"Death of the Sales Funnel and the Life of your Brand" by Tyler Larson. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014). www.cazarin.com

1. DEATH OF THE SALES FUNNEL AND
THE LIFE OF YOUR BRAND
T Y L E R L A R S O N

2. Prev iou sly… on CazarinFest
Brand D.N.A.
Core element for building engagement
• Demonstrating value
• Nurturing Relationships
• Applying insights

3. Next Step
• Process suggests a updated sales model.
• Technology has changed sales forever.
• Information has empowed the customer.
• Timing and transparency now the best sales
tools available.

4. A Step Further

5. A Simpler Time

6. The Mantra of

7. The Sales Funnel

8. The Sales Funnel
• Process of Elimination
– Clean
– Measured
– Focused
– Linear
– Predicable
– Controlled

9. The Problem?
• Only addresses single need at a time.
• Leaves majority of prospects behind.
• Doesn’t reflect consumer experience.
• and…

10. I t ’s a Little Imp erson al

11. The Perception

12. The Reality

13. Reality
• Consumers value autonomy.
• Provide more avenues for self-education
• Offer choices. Give more, and ask less.
• 60% of decision made before speaking to sales.

14. Reality
• Customers value autonomy.
Don’t Be a
Shepherd
• Provide more avenues for self-education
• Give more, and ask less.

15. Be A Resource

16. Wh at ’s th e altern ative?

17. The Customer Life Cycle

18. Your brand is
a flat circle.

19. Why Life Cycle?
• Advantages
– More efficient.
– Serving, not selling.
– Create better customers.
– Value relationships over transactions.
– More opportunities for improvement.

20. How?
• Meet and engage leads in the channels they
frequent.
• Provide info that matches needs and place in
buying process.
• Use content to qualify leads, pinpoint customer
tastes and identify gaps in the sales process.

21. What does it all mean?
• The Life Cycle model helps build a well
rounded brand.
• Provide a little something for everyone.
• Tell a good story along the way.
• Choice = Insight

22. Make Yourself Useful
• “We’ve evolved from marketers convincing
people to buy, to simply helping find what they
intend to buy.”
• Forrester: Apr 10, 2014

23. Make Yourself Useful

24. Curiosity and Context
• Life cycle approach applies to businesses as
much as consumers.
• Don’t neglect emotion and context when
sharing your message.
• B2B and B2C are more similar than ever.

25. The Lines have Blurred

26. Where do we go from here?
• Play the long game.
• Build credibility through content
• Use channels to listen and learn
• When in doubt, give.

27. N ow…
• What to do with that old funnel?

28. Get creative.

29. Enjoy Your Beverages