The NEW funnel | The consumer journey reinvented

[@andrewandpeteTV]

Loving this! So do you recommend reverse engineering the moment of commitment - for example - say if we want someone to click a link in an email (the moment of commitment), we need to think what the trigger question would be to spark that click? And map that out before we write the email?

[@AndrewDavisSpeaker]

That's exactly write. How can you better understand those micro-moments, @andrewandpete?

[@chriswilcox8977]

Intruiging...as a consumer, I dislike the old school marketing funnel methods...to the extent that they utterly put me off. You spoke, virtually, at a recent UK conference...your content there and on here is almost anti-that conferences own model which made me quite amused. Said conference sent me three, yes three emails in the course of a day to remind me in subtly increasing levels of 'pressure' that the signup discount offer running was going to end...that day... Can't imagine I'm alone in getting tired of such practices... As a business owner, I find it hard when my clients as me to implement things old school, things that I know would annoy me as a consumer...some are keen to listen to alternatives, others aren't. Love your content, I'll be back...

[@mariarosero]

Thank you!

[@chrisdavidsonme]

I like the intentionality in focusing on each moment of inspiration through its moment of commitment. In forcing us to be laser-focused for each individual moment, it then forces us to better think through on-going loyalty with that much more intentionality. With this focus it eliminates opportunities to look past important steps in the longer relationship (loyalty) journey.

[@AndrewDavisSpeaker]

So glad you like it! That's awesome. Thanks so much for sharing the comment!

[@JimKukral]

You've done it! Made perfect sense to me. Put a TM on all this brother. It's pure gold. I love how you are able to give such powerful names to each step. Inspiring.

[@AndrewDavisSpeaker]

Thanks, Jim!!! :)

[@rakeshbaskar6166]

Andrew, can you showcase some case studies, where this framework was applied, and the results.

[@jam-fam]

Still funneling users through a sequence of events leading to a purchase/repurchase. You seem to be focussing on the frontend, specifically ZMOT, but there's still a need for marketers to consider the customer's backend/post purchase journey, funnels will always be relavent.

[@sueriffel104]

This resonates with me - but now to apply it to my business and the avenues of growing into a prime brand (through all the noise). Looking forward to you book! Thanks!

[@MichaelBrenner1]

So great! I cannot wait to buy this book!

[@AndrewDavisSpeaker]

I'm so glad you like it. :)

[@mrstrongest]

Great goal: becoming someone's prime brand. And since loyalty takes time to build, we need to stay focused on service and engagement. Thanks, Drew-- and a big thumbs-up on the graphics and video editing! 👍

[@AndrewDavisSpeaker]

Thanks, Mark!

[@EmeseGaal]

Super interesting stuff. In this model, how do you account for different levels of commitment? For example, giving away a little bit of data like an email address for a webinar or white paper is not the same as agreeing to a $20,000/year B2B software sale.

[@AndrewDavisSpeaker]

Emese Gaal such a great point!! Loyalty loops are like a spiral. It may take 100 little commitments to get to the $20k sale... and only one commitment to get to the whitepaper. Does that make sense?

[@davidwelburn]

Maybe I'm not understanding this properly, but I don't get how this differs from a funnel in actual practice. That is, you still need to buy ads that send people to a capture page, that collects their email addresses, and then you send them a series of emails designed to inform them sufficiently to motivate them to buy, and then stay on as loyal customers. Have I missed anything?

[@AndrewDavisSpeaker]

You're not wrong, but you don't HAVE to buy ads. That's a major difference. Instead, start marketing at the Moment of Commitment using the customers you've got to get the customers you want. The funnel doesn't account for that.

[@ContentmarketingDk1]

It makes a lot of sense and really enforces the need to know your customers. One thing puzzles me, though: Are marketers left with just a single conversion point (The moment of commitment)??? I see a lot of attribution model maintenance work here :)

[@AndrewDavisSpeaker]

Hey, Joakim! Great question... I think one of the virtues of the model is that you're focused on the 'first' moment of commitment and after that, you're looking to get the prospect to cycle through the loyalty loop making small moments of commitment again and again. I think it should make attribution easier... :) Does that make sense? If not, maybe you and I should hop on Skype. I want to make this really solid, and I think you're asking a great question.

[@moyo3980]

How can this be used seeking life insurance? I'm a newly licensed agent.

[@downwiththekillas8062]

Question: I loved this video (and recent new subscriber btw 😉), but I had my own “trigger question” throughout... if a brand (or in my case content creator) has little to no presence on the internet, how do I go about improving that? The 2 tactics that came to mind are (1) add value to others content(commenting on others content w/ valuable insight and (2) buying ads. Any other tips, ideas, suggestions?

[@iamjoewaters]

Great stuff, Andrew! I could definitely see how causes and nonprofits could use this. I also like the flexibility of it. A lot of things can contribute to the "Moment of Commitment". Ads, content marketing, donor service, etc. The key is know the NEW funnel and get to work. The challenge is with time, resource and cash-strapped nonprofits, is there something we can zero in on that can drive MOC. I often come back to (1) having the biggest impact and (2) communicating that impact with a dedicated channel (e.g. email, podcast, KZbin, Facedbook, etc.) that positions you as the PRIME BRAND. Thoughts?

[@AldoWink]

Are you not confusing the funnel with the journey?

[@AndrewDavisSpeaker]

Aldo Wink thanks so much for watching. Great question. I don't think so: I'm not exactly sure why they're different.

[@lazysundays3965]

Hi, Andrew! Great video. Do you still recommend buying FB and IG ads to raise awareness for brands interested in generating new leads?

[@AndrewDavisSpeaker]

Hmm.... sure. I believe in buying ads. They're just not the only way to grow a business. They're part of a good growth strategy though.