Our notes and commentary on marketing and business
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What Shape Is The Zuora Sales Funnel?
Read more: 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 at the top, it bulges […]
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What Shape Is Ferrari’s Sales Funnel?
Read more: 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 handful of limited editions costing […]
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How Maersk Uses Buyer Personas And Emotion For Effective Brand Awareness
Read more: How Maersk Uses Buyer Personas And Emotion For Effective Brand AwarenessAn 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”, Financial Times, 2009 thereby revealing its wholesale missing of the point. […]
