How do you design a Marketing Funnel?

Would you get out of bed extra early on a cold November morning to attend a breakfast event about… flipping funnels? 

We were absolutely thrilled to welcome so many attendees to our Bristol launch event on 7th November as part of the inaugural Bristol Technology Festival 2019

Smashing Targets

The event was oversubscribed with a cross-section from the Silicon Gorge scene: big brands, scaleups and entrepreneurs, traditionally trained marketers and self taught experts. What would they make of our funnel flipping?

After one attendee announced that our event was the only they’d chosen to come to from the entire Bristol Tech Fest line-up the pressure was on…

What did we do? 

The venue – the fabulous Strawberry Thief – was looking particularly picturesque in wall-to-wall William Morris. There were lots of networking and general chats over cooked breakfast and hot drinks (thanks again to Mike and his great team @strawbthief). 

Then F&G got stuck into ‘the (marketing) science bit’ with some slides about fruit and flipped funnels (of all glorious shapes and sizes), before getting everyone to work together in groups analysing some detailed buyer personas and preparing tailored content plans for each of them. 

“The team engaged at the right level, mixed theory with practice and created a collaborative environment stimulating thought.”

Flip the funnel

Our core message is that for your marketing to be successful, you have to shape it around your customer. For us, the old concept of the funnel doesn’t work anymore. Traditionally marketers have assumed awareness is awareness of your business, interest is interest in your business. But customers aren’t automatons looking for something to buy, they’re thinking about themselves and the problem they’re looking to fix.

So we asked our workshop participants to flip the funnel, to make it about the customer and their problems, not about their brand and what they want to broadcast.

It sounds simple when put like that, and delivered in our event slides. But during the interactive section – along with many brilliant ideas putting the customer first, there were also some, especially at the first AWARENESS stage of the funnel, which still seemed to focus on the company and brand instead. It seems it’s hard to break the habit of focusing on one’s own brand rather than the customer.

So what’s supposed to happen at the AWARENESS stage then? 

The key to remember is that it’s the stage when the customer’s aware they’ve got a problem, and they’re trying to define it (not yet trying to find a solution, that comes afterwards). Which is not awareness of your company or brand. 

So it really is all about putting the customer as opposed to you (my company, my brand) first. 

Which incidentally is also why it’s SO important to have proper and detailed buyer personas for your company, as it really helps you think about things from your customer’s perspective as opposed to your own (i.e. What’s bothering Louise?, ‘What channels would Christopher actually be using?’).

Did people like the event? 

Seems so; we got 100% very good and excellent feedback. A common comment was that it was actually too short, as people wanted to continue their conversations from their interactive working groups, and also get more feedback from us at F&G on their content plan ideas.

‘Lovely team delivering the event, very friendly, helpful and communicated the content in an engaging way which was easy to follow.’

How can F&G help?    

We’re sure that you can flip your own funnels armed with this info, and especially if at every stage you regularly and honestly stop yourselves to double check – is it really about them and not you? (A lot of the time it’s still really about you…). 

However we (obviously) love nothing more than helping people successfully flip their funnels, so please drop us a note if you’d like us to take a look.  

‘Loved the warm reception, the presentation style and overall energy of the room. For something so early in the morning it felt like an evening event and everyone appeared engaged and enthusiastic.’