Collapsing the Funnel: How to Engage and Convert Customers with Speed and Scale

10/14/24 • 23 min

In this episode, we’re excited to welcome Vivian Chang, a direct-to-consumer expert who recently led the DTC function at Clorox, overseeing brands like Burt’s Bees and Brita.
Vivian shares her insights on transforming legacy CPG brands to connect with modern consumers through innovative DTC strategies, subscriptions, and digital marketing. She dives into the importance of collapsing the marketing funnel, using consumer insights, and leveraging omnichannel approaches to stay ahead of the competition.
If you’re looking to drive business growth and adapt to the fast-paced world of e-commerce, you won’t want to miss this conversation! Tune in for actionable strategies to elevate your brand and connect with customers in new, meaningful ways.

To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.

If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.

B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.

One of the biggest challenges?

Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.

Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set.

To grow revenue, companies must excel across four critical stages:

✅Awareness: They must have heard of you

✅Affinity: They must like you and believe you can solve their challenges

✅In-Market: They must be ready to buy

✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal

At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:

Increased high-quality lead volume

Shortened sales cycles

Improved close rates

I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.

I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.

Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.

One of the biggest challenges?

Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.

To grow revenue, companies must excel across four critical stages:

✅Awareness: They must have heard of you

✅Affinity: They must like you and believe you can solve their challenges

✅In-Market: They must be ready to buy

✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal

Increased high-quality lead volume

Shortened sales cycles

Improved close rates

I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.

Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Previous Episode

Amplify Channel Performance and Boost ROAS by Giving Affiliate Marketing a Seat at the Planning Table

In this episode, we sit down with Patricia Marange, Executive Director, Head of Affiliate Marketing & Partnerships across GroupM, to explore how affiliate marketing can supercharge your media strategy and amplify channel performance.
With over a decade of experience in the affiliate space, Patricia shares insights on the evolution of affiliate marketing—from a lower-funnel conversion tool to a powerful, full-funnel commerce enablement engine.
Discover how integrating affiliate marketing into your media plans can complement and fuel your investments across search, social, video, and display, while driving measurable business growth. Whether you're a seasoned marketing professional or exploring new growth opportunities, this episode offers valuable strategies for getting affiliate marketing a seat at the planning table.
Tune in to learn how to maximize ROAS and elevate your media performance!

B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.

One of the biggest challenges?

Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.

To grow revenue, companies must excel across four critical stages:

✅Awareness: They must have heard of you

✅Affinity: They must like you and believe you can solve their challenges

✅In-Market: They must be ready to buy

✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal

Increased high-quality lead volume

Shortened sales cycles

Improved close rates

I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.

Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Next Episode

Original Research: Your Secret Weapon for Game-Changing Business Growth

In this episode, we uncover how original research can be a game-changing tool for driving business growth. Drawing from our extensive experience, guest Meghan Lavin and Kerry highlight how research papers not only serve as valuable assets for target audiences but also fuel business success.
From building credibility and strengthening client relationships to landing press coverage and keynote opportunities, our proven approach transforms research into an engine for limitless content creation and revenue growth. We also share best practices for conducting effective research, overcoming challenges, and tapping into the endless opportunities research offers for lead generation, customer retention, and business expansion.
If you’re looking to scale your marketing impact and future-proof your business, this episode is packed with actionable insights you won’t want to miss!

B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.

One of the biggest challenges?

Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.

To grow revenue, companies must excel across four critical stages:

✅Awareness: They must have heard of you

✅Affinity: They must like you and believe you can solve their challenges

✅In-Market: They must be ready to buy

✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal

Increased high-quality lead volume

Shortened sales cycles

Improved close rates

I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.

Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.