Nathan Field
Launching campaigns every month can be exhausting.
An evergreen funnel offers another option.
Instead of rebuilding your marketing process repeatedly, you create a system that can continue attracting and nurturing prospects over time.
It doesn't mean the funnel never changes.
It means the core system remains active.
What Is an Evergreen Funnel?
An evergreen funnel is a marketing journey designed to operate continuously.
A basic funnel might look like:
- Traffic
- Lead Magnet
- Email Sequence
- Offer
- Purchase or Appointment
- Follow-Up
The Get, Keep, Grow Funnel
Most funnels stop at the sale. The get, keep, grow funnel does not.
The name comes from Steve Blank, who teaches customer relationships as "the activities used to 'Get, Keep and Grow' customers" (his Stanford class notes). It works well as a map for an evergreen funnel, because an evergreen funnel should never switch off after someone buys.
- Get
- Keep
- Grow
Get: win the customer
This is what most people mean by "the funnel". Traffic, a lead magnet, a nurture sequence and an offer. The sections below cover each one.
Keep: stop them drifting away
A welcome sequence after they buy. A check-in a week later. A review request once the job is done. A reminder before they need you again, like a dentist's six-month recall. Our guide to review and reputation systems covers the review part.
Grow: sell more to people who already trust you
The next offer, an upgrade, or a referral ask. These are some of the easiest sales you will make, and most small businesses never ask for them.
If your funnel ends at "thank you for your purchase", you built a get funnel. Add keep and grow and the same traffic makes more money.
Start with Valuable Content
Your funnel needs a source of traffic.
This might come from:
SEO
Social media
YouTube
Paid advertising
Partnerships
Email
Choose channels where your audience already spends time.
Create a Strong Lead Magnet
Your lead magnet should solve a small but meaningful problem.
Examples include:
Checklist
Template
Guide
Mini-course
Resource list
The goal is to provide enough value to demonstrate your expertise while naturally leading toward your paid offer.
Build a Nurture Sequence
After someone downloads your resource, don't immediately disappear.
Create a sequence that:
Delivers the resource
Provides useful education
Addresses common problems
Builds credibility
Introduces your offer
Provides a clear next step
Automate the Funnel
CRM automation can handle much of the process.
A new subscriber can automatically enter the appropriate workflow.
You can trigger different actions based on:
Email engagement
Link clicks
Form submissions
Appointment bookings
Purchases
Review Your Funnel Regularly
Evergreen doesn't mean "set it and forget it."
Monitor:
Traffic
Conversion rate
Email engagement
Appointments
Sales
Revenue
Then improve the weakest part.
An evergreen funnel can create consistency without requiring you to launch something every week.
Build it carefully.
Measure it.
Improve it.
Then let the system do the repetitive work.
Frequently Asked Questions
What is an evergreen funnel?
It's a marketing funnel designed to operate continuously rather than being used only for a short campaign.
What is the get, keep, grow funnel?
It splits the customer journey into three jobs. Get wins the customer with traffic, a lead magnet and an offer. Keep holds them with onboarding, check-ins and reminders. Grow sells them the next thing or asks for a referral. The idea comes from Steve Blank's customer development work.
Can an evergreen funnel generate sales automatically?
It can automate much of the customer journey, but ongoing optimization and human involvement are still important.
What does an evergreen funnel need?
Typically, it needs traffic, a lead capture mechanism, nurturing, an offer, follow-up, and tracking.
Build Evergreen Systems with Havstock
At Havstock, we help businesses build funnels and automation systems designed to generate and nurture leads consistently. If you would rather hand the whole get, keep, grow system over, see how Havstock Unlimited works.