22 Funnel Types [Part I]: What Goes In Them, And When To Use Them

I wanted this week’s newsletter to be about AI and funnels.

Because there are AI tools that can analyze conversation elements like tone, sentiment, and objections in sales calls and give insights that help sales teams improve their conversions. That’s not all, AI tools can give custom data, real-time insights, automation, talking points, and training resources to optimize conversions.

Times are changing for funnel strategy and sales. And we’ll talk about that.

But before we dive into AI, I’d like to set the base with all the information I could gather about funnels. This newsletter (and the one after it) will walk you through 22 funnel types, what marketing assets go in each, and when to use them.

Like always, let’s begin with a practical copywriting tip.

🖊️ The Copywriting Tip You Can Use Right Away: Be Succinct

Can you say something in 1 one but choose to write 3 instead? Don’t do that anymore. Express your message clearly and directly, using fewer words — without losing the meaning of your message (of course).

Here’s an example:

❌ Not Succinct:

"In order to ensure that your marketing campaigns achieve the desired results, it is important to continuously seek opportunities to enhance and refine your strategies by leveraging top-notch resources and tools."

✅ Succinct:

"Boost your marketing results with top-notch tools."

Coming to the meat of the newsletter… The funnels! 👇🏻

🧠 11 (out of 22) Funnel Types, What Goes In Them, And When To Use Them

The purpose of this funnel list is to understand what marketing assets are used in each and which brands are using these funnels for conversions.

1. Lead Generation Funnel

A lead generation funnel helps you get people interested in what you offer by giving them something valuable for free, like an ebook or a free trial, in exchange for their contact information.

What marketing assets go into this funnel:

• An attractive offer (like a free ebook or trial)

• Ads or blog posts to promote the offer

• A landing page to collect contact details

• Follow-up emails to nurture leads

Potential traffic sources: Social media ads, SEO-optimized blog posts, email campaigns

Best to use when: Use this funnel when you want to grow your email list or get more potential customers interested in your product.

Example of a brand & industry running this funnel: HubSpot (B2B software) offers free marketing templates to collect leads.

2. Inbound Funnel

An inbound or content funnel attracts people by providing valuable content (like blog posts or videos) that answers their questions or solves their problems.

What marketing assets go into this funnel:

• High-quality content (blogs, videos, infographics)

• SEO to attract organic traffic

• Social media posts to share the content

• Lead capture forms embedded in the content

Potential traffic sources: Organic search (SEO), social media shares, content partnerships

Best to use when: Use this funnel to drive organic traffic and engage potential customers looking for information about your product or service.

Example of a brand & industry running this funnel: Moz (SEO software) uses educational blog posts to attract and engage leads.

3. Webinar Funnel

A webinar funnel propels prospects to register for an online seminar where you can teach them something valuable and introduce your product or service.

What marketing assets go into this funnel:

• A compelling webinar topic and title

• Ads and social media posts to promote the webinar

• A registration landing page

• Reminder emails to attendees

Potential traffic sources: Ads, email invites, partner promotions, organic traffic

Best to use when: Use this funnel to educate potential customers and build trust while showcasing your expertise.

Example of a brand & industry running this funnel: Salesforce (CRM software) runs webinars to educate businesses on how to use their tools.

4. Sales Funnel

A sales funnel offers free consultation or book-a-call options with potential customers to discuss how their product can solve specific problems.

What marketing assets go into this funnel:

• A booking incentive (like a free consultation)

• A clear call to action to book the call

• A booking calendar tool

• Confirmation and reminder emails

Potential traffic sources: Website CTAs, mail campaigns, social media promotions

Best to use when: Use this funnel for high-ticket items or services for a personal touch to close the sale.

Example of a brand & industry running this funnel: Deloitte (consulting) uses sales call funnels to schedule consultations with potential clients.

5. Onboarding Funnel

Explain the funnel: An onboarding funnel helps new customers get started with your product or service, ensuring they have a great experience and understand how to use it.

What marketing assets go into this funnel:

• A welcome email series

• Tutorial videos and guides

• Surveys to understand customer needs

• Support resources and contact options

Potential traffic sources: New customer signup, website and app registrations, welcome email links, in-app notifications

Best to use when: Mostly used in SaaS to ensure new customers are successful and satisfied, reducing churn and increasing loyalty.

Example of a brand & industry running this funnel: Slack (communication software) uses onboarding emails and tutorials to help new users get started.

6. Review Funnel

Explain the funnel: A review funnel encourages happy customers to leave positive reviews online, which helps build your brand’s reputation.

What marketing assets go into this funnel:

• A feedback survey to gauge customer satisfaction

• Follow-up emails asking for reviews

• Links to review platforms (Google, Yelp, etc.)

• Incentives for leaving a review (discounts, freebies)

Potential traffic sources: Post-purchase emails, in-app review prompts, customer support follow-ups

Best to use when: Use this funnel to gather and showcase positive reviews, boosting your credibility and attracting new customers.

Example of a brand & industry running this funnel: Amazon encourages customers to leave reviews after a purchase.

7. Flash Sale Funnel

Explain the funnel: A flash sale funnel creates urgency by offering a special deal that’s only available for a short period, encouraging quick purchases.

What marketing assets go into this funnel:

• A compelling offer with a deadline

• Ads or emails to promote the offer

• A landing page highlighting the urgency

• Countdown timers and reminders

Potential traffic sources: Email blasts, paid ads, social media announcements

Best to use when: Use this funnel to drive quick sales and capitalize on a sense of urgency.

Example of a brand & industry running this funnel: Best Buy (electronics retailer) runs limited-time sales events like Black Friday.

8. Retention Funnel

Explain the funnel: A retention funnel aims to reduce churn by addressing the reasons why customers might want to leave and offering solutions to retain them.

What marketing assets go into this funnel:

• A cancellation survey to understand why they want to leave

• Targeted emails offering solutions (discounts, support, pause subscription)

• Helpful resources and support options

• Alternative options like pausing the subscription instead of canceling

Potential traffic sources: Cancellation page interactions like exit intent pop-ups, support team referrals

Best to use when: Use this funnel to reduce churn and keep customers by addressing their issues and providing solutions.

Example of a brand & industry running this funnel: Netflix uses a cancellation survey and offers solutions like pausing the subscription to retain users.

9. Ad Funnel

Explain the funnel: An ad funnel uses targeted ads to attract potential customers, guiding them through the journey from awareness to conversion.

What marketing assets go into this funnel:

• Targeted ads (Google Ads, Facebook Ads)

• Engaging landing pages

• Retargeting ads for visitors who didn’t convert

• Follow-up emails or offers

Potential traffic sources: Google/social media ads and retargeting campaigns

Best to use when: Use this funnel to attract new customers and guide them through a structured path to purchase.

Example of a brand & industry running this funnel: Shopify (e-commerce platform) uses targeted ads to attract online store owners and guide them to sign up.

10. Launch Funnel

Explain the funnel: A launch funnel builds excitement and anticipation for a new product or service, driving interest and sales when it becomes available.

What marketing assets go into this funnel:

• Teaser content (videos, blog posts)

• Pre-launch emails and ads

• Landing page for pre-orders or sign-ups

• Countdown timers and exclusive offers

Potential traffic sources: Email marketing, social media campaigns, influencer partnerships

Best to use when: Use this funnel to generate buzz and maximize sales during a product launch.

Example of a brand & industry running this funnel: Apple uses launch funnels to build anticipation for new iPhone releases.

11. The Freemium Funnel

Explain the funnel: A freemium funnel offers value upfront without asking for anything in return, building trust before revealing the sales offer.

What marketing assets go into this funnel:

• Free content (webinars, eBooks)

• Value-packed emails

• Soft pitch at the end of the free content

• Follow-up emails with the sales offer

Potential traffic sources: Organic search, social media shares, content syndication or content repurposing

Best to use when: Use this funnel to build trust and provide value before making a sales pitch.

Example of a brand & industry running this funnel: Neil Patel (digital marketing expert) offers free webinars before pitching his consulting services.

Remember, a funnel can combine two or more elements. For example, Alex Hormozi's funnel strategy can be seen as a combination of elements from both the Freemium Funnel and the Inbound Funnel.

✨ A Mindset Tip For Entrepreneurs

An entrepreneur’s habits and systems are their best bet.

You do not RISE to the level of your goals. You FALL to the level of your systems.' — James Clear

The thing about habits is, it takes time to form new ones. Apart from time, external and internal factors like personality, mindset, environment, and culture make it easy or hard to adopt new habits.

The tip of the day is to start small. Stick to one challenging habit for ten days for a short time period. Science says, your brain changes when you challenge it. Doing hard things can alter your brain.

Take a doable (but challenging) habit. One that pushes you out of your comfort zone but not so much that you’d quit out of overwhelm. Practice it for ten minutes every day for the next ten days. It WILL change your brain.

📚 A Book Recommendation…

This week’s book recommendation is Deep Work by Cal Newport.

Deep Work is a game-changer for anyone feeling overwhelmed by the constant distractions of modern life. Cal Newport dives into benefits of deep work, which is the ability to focus without distraction on a cognitively demanding task.

I use his insights to complete challenging tasks by setting aside 90 - 120 minutes 4x weekly to create marketing campaigns and write high-value content.

But I don’t just want you to set aside time. I want you to read the philosophy and research (yes, there’s data on how brain cells perform and increase neuroplasticity during deep work) to figure out your internal deep work system.

How did you find today’s newsletter? Reply to this email and let me know what stood out to you the most!

About The Founder…

Hi. 👋 I’m Hira, A Copyhackers certified SaaS conversion copywriter.

I raised $2M for MedTech and nonprofits in partnership with two different agencies last year. Currently, I write end-to-end sales funnels and product marketing features for 8-figure marketing agencies and enterprises.

Check out my guest post in The Copywriter Club, and scroll through the insights I shared on Hubspot’s 2024 Social Media Marketing Trends Report.

Don’t forget to peek through my website, maybe you’ll find a podcast episode that you like!