Tag Archives: sales funnel

Apr13

Andrew Spoeth

0

How Does Your Risk Fit Into My Funnel?

I had the pleasure of producing Enquiro’s recent webinar titled Beyond the B2B Buying Funnel. Being a B2B marketer myself, I’m quite fond of the funnel concept and use it to map things like lead volume vs. position in the sales/marketing cycle. An interview I conducted with Jim Sterne takes a look at funnels of different shapes and how they reveal demand generation ailments and successes. But where does the funnel fall short? One of the main messages I’ve taken away is that we shouldn’t look to the funnel model to imply a clear top-to-bottom progression in the sales process. [...]

Oct16

Andrew Spoeth

3

The Customer Life Cycle Funnel – an Interview with Jim Sterne

    I recently had a chance to chat with Jim Sterne, Chairman of the Web Analytics Association and founder of the eMetrics Marketing Optimization Summit. Jim Sterne’s depiction of the Customer Life Cycle Funnel – four distinct funnels based on successful or unsuccessful customer acquisition, persuasion and conversion – has been widely quoted and referenced since he first presented it in 2000.  In the interview, Jim walks us through the four funnels, while also touching upon B2B vs. B2C, and social media marketing.