Upon entering their email address they are now in the Evaluation stage, where they (possibly) read the case study, browse the company’s website, and receive regular emails from the company. After a few weeks the prospect receives an email explaining that they can trial the service for 1-month for just $1. At the end of the month they will be taken onto the regular subscription price of $49 per month, but they can cancel their subscription easily anytime within that first month.
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Any entrepreneur who is growing their business has come across the term funnel, whether it's marketing funnels, sales funnels, or just funnels in general. One of the biggest mistakes I see entrepreneurs making is that they think they need a website before all else, when in reality, having marketing funnels first allows them to be in direct communication with people all across the web from the start.
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.