It's almost oversimplifying to assume that everyone buys in your typical three to four phases of a funnel. There are so many things that happen during the funnel that could make people go back into the funnel. The metrics we use to understand whether they're getting through that journey are also totally different, depending on who they are and what matters to them.
Why should businesses forget the funnel? And is the funnel really just an oversimplification of what drives revenue?
Claire Sullentrop, author of “Forget the Funnel,” certainly thinks so, and she’s here to discuss the reasons why businesses need to focus on the larger, qualitative data driving customer growth.
She and Daniel chat about the importance of identifying and mapping out the ideal customer journey, the right questions to ask when conducting customer research, and how to operationalize customer motivation.
0:00 Intro
1:40 Forget the Funnel
6:55 Mapping the Ideal Customer
9:17 Adopting Customer-Led Growth
17:36 Customer Retention
22:05 Improving Conversion Rates
25:28 A Hill to Die On
27:34 Contact Us
www.forgetthefunnel.com
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LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:
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