Flip the Funnel Quotes

“Introducing the new flipped funnel, ADIA: Acknowledgment; Dialogue; Incentivization; Activation. Here are five things companies can do to activate dialogue with - as well as among - its customers. 1. Establish customer clubs, forums, communities, groups, or hubs where people can connect with each other, ask questions, provide answers, and socialize; 2. Permission-based invitations, rewards, and demonstration that there is a genuine intent to act; 3. Implement a robust listening strategy to get a real-time handle on customer conversations where and as they happen; 4. Design a response strategy to provide timely and relevant information to ongoing conversations; 5. Find an optimal mix between technology and human resources to participate effectively and efficiently with customers and their communities (p. 71).”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“Getting your message in front of the right people in the right place at the right time using the right channels is the right thing to do. But what if the real optimization that needs to take place is from acquisition-led efforts to retention-led ones [retention, consolidation, and referrals]? p. 18”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“In a word-of-mouth and word-of-mouse led world, the process of researching and buying is decidedly non-linear... (p. 8) What if we've got it all wrong? Take the marketing and sales funnels, for example. These tools were designed to sift through an inordinate number of suspects and prospects to extract the gold nuggets (customers) from the dirt (everyone else) by gently guiding (or sometimes forcing) them through a linear progression from awareness through action. But what if, instead of ending with the purchase action by the converted customer, we began with this action and, in doing so, focused on achieving three distinct goals: 1. Building solid, ongoing, and authentic bonds or relationships with our customers (customer service and experience); 2. Transforming customers into returning clients and ultimately advocates (customer relationship management); 3. Harnessing the unstoppable power of referrals, recommendations, and word of mouth for outreach to other potential customers (social networking or even a new kind of affiliate marketing). What if, by following these rules, we were able to essentially flip the funnel and reverse engineer future growth from a platform or foundtion of current growth? From the few come the many: That's the mantra of the flipped funnel.”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“If you think about it, shouldn't we be spending more money against qualified prospective buyers versus shots in the dark at bagging a random stranger? Of course we should. It's a complete no-brainer. (p. 8) ... Our cardinal mistake is to forget that it is these four simple truths (or metrics) that keep us in business: 1. Getting more customers to buy from us; 2. More often; 3. To spend more with us in the process; 4. AND to recommend us to their friends (p. 15)”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“It's time to set our sights on the marketing funnel, aka, AIDA. AIDA stands for Awareness, Interest, Desire, and Action. (p.3)... There's something inherently out of whack with the traditional marketing funnel and there are better ways to optimize it (p.7).”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“Avinash Kaushik refers to much of media communications as "faith-based initiatives." In other words, they are often futile attempts to bridge the vast chasm between the two ends of the funnel - exposure and conversion... (p. 5)”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“It's time to set our sights on the marketing funnel, aka, AIDA. AIDA stands for Awareness, Interest, Desire, and Action. (p.3)”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones

“The four Ps (Product, Price, Place, and Promotion) have been updated with a new model: the six C's of Content, Commerce, Community, Context, Customization, and Conversation.”
― Joseph Jaffe, Flip the Funnel: How to Use Existing Customers to Gain New Ones