by Jane at F&G | Feb 14, 2020 | Funnel Design, Marketing Event, Scaleup
We are super excited to be hosted by startup scene and open innovation champion Geovation for our latest workshop on Thursday 5th March. ‘Funnel mechanics, or how to find and attract the right customers to your business’ is designed for business and/or marketing...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, B2C Marketing Case Study, Brand Purpose & Messaging, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health, Marketing Insight
Trade Tools And Hardware Retailer Screwfix’s b2b marketing funnel is wide and shallow. It makes its money by transactional sales at volume. In 2016 it was selling more than 24,000 products, many of them relatively low cost items. It sells to the trade –...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, Buyer Personas, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health, Marketing Insight
Most B2B technology and innovation driven brands have an apple shaped funnel. It’s by far the most common funnel shape and in fact there are many subsets of the apple. But for now let’s focus on a ‘generic’ apple. The shape is relatively narrow at the top, it bulges...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, B2C Marketing Case Study, Business Strategy, Buyer Personas, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health
Iconic Italian supercar brand Ferrari has wide appeal at the top, but it’s a long and narrow funnel and very few convert. 2019 was a record year for Ferrari. It had a target to ship 10K cars. It launched five new products. Plus a handful of limited editions costing...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, Brand Purpose & Messaging, Business Strategy, Buyer Personas, Content Marketing
In August 2019 the FT summed up its analysis of integrated container logistics company Maersk’s latest TV ad with the line: “we are not enlightened enough to understand what this all has to do with global logistics”, thereby revealing its wholesale missing of the...
