The Funnel That Never Sleeps
Grammar: Discourse markers and connectors for structuring business analysis
A Business English English lesson exploring business.
What's in this lesson
A Business English ESL lesson on business, practising discourse markers and connectors for structuring business analysis. The worksheet has a reading, target vocabulary and discussion questions.
From the reading: The Funnel That Never Sleeps
In 2012, HubSpot — a Boston-based marketing software company — noticed something troubling in its own data. Thousands of visitors were arriving at the company's website every day, reading articles, downloading guides, and then disappearing without ever speaking to a salesperson. The content was working. The conversion was not. So HubSpot did what it had always advised its clients to do: it mapped every step a stranger takes before becoming a paying customer. What it built was a sales funnel — and the exercise transformed the company's revenue within eighteen months.
Vocabulary
- at arm's length
- at no cost
- move the needle
- pass the buck
- consideration
- marketing
- powerful
- sales funnel
- wide
Discussion questions
- What makes you trust a brand enough to spend money with it?
- Have you ever abandoned a purchase halfway through — what stopped you?
- Do companies have a responsibility to guide customers, or is that manipulation?
The Funnel That Never Sleeps
Grammar: Discourse markers and connectors for structuring business analysis
What's in this lesson:
Full lesson plan with reading, grammar, vocabulary, and discussion.
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