meet the customer where they are. Here’s a breakdown of marketing tactics that align with each stage:
Awareness
At this stage, it’s all about visibility. Entrepreneurs can use blog posts, social media, and event appearances to introduce their brand and spark curiosity.
Interest
To foster interest, it’s time to get more targeted. Tactics like email newsletters, webinars, or even engaging in relevant online forums can help build engagement with potential customers.
Consideration
Here, it’s crucial to communicate the value proposition clearly. Entrepreneurs can focus on demonstrating how their product or service addresses a customer’s specific needs, perhaps through case studies or value-driven content that showcases the product’s benefits.
Intent
As customers lean toward buying, an incentive may help them decide. Sales promotions, discounts, or limited-time offers can encourage them to take that final step toward purchase.
Evaluation
Now it’s about standing out among the competition. Creating strong follow-ups, showing social proof, and being transparent about pricing or perks can help customers choose you over competitors.
Loyalty
Once a customer has made a purchase, loyalty programs are an effective way to encourage repeat business. Examples include offering referral discounts, rewards for long-term customers, or even a points system like airline mileage programs.
Building Customer Trust and Reducing Risk
Customers want to feel confident in their purchase. To gain trust, brands must deliver on their promises consistently and offer tangible value.
When a marketing funnel is done well, it feels natural and valuable to customers, building trust at each touchpoint and reducing the perceived risk of buying.
Real-Life Examples of Loyalty Programs
Consider how airlines build loyalty. With mileage memberships, the more frequently someone flies, the more they’re rewarded with perks like discounted flights, seat upgrades, and lodging deals.
This is an effective loyalty funnel—customers feel appreciated and are incentivized to continue their relationship with the brand.
Takeaways on the Marketing Funnel for Entrepreneurs
Understanding the marketing and sales funnel is more than just theory; it’s about genuinely guiding the customer’s journey.
When we look at products or services we’re loyal to, it’s often clear that these companies nurtured us through each funnel stage. The marketing funnel serves as a powerful framework, helping entrepreneurs deliver the right message at the right time to lead potential customers to a sale—and, ideally, to lasting loyalty.
So, as you consider how your own business moves customers through their journey, think about how you can create a seamless, engaging experience at each stage of the funnel.
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