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Every marketing and sales manager is familiar with the old marketing funnel. At the top of the funnel sits awareness, followed by engagement, discovery, purchase, and retention. Traditional marketing practices are built around this idea: a lead enters at the top of the funnel as an interested consumer and emerges, like magic, from the bottom—a loyal customer.

As additional digital marketing tactics have emerged, the funnel has evolved. The New Marketing Funnel isn’t just about capturing leads and making sales, and it no longer ends at retention. Now, the marketing funnel looks more like a looping hourglass where prospects and customers can appear at any part of the marketing process. 

Here are the stages of the new, lifecycle-based marketing funnel:

Campaign Monitor New Marketing Funnel

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