Claire Rahmatallah (She/Her)
MD, Claire Rahmatallah Consulting
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- United Kingdom
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Hi Neil, much of this piece resonated with my experience, particularly the similarity of funnels, content and optimisation across B2B SaaS - Mary Portas described this well recently (albeit B2C) as 'squeezing people down the funnel to a transaction'. If it's feeling formulaic to us as marketers, then no doubt the prospect is too! I'm a strong advocate of community and I see an increase in the number of organisations deploying it, whether that's informerly or formerly. In terms of using it for growth and flipping the funnel, does this change the metrics you gather/report and how do you get buy in from CRO/CFO?
That makes lots of sense, thank you.
Hi Neil, much of this piece resonated with my experience, particularly the similarity of funnels, content and optimisation across B2B SaaS - Mary Portas described this well recently (albeit B2C) as 'squeezing people down the funnel to a transaction'. If it's feeling formulaic to us as marketers, then no doubt the prospect is too! I'm a strong advocate of community and I see an increase in the number of organisations deploying it, whether that's informerly or formerly. In terms of using it for growth and flipping the funnel, does this change the metrics you gather/report and how do you get buy in from CRO/CFO?