top of page
Writer's pictureGabriel Flores

Understanding the Marketing Funnel: A Guide for Entrepreneurs with Jake Rosenberg of Krete

Updated: Nov 6

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?


All Krete products are 100% vegan, cruelty-free and formulated from scratch with only ingredients that will help fix your skin.
Products For Every Skin Issue

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:

The marketing funnel is a visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective. The idea is that, like a funnel, marketers cast a broad net to capture as many leads as possible, and then slowly nurture prospective customers through the purchasing decision, narrowing down these candidates in each stage of the funnel.
How the Marketing Funnel Works From Top to Bottom

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.

Krete was born after our founder Jake took a ski to the face - probably not how you thought this story would begin, right?  In educating himself on the best stuff for eliminating redness, blemishes, and scarring, Jake soon discovered that everything out there was so specialized, it took a cabinet full of products and a 30-minute regimen to see results.
Founder of Krete Jake Rosenberg

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.



 

Subscribe to our newsletter for exclusive insights, event invites, and expert tips to fuel your entrepreneurial journey. Be the first to get updates and connect with a thriving community.


bottom of page