‘BtoB’ Leading Edge attendees urged to ‘flip the funnel’ toward retention

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

6/23/10, BtoB Daily News

Marketers tend to focus on the “wrong end of the funnel,” author and social media thought leader Joseph Jaffe said in his opening video keynote Tuesday during BtoB’s daylong virtual trade show Leading Edge: Demand Generation in the Digital Age.

“Marketers have to flip the funnel,” Jaffe said, and focus on customer retention and satisfaction along with customer acquisition. “All customers aren’t equal. No amount of churn or attrition is acceptable.”

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