Disclaimer: The company featured here is not a sponsor of the show, nor have I affiliated with them. They simply bring a perspective that I think you’ll get some use from.
“It’s not working.” That’s the gist of every complaint made about marketing funnels. Marketers painstakingly build a series of offers and pay for traffic to see them, but the conversion rates drop off somewhere between there and the point where sales close.
Can funnels be fixed? Absolutely, but not without knowing a critical piece of data. Getting that data that helps fix the suboptimal parts of the funnel is our focus today.
To go through this I’m joined by Keith Perhac, a digital marketing expert and software entrepreneur. After growing up in the states, he headed to Japan to become what’s known there as a salaryman. He moved back In 2010 to work with startups and digital marketers looking to grow quickly. He founded SegMetrics, a tool that lets you see revenue from the perspective of each touchpoint in your marketing funnel. Since then, he’s appeared on over 35 podcasts & in 2020 published the book we’re here to discuss, “Building Marketing Funnels that Convert, a 90 minute guide”
When he’s not working on SegMetrics, Keith draws and attempts (futilely) to spend more time outdoors. He lives in Portland, Oregon with his wife and two daughters.
People/Products/Concepts Mentioned in Show
- Urchin Tracking Module (utm) parameters, appended to URLs for Google Analytics to assign attribution.
- Keith’s company, Segmetrics.io and a short demo of their tool
- Keith on LinkedIn and Twitter
- You may also want to check out Gary Amaral’s episode on measuring funnel touch points with enterprise B2B with a heavy human sales component