The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages

This episode of The Marketing Funnel Podcast breaks down how Athletic Brewing Company carved out a dominant position in the non-alcoholic beer category using the classic AIDA funnel. Lucas and Luna trace Athletic's journey from awareness (targeting sober-curious athletes and Dry January participants) through interest (education on the brewing process and taste innovation), decision (direct-to-consumer trial packs and retail placement near regular beer), and action (subscription model and repeat purchase via community events). The hosts discuss specific numbers: Athletic's 500% growth in 2023, their 12 taprooms, and the fact that they now account for 19% of all non-alcoholic beer sales in the US. They contrast Athletic's approach with traditional beer marketing and explain why the brand's focus on 'active lifestyle' rather than 'alcohol replacement' widened the top of the funnel. The episode closes with a reflection on how category creation is the ultimate marketing funnel play.

#AthleticBrewingCompany #NonAlcoholicBeer #MarketingFunnel #AIDA #CategoryCreation #CPGMarketing #BeverageIndustry #SoberCurious #DryJanuary #DirectToConsumer #RetailStrategy #SubscriptionModel #BrandBuilding #MarketingPodcast #FexingoBusiness #BusinessPodcast #GrowthStrategy #ConsumerBehavior

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Netflix's password-sharing crackdown wasn't just a revenue play — it was a masterclass in moving users through the marketing funnel. Lucas and Luna break down how Netflix pushed millions of 'borrowers' from awareness (you can't share) to interest (what's the deal?) to decision (should I pay?) to action (account created) in under a year. They unpack the specific numbers: the 100 million households watching without paying, the $2.4 billion projected lift, and why the 'extra member' tier is priced at $7.99 — not $5.99 or $9.99. Plus: the role of CRM emails, in-app prompts, and social chatter as funnel accelerators. This episode is a practical case study on converting freeloaders into paying customers without burning the brand.

#Netflix #MarketingFunnel #PasswordCrackdown #CustomerConversion #StreamingWars #PricingStrategy #CRMMarketing #FreemiumToPremium #AIDAFunnel #BusinessStrategy #SubscriberGrowth #ProductLedGrowth #RevenueOptimization #ChurnReduction #ConsumerBehavior #MarketingPodcast #FexingoBusiness #BusinessPodcast

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In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how charity: water has built a marketing funnel that converts sympathy into sustained donor action. They break down the four stages—awareness, interest, decision, action—using real numbers: how a single documentary raised awareness, the use of '100% model' to build trust in the interest stage, the giving Tuesday spike as a decision catalyst, and the recurring donation loop that keeps donors engaged. Luna challenges the assumption that emotion alone drives donations, and Lucas counters with data on transparency and follow-up. A focused look at how a nonprofit applies classic funnel principles without selling a product.

#charitywater #MarketingFunnel #NonprofitMarketing #DonorFunnel #Awareness #Interest #Decision #Action #Storytelling #GivingTuesday #Transparency #RecurringDonations #SocialImpact #Conversion #DonorRetention #FexingoBusiness #BusinessPodcast #MarketingPodcast

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In this episode of The Marketing Funnel Podcast, Lucas and Luna dissect how Liquid Death turned a simple product—canned water—into a cultural phenomenon with a fiercely loyal following. They trace the brand's journey through the AIDA stages: from irreverent awareness campaigns on social media, to interest hooks like its 'Murder Your Thirst' tagline, to decision triggers through strategic partnerships and merch drops, to action via a subscription model and retail expansion. Specific numbers include 300% year-over-year revenue growth and over 2 million social media followers. The discussion also touches on how Liquid Death's anti-brand branding challenges conventional funnel wisdom, and what B2C marketers can learn from its playbook. The episode closes with a short, organic mention of listener support at buy me a coffee dot com slash fexingo.

#LiquidDeath #CannedWater #MarketingFunnel #AIDA #Branding #AntiBrand #SocialMediaMarketing #SubscriptionModel #Merchandising #RevenueGrowth #B2CMarketing #DigitalMarketing #StartupMarketing #HumorInMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #TheMarketingFunnel

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In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how a strong brand positioning reshapes the classic AIDA funnel. Using examples from Volvo's safety focus and Apple's design ethos, they explain how awareness and interest can be compressed or even skipped when brand perception is powerful enough. They also discuss the risks of positioning misalignment, like when Pepsi tried to challenge Coca-Cola's authenticity. The hosts share how modern tools like social listening and surveys help marketers track positioning effectiveness at each funnel stage. The episode ends with a reflection on competitive pressures and the need for consistent brand messaging.

#BrandPositioning #MarketingFunnel #VolvoSafety #AppleDesign #PepsiChallenge #AIDA #AwarenessStage #InterestStage #DecisionStage #ActionStage #BrandPerception #PositioningStrategy #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #LucasAndLuna #FunnelStrategy

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In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how HubSpot flipped the traditional AIDA funnel on its head. Instead of pushing to a purchase, HubSpot's inbound model uses content as the primary acquisition channel—attracting prospects with blogs, ebooks, and free tools before ever asking for a sale. They walk through the specific numbers: HubSpot's blog gets over 7 million monthly visits, its free CRM has 180,000 active users, and its freemium model converts at roughly 3.5% to paid. The hosts debate whether this 'top-of-funnel heavy' strategy works for every business or only for companies selling to marketers themselves. Plus, they touch on the tension between education-based marketing and the classic hard sell, and what happens when your best content ends up competing with your own product.

#HubSpot #InboundMarketing #ContentMarketing #Freemium #MarketingFunnel #AIDA #CRM #BrianHalligan #DharmeshShah #SaaSMarketing #LeadGeneration #Blogging #SEOMarketing #FreeCRM #MarketingStrategy #BusinessPodcast #FexingoBusiness #MarketingShow

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In this episode, Lucas and Luna break down how Lego transformed its marketing funnel by strategically partnering with major franchises like Star Wars, Harry Potter, and Nintendo. They explore how Lego used co-branding to move customers from awareness (nostalgia-driven social media buzz) to interest (limited-edition sets that drove organic content creation) to decision (exclusive retail partnerships and price anchoring) and finally action (the Lego Insiders loyalty program and aftermarket community). Along the way, they discuss the specific numbers: Lego's revenue growth from $4.5 billion in 2012 to over $9 billion in 2025, the role of the adult-fan demographic (AFOLs), and how the company avoided brand dilution. A focused case study on how a 90-year-old toy company built a modern funnel without losing its core identity.

#Lego #CoBranding #MarketingFunnel #AIDA #StarWars #HarryPotter #Nintendo #LegoInsiders #AFOLs #BrandStrategy #RetailMarketing #LoyaltyPrograms #NostalgiaMarketing #PartnershipMarketing #ToyIndustry #Marketing #FexingoBusiness #BusinessPodcast

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In Episode 92 of The Marketing Funnel Podcast, Lucas and Luna deconstruct how Airbnb transformed from a budget couch-surfing platform into a global hospitality brand by rethinking the marketing funnel from the inside out. The episode anchors on Airbnb's 2009 rebranding decision — specifically, the choice to lead with professional photography for listings — and traces how that single initiative compressed the interest and decision stages. Lucas explains the economic calculus: listings with professional photos booked at double the rate, which created a network effect that turned every host into a marketer. Luna pushes back on whether the trust angle can scale, and they explore how Airbnb's later moves — neighborhood guides, experiences, the 'Belong Anywhere' campaign — built an awareness stage that didn't just drive traffic but pre-qualified intent. The donation segment appears near the end, tying the value of ad-free marketing breakdowns to the small monthly support that keeps the show independent. No fluff, no generic funnel theory — just the concrete decisions that made Airbnb's funnel work.

#Airbnb #MarketingFunnel #TrustMarketing #BrandBuilding #ProfessionalPhotography #BelongAnywhere #NetworkEffects #HospitalityMarketing #GrowthStrategy #ConversionRate #UserExperience #Storytelling #DigitalMarketing #CommunityMarketing #FunnelOptimization #Business #FexingoBusiness #BusinessPodcast

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This episode unpacks how Fiverr built a marketing funnel around micro-services. Lucas and Luna trace the journey from a buyer searching 'design my logo' to becoming a loyal repeat customer. They break down the awareness stage using SEO and social proof, the interest stage with seller profiles and gig descriptions, the decision stage via reviews and tiered pricing, and the action stage with a frictionless checkout. Specific numbers include Fiverr's 4.2 million active buyers and the 50 percent increase in repeat purchase rate after their 2021 platform redesign. The hosts also discuss how Fiverr's 'Fiverr Business' subscription model targets enterprise teams, and how the company uses content marketing like seller success stories to keep the funnel full. A concrete look at a marketplace that turned a quirky idea into a $2.5 billion business.

#Fiverr #MarketingFunnel #MicroServices #FreelanceEconomy #MarketplaceMarketing #AIDA #DigitalServices #Entrepreneurship #SubscriptionModel #RepeatPurchase #SEO #ContentMarketing #SmallBusiness #Freelancer #ServiceMarketplace #Marketing #FexingoBusiness #BusinessPodcast

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In this episode of The Marketing Funnel Podcast, Lucas and Luna dive into Mailchimp's unique approach to the AIDA funnel. Unlike flashy B2C campaigns, Mailchimp focused on small business owners who don't have time for marketing jargon. They discuss how Mailchimp used the awareness stage to educate through simple email templates, moved interest with free A/B testing, drove decision with a freemium model that let users send 12,000 emails per month for free, and sealed action with automated workflows. Specific numbers: 12,000 free emails per month, 240+ templates, and how they turned free users into paid customers through feature gating. A perfect case study on how a B2B SaaS company can own the entire funnel without a massive ad budget.

#Mailchimp #MarketingFunnel #AIDA #SmallBusiness #EmailMarketing #FreemiumModel #B2BSaaS #CustomerAcquisition #ConversionOptimization #MarketingStrategy #ContentMarketing #Automation #ABTesting #TemplateMarketing #UserOnboarding #FexingoBusiness #BusinessPodcast #MarketingPodcast

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