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Samuel from Entrepreneur Education discusses the importance of marketing proposals in helping small businesses expand their customer base. He emphasizes that a marketing proposal is essential for outlining strategies and ideas to achieve the client's goals. The proposal acts as the foundation for the eventual marketing plan, ensuring that the specialist can secure the job before investing time and effort into detailed planning. It is crucial to showcase creativity and understanding of the client's business model in the proposal to effectively communicate the potential value to the client.