Joseph Jaffe – well-known since his book Flip the Funnel came out – was one of the keynote speakers at this year’s edition of B2B Marketing Forum. Of course he shared his insights on the ‘flipped funnel’, but also on real customer centricity, customers that show their brand love via tattoos, Jaffe’s personal definition of a successful book and lots more.
A tweet kindly inviting Jaffe to an impromptu interview resulted into a pleasant conversation with the author and strategist himself. In three short videos – shot from the hand by iPhone so please do not expect any fancy corporate footage this time 😉 – here is what sympathetic Jaffe had to say to these three questions:
Q1: The ‘Flip the Funnel’ concept already dates back to 2010. Still so many B2B companies and professionals struggle with this concept which places attention to existing customers and ambassadors over the hunt for new leads and prospects. How come this concept is so difficult to turn into tangible action for so many?
Q2: In your keynote you compared some marketeers with pimps. To this analogy these are marketeers that chase superficial, quick contacts with prospects in order to drive new business. By doing so they place their own interests over and above the customer’s interests. What shows many B2B companies put themselves and not so much their customers at the core of everything they do?
Q3: You wrote several books including Join the Conversation, Flip the Funnel and more recently Z.E.R.O., Zero Paid Media as the New Marketing Model. What makes a book successful from a personal perspective?