The traditional marketing funnel is broken, says Joseph Jaffe, marketing consultant and author. Its emphasis on customer acquisition means marketers spend most of their time looking for new customers rather than nurturing the ones they already have.
Changing this marketing paradigm is the call-to-arms of Jaffe’s latest marketing book, “Flip the Funnel,” which officially launched with a keynote presentation at MarketingSherpa’s Email Summit in Miami last week. We sat down with him for an interview following his speech to learn more, and to outline five key strategies for changing your company’s marketing focus. continue...