Thinc Tank / Sales & Marketing

Sales and Marketing Pivot | Turning the Funnel Upside Down

Sales and Marketing Pivot | Turning the Funnel Upside Down

In a time of so much uncertainty, it is likely that business leaders will need to make a pivot in their normal operational strategy. Because of this, marketers are forced to address a multitude of challenges and questions including how their messaging should change in light of a public health crisis, what they can do to continue to generate qualified leads, and how their spending and budgets will be affected due to canceled events and changes in cash flow.

During a time when everything seems to have been turned upside down, perhaps marketers should follow suit and turn the traditional marketing funnel upside down as well. Usually, when marketers are operating “business-as-usual”, the traditional marketing funnel starts with utilizing advertising, trade shows and SEO to create awareness and generate qualified and interested sales leads. From there, marketers then nurture these leads in order to move them through the funnel until a prospect is ready to purchase and ultimately become a customer.

‍Traditional Sales and Marketing Funnel

Lead Generation and Conversion

5e7e1e39696b40d72d10f6e5 Funnel 1

Given the unpredictability and change in today’s business environment, many traditional top-of-the funnel activities that would usually create awareness such as trade shows, may no longer be feasible or as effective as they would’ve been. Also, in times of uncertainty, people tend to look to sources they already trust, making building awareness among new prospects more challenging.

This is why marketers must pivot their strategy and recognize that the part of the sales and marketing funnel that happens after the sale becomes increasingly valuable in times like this. It is important to remember that regardless of the business environment, your most precious marketing asset is your existing customer base. If you have built trust, your current customers will continue to buy from you, perhaps even increasing their purchases because it feels safe, especially when surrounded by increased uncertainty in the world. Aside from the continued revenue they will bring, your existing customer base will also serve as great references to generate new business and potentially post reviews or speak with prospective clients on your behalf. When people in their network ask for suggestions on what to buy or who to work with during this time, they will recommend you. The cultivation of trust with clients doesn’t happen automatically. Marketers will need to continue to work hard in this “upside down” funnel to successfully leverage their existing customer base and capitalize on the circumstance.

Post-Purchase Sales and Marketing Funnel

Current and Past Customers   

5e7e1ef583f0e76d46483771 Funnel 2

What should your company be doing now to focus on this part of the funnel?

Elevate your client experience. If you are shifting part of your experience online, consider how potential changes will affect your customer’s experience. Be sure to continue to deliver an excellent customer experience online and train your team on these changes. Look for opportunities to over-deliver experience, such as accelerating delivery, doing something extra for your clients or expressing appreciation.

‍Make it easy for your clients to continue to buy from you. Make sure your customers are aware of any shifts in how you are delivering your products or services, and before making these shifts, be sure that these changes meet their needs.

‍Clarify your values and simplify. Communicate to your customers what you can do for them now. Clarify your service offering and communicate it to your client base. In a time like this, it is important to streamline and offer less, not more.

‍Activate loyalty programs. If you have a referral or frequent purchaser program, make sure your customers know about it. Also, make sure it is easy for your customers to repurchase.

Don’t forget about your former clients. Touch base with former clients and let them know how you are offering your services and products. If you’re making certain services available to your current clients at a free or reduced cost, consider extending the offer to former clients as well.

Finally, as you are thinking about how to activate this part of your funnel, focus on engaging first and selling later. Consider that in today’s environment, simply getting a customer to interact with your brand is a success. Serve them now and they will remember you when they are ready to buy.

Start Your Journey With Thinc Today.

Sales and Marketing Pivot | Turning the Funnel Upside Down
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Set up playbook
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Initial Criteria Match/Viability Meeting
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Acquisition Project Management

Our clearly defined process includes expertise in the areas of management, research, market search, analytics, and reporting

Project Manager
Set up playbook
Research
Set up data room
Campaigns
Campaign Follow-up
pm-step-arrows-wide
Initial Criteria Match/Viability Meeting
NDA Signed, PM Onboarding
Growth Team continues search
Project handoff to PM
Prospect and Process Discussion
Financial modeling and valuation
pm-step-arrows-wide
Advisor to client
Meeting coordination and facilitation
Deal structure recommendations
Due diligence process
Pre-close legal coordination and support
Post-close integration

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Thinc specializes in conducting comprehensive feasibility studies to evaluate the viability, risks, and rewards of new business initiatives, ensuring informed decision-making and strategic planning for success.
Thinc will conduct individual interviews with key stakeholders to gain an understanding of their ownership goals and future objectives.

Thinc will review a variety of materials from the firm including, but not limited to, the past 3-5 years of financial statements, organization chart, key roles, and other relevant materials.

Thinc will meet with the owners to confirm the direction gleaned from our initial interviews and information analysis. We will use this meeting to refine the direction and inputs for the different models.

Thinc will build out the different options using the provided inputs showing the potential outcomes and implications for each model.

Thinc will present the feasibility study, documenting the various options and models. We will also schedule a follow-up conversation, allowing the owners time for reflection on the study, to answer questions and discuss next steps.

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Due Diligence Services

Our Due Diligence services offer a detailed examination of the target company, providing critical insights into risks, opportunities, and financial health to support informed business decisions and successful transactions.

Ownership Structure
Government Documents
Legal Filings
Client Contracts
Leased Properties
Financial Statements
Tax Returns
Payroll
Managed Reports
Software
Hardware
Furniture
Vehicles
Customer Segments
Market Segments
Current Salaries
Benefits & Bonuses
Hiring & Firing Practices
Employee Engagement

Due Diligence Services

Our Due Diligence services offer a detailed examination of the target company, providing critical insights into risks, opportunities, and financial health to support informed business decisions and successful transactions.

Ownership Structure
Government Documents
Legal Filings
Client Contracts
Leased Properties
Financial Statements
Tax Returns
Payroll
Managed Reports
Software
Hardware
Furniture
Vehicles
Customer Segments
Market Segments
Current Salaries
Benefits & Bonuses
Hiring & Firing Practices
Employee Engagement

Evaluate the merits of any business idea

Thinc specializes in conducting comprehensive feasibility studies to evaluate the viability, risks, and rewards of new business initiatives, ensuring informed decision-making and strategic planning for success.
Thinc will conduct individual interviews with key stakeholders to gain an understanding of their ownership goals and future objectives.

Thinc will review a variety of materials from the firm including, but not limited to, the past 3-5 years of financial statements, organization chart, key roles, and other relevant materials.

Thinc will meet with the owners to confirm the direction gleaned from our initial interviews and information analysis. We will use this meeting to refine the direction and inputs for the different models.

Thinc will build out the different options using the provided inputs showing the potential outcomes and implications for each model.

Thinc will present the feasibility study, documenting the various options and models. We will also schedule a follow-up conversation, allowing the owners time for reflection on the study, to answer questions and discuss next steps.

Start Your Journey With Thinc Today.

Sales and Marketing Pivot | Turning the Funnel Upside Down
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Sales and Marketing Pivot | Turning the Funnel Upside Down