161 - Why You Should Forget the Marketing Funnel, with Claire Sullentrop

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   Follow Claire:  LinkedIn: https://www.linkedin.com/in/clairesuellentrop/   Follow Daniel:  Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter:  www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com