What do people hire your
blog posts webinars whitepapers products for?
Customer Jobs Theory for
We use lightweight interviews to optimize your funnel
for the success of the people interacting with your marketing
We need to look at the funnel differently
Funnel metrics correlate poorly with revenue
Improving your conversion rates doesn’t mean that you’re sending better or worse prospects down the funnel.
Using lightweight interviews grounds our funnel changes in genuine improvements for the people interacting with your marketing.
The map is not the terrain
The funnel metaphor in enterprise marketing is a machine model applied to an ecological system.
Using insights grounded in interviews helps us develop a map of interactions that reflects the social systems involved in a sale.
The first round is payment-optional
We’ll interview 10 people who have converted on a page that you want to improve and recommend improvements for testing, changes to make to the content, and additional resources to create based on the interviews.
Then you decide whether to pay and keep exploring.