A B2C and B2B Marketing Case Study 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…
Author: Jane Franklin
…is co-founder of Difference Engine. Jane has deep experience in communications, inbound and outbound marketing for a range of organisations from Microsoft and OS to the Greater London Authority and NFU Mutual and many others in between. Should anyone ever want to bribe Jane, focusing on a mixture of rock, comedy, cheese and cider will probably do the trick.
What Shape Is The Zuora Sales 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…
What Shape Is Ferrari’s Sales 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…