thefunnel

I was asked why I decided to call this blog “thefunnel”?  Briefly. I think the traditional linear marketing funnel (awareness through loyalty) is a good metaphor for us in marketing to remember that customers can be in any place in the funnel, which will have an impact on all elements of communication. It is also a reminder that there’s always the next step in the funnel and an ultimate objective to achieve an outcome such as sales and loyalty. In addition it’s a reminder that the traditional linear funnel is obsolete, and that understanding the customers decsion process is much more challenging today than it used to be, due the web, social media, choice, interaction between on-line and off-line experiences, fragmentation of media and pull marketing in general.

 Search Engine optimization for B-2-B industrial marketing can be quite different than for B-2-C. Here’s some search engine marketing use cases and tips on how to maximize your investment.     Optimize your search budget

Just finished writing an article about redesigning a web site based on the voice of the customer. Most web site designs probably have some elements of user input through usability testing or based on a pre-design survey, but this one is different with thousands of survey completes over a period of 2 years, customer write in comments, in addition to lots of robust data based on the ACSI methodology.