What Shape is the Screwfix funnel? A B2B and B2C Marketing Funnel Case Study

What Shape is the Screwfix funnel? A B2B and B2C Marketing Funnel Case Study

Trade Tools And Hardware Retailer Screwfix’s 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 – owner/operators...
What Shape Is The Zuora Funnel? A B2B Marketing Funnel Case Study

What Shape Is The Zuora Funnel? A B2B Marketing Funnel Case Study

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...
What Shape Is Ferrari’s Funnel? A B2C Marketing Funnel Case Study

What Shape Is Ferrari’s Funnel? A B2C Marketing Funnel Case Study

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...
How Maersk Uses Buyer Personas And Emotion For Effective Brand Awareness – An Emotion in B2B Marketing Case Study

How Maersk Uses Buyer Personas And Emotion For Effective Brand Awareness – An Emotion in B2B Marketing Case Study

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...