Funnel of Opportunity
Tired of marketing to the unprofitable masses? Marketing through a funnel of depletion is not only costly but ineffective. This type of thinking limits your scalability. You might be surprised but super-targeting works. A past HBR article demonstrated that you grow 2X faster when you sell into Micromarkets. Also, when you analyze your wins instead of your losses it makes you 10X more likely to understand the events that trigger decision makers to become motivated about buying your product or service.
This is why I use a Funnel of Opportunity. We start with a group of core customers (prospects) and our promise to them. When we start our marketing this way; things begin to change. We create better relationships and a higher level of learning opportunities. Thus, we can communicate more effectively across more channels, develop more business development opportunities and connect with influencers.