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More and more often we hear about Funnel Marketing, but generally in an operational way, leaving aside the underlying principles. But all things considered, when we talk about Funnel Marketing, what are we talking about?

Funnel Marketing, before being a collection of operational ideas, is a real approach, a working method that focuses on planning activities that create a real “growth path” for customers who need consultancy.

The purpose of this approach is to insert customers into a path (funnel) which, one activity after another, will lead them to improve their performance.

The logic behind this model is only one: the maximization of the result.

To achieve this objective it is essential to overturn the typical relationship between those who provide a consultancy service and the customer: we move from a situation in which a customer knocks on our door to ask for operational intervention on a specific campaign of advertising or communication to a setting in which the consultant, after a careful analysis of the present and past of a client, plans a strategic path that allows the client to obtain the best possible result step by step.

It is within a logic of this type that our A-cube model fits: starting from a phase of analysis of the digital ecosystem surrounding the customer (Awareness), we pass through a phase of analytical measurement of the contributions of the various channels of communication (Assessment) and then operationally move on to an operational phase in which a strategy is created to be implemented and consolidated to achieve a result (Action).

A strategy of this type allows you to stop navigating by sight, proceeding by trial and error, and finding yourself with an inconsistent and not very organic digital presence. Instead, it allows you to proceed with objectives, deadlines, and milestones used to mark your path until you achieve growth that will produce consolidated and lasting results.

But how can we understand if the path we have traced is the right one? How can we understand if we are going on the right track? The key to everything is reporting!

Reporting is the compass of our ship.

Unfortunately, the report is something that is too often mistreated. And it is mistreated both by those who produce it and by those who receive it!

Those who produce reports often do so mechanically, downloading data and inserting them into unreasoned PowerPoints.

Those who receive the reports often don’t even read them and when they do they don’t understand them.

Both are very serious mistakes!

The production of a report must be thoughtful! What do we want to highlight from those numbers and those statistics? What do we want to measure? Which numbers really interest us and are linked to our objective and which ones do nothing but create “noise”? And finally, after we have obtained a result, we should ask ourselves: “What is the clearest and most immediate way to communicate this information?”

Likewise, those who receive a report must observe it carefully, and develop sensitivity to those numbers, and to those KPIs that provide us with invaluable information. A report is a market analysis and an analysis of the performance of our activities.

From a report we can understand which demographics are more or less sensitive to our communication, we can discover in which market clusters we are strongest and which are our weak points, we can discover information on our target audiences, and based on this information we can re-modulate and better define our lines of communication to be more incisive. And it is precisely the report that tells us if we are ready to proceed to the next step of the funnel that we have planned with so much care and attention.

Ultimately, that’s what we’re talking about: planning and taking action. Plan and act. Plan and act. And between one step and another, measure.

And do you know what the most curious thing about all this is? Recently these issues are being talked about as if they were frontier strategies, innovative strategies, and the non-plus-ultra of business consultancy. Yet I challenge any of you to have never heard a grandfather or father intent on doing odd jobs around the house say a proverb whose origins are lost in time: “Measure twice, cut only once”.