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Tipping the Funnel
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How do you get your message
through the clutter?
Tipping the funnel
Josh Bernoff & Charlene Li
Josh Bernoff & Ted Schadler
Influence is spread
through social media
Messaging & Positioning
To target tomorrow’s customers
“Victory in marketing doesn’t happen when you sell something, but when you
cultivate advocates for your
brand.” - Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
www.flickr.com/photos/hyku/4837236187
Advocates are your
best influencers
Typical Conversion Rates
1. Cold calling:
2. External Recommendation: “Your company should try O365. You are probably familiar with a lot of the software and everything is backed up in the cloud.”
3. Internal Recommendation:
“Our company should be using O365. Everyone knows how to use the software, we can reduce local IT support costs and everyone’s data will be backed up in the cloud.”
44% 10 X Cold calling
20 X cold calling
Between 1-5% 4%
88% 20 X Cold calling
Tipping the
funnel exercise
www.flickr.com/photos/littlebabyjesus/123838009
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com