Brandon Drew explains how to build compounding funnels by segmenting users into power, mid, and light tiers and matching them to freemium, basic, and advanced pricing. He covers targeting niche segments, the relationship between content marketing and sales, and why hiring salespeople with big Rolodexes has limits.
Chapters
So this gets kind of going back to the gentleman in the back's first question, which is, how do we do any of this stuff? And this kind of starts now bleeding in from client acquisition, which is more on the marketing side of the house, to somewhat on the sales, right? You want to build compounding funnels. So what do I actually mean by compounding funnels? Each one of these funnels is outreach to your prospective marketplace and potential buyer, right? Whether that's you're marketing yourself at a trade show, you're going to, you know, a college campus for, you know, first week of school and you're marketing yourselves there to try and get people on, to, you know, trade journals, to blogs, to whatever else, right? And what they do is if you do proper compounding mark— proper compounding funnel, each one of these you'll have one person transcend and bounce between all these different touchpoints, right? And when you talk to like a traditional salesperson, they always talk— it takes about 6 to 10 touchpoints until you actually get a person to buy. And that's what you want to try and create. What kind of different outreach can we do? And it depends from, you know, consumer to enterprise, what type of product it is. What can we do to try and maximize this segmentation. And that goes back into some of the topics that we were just talking about, which is how do we segment this out and cohort? When you look at your marketplace, let's use the gentleman in the back's example. He's going specifically after the sciences rather than trying to do every academic book in, you know, in the world. He's segmenting out his offering. But you also have outside of that, then you also have Cohorting. Everybody know what cohorting is? I'm going to tell you what cohorting is. You have to cohort your own audience. You're going to have some power users. You're going to have some mid users. And you're going to have some light users. And your product should be tailored to every one of those. I'm sure we've all signed up for any type of SaaS-based service. You have the freemium. Then you have the basic. Then you have the very advanced. You don't wanna take away from any one of those different areas. Without getting into a very detailed conversation on your specific business, this is the hardest thing to do, I think. Most enterprise— I come from mainly an enterprise background. I would say the companies that I've worked with that have failed the hardest and never succeeded focused in on— they sold 1 or 2 different clients, maybe about 15, 20, whatever. And they all of a sudden decided to hire a bunch of salespeople. We're selling. Let's get some people on the street. With zero content marketing. A salesperson is only as good as the marketing team is. Now granted, you can hire a hired gun. And a hired gun is the guy who has a massive— he comes from the industry. He has a massive Rolodex. And he has people that he can call right now and probably get a trial or a user, right? That's a hired gun. But they're only good as their Rolodex and what happens after that Rolodex. Right? And so you really need to focus in on being solid content marketers. And that's going to vary in terms of the different methodologies and vehicles depending on your own industry. Thank you.
