The Definitive Guide To Funnel Marketing For Small Businesses (S9E2)

What you’ll see this episode:

Buckle up for a thrilling ride as we rocket off into the Bloxers' first lesson! While you're settling into your seat, they're diving headfirst into the action with the very first daily challenge with a major twist. They’ll split up into pods with about 10 contenders, and their own dedicated judge, who will test them of the day’s lesson on the spot - a high-stakes, make-or-break scenario for these Bloxers. Later in the episode, we'll unveil the first contenders for the Blox-Off, the ultimate showdown of the season. Have you picked your frontrunners yet?

The Competition Blasts Into Orbit

In the second episode, our entrepreneurial warriors kick off their adventure in our new home of Tulsa, OK, gearing up for the challenges ahead. With a mix of enthusiasm and a touch of anxiety, the Bloxers dive headfirst into their very first classroom session on growth hacking, where they learn all about the different funnel steps of a customer’s journey and pinpoint their potential bottlenecks. As soon as the lesson is over, they're tasked with their first challenge, and for day one – it’s a doozy.

No books. No pens. No clue what is about to happen  – just throwing them right into the wolves! The first challenge is a 1-on-1 grill session with their judge, where they must define the different steps of the funnel and apply it to their startups on the spot. It’s a really daunting first challenge, and although some Bloxers get confused, overall, the judges are impressed with their knowledge.

Post-challenge, the contestants get a 15-minute strategy session with their judge, ensuring they truly grasp the lesson and identify weak points in their funnels. This is a cool opportunity for you all at home to really tune in and learn from their real-life scenarios. As the episode wraps up, the suspense builds with the announcement of the day's seven pod winners. But, for the nail-biting outcome of Season 7's first Blox-Off, you'll have to stay tuned and join us in Episode Three! 

The Definitive Guide To Funnel Marketing For Small Businesses

Our first lesson of the season delves into the concept of growth hacking, emphasizing the distinction between its perception on paper and its reality. The definition of a growth hacker is discussed, highlighting the importance of disciplined, scientific, metric-oriented funnel management rather than viewing growth hacking as a silver bullet. The lesson uses a case study, particularly the Hotmail Case, to illustrate the phenomenon of growth hacking. It demonstrates that while such case studies can lead to an "aha" moment for entrepreneurs, growth hacking is essentially about solid, disciplined funnel management.

There are 4 typical funnel steps—Acquisition, Activation, Retention, Revenue, and Referral. The growth hacker's role is discussed in terms of guiding users through each funnel state, emphasizing the need to measure conversions at each step. While initial numbers may not be impressive, success lies in auditing and optimizing the health of each funnel state. Lastly, the lesson provides questions to guide the audit of each funnel state, covering aspects such as sample size, audience targeting, digital assets, calls-to-action, value incentives, and routine-building strategies. It emphasizes the importance of identifying bottlenecks and asking specific questions to improve each funnel stage.

Key Takeaways From This Episode:

  1. When it comes down to it, growth hacking is really just good, solid, disciplined, scientific, metric-oriented funnel management.
  2. Most startups only track three things: traffic, users and revenue – but the  magic is what happens in between those steps.
  3. Anything that’s a habit is more likely to be shared with friends and family. One of the only purposeful and proactive ways to improve “word-of-mouth” is to make something a habit in your customers.
  4. In order to be effective, you must study the conversions at each step. 
  5. At first, your numbers will suck - so expect that. Find out where the bottleneck is and focus on fixing that.  

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Meet The Judges

Brittany Hays
Brittany Hays
South Sound Staffing

As the owner and founder of South Sound Staffing, Brittany is driven by a genuine desire to make a profound difference in the staffing industry. Being a family-owned agency, Brittany and her team go above and beyond to deliver exceptional service and unmatched dedication to their clients. With a customer-centric focus, they strive to provide the best staff, ensuring that employers find the perfect match for their organizations. Brittany’s extensive experience of over 10 years in the industry has honed her expertise, making her a true authority in the field. As a thought leader, Brittany is passionate about bridging the gap between employers and employees. She actively engages in discussions surrounding hiring, careers, staffing, leadership, and recruiting. By sharing her insights and expertise, she empowers both job seekers and employers to navigate the ever-evolving job market with confidence.

Chase Curtiss
Chase Curtiss
Sway Medical

Chase Curtiss is an innovative digital health expert and clinical exercise physiologist with a strong expertise in developing mobile software solutions within the medical, sports and fitness markets. Chase has an academic and research background in biomechanics, exercise physiology and neuroscience with published research in each field. Chase has been recognized as a pioneer in the mobile health space with the first ever FDA clearance for a software only mobile medical device. He has been highlighted in the Wall Street Journal, Bloomberg TV, Forbes, Pando Daily, Mobihealthnews, the Grey Sheet and many other mainstream and medically focused publications. YouTube has also named Chase NextUP for his work in video instruction content reaching 30 million viewers. As an expert in the field of digital healthcare, Chase is also a regular speaker having presented for events put on by Blue Cross Blue Shield, AARP and Chase was the 2014 commencement speaker for Wichita State University.

Clay Slaton
Clay Slaton

Clay Slaton is a leader coach with a passion for helping individuals succeed in both their personal and professional lives. Clay's journey began many years ago when he recognized the profound impact of personal development on professional engagement within his own team. Fueled by a desire to empower others, he embarked on a coaching journey, sharing insights with fellow business leaders through workshops, forums, and mentorship. The vision for LIFEguide took shape in the process, driven by Clay's commitment to facilitating personal and professional growth. In 2017, after successfully exiting a company he founded, Clay directed his focus towards LIFEguide. With intentional coaching for CEOs in both business and life, Clay drew upon his extensive experience as a career CEO, believing in the transformative power of wisdom and experience to elevate leadership and businesses. As a coach, Clay's mission is to guide CEOs to fully engage in life.

Lily Mockerman
Lily Mockerman
Founder & CEO, Total Customized Revenue Management - Austin, TX

President and CEO of Total Customized Revenue Management (TCRM), Lily is a passionate and devoted leader and practitioner in the revenue management field. Lily earned her Bachelor of Science degree in Hotel Management from Johnson & Wales University. Following graduation, Lily’s career encompassed a variety of roles and responsibilities, including positions with independent full-service, boutique and resort hotels, and work with major brands including Starwood Hotels & Resorts, Best Western Hotels & Resorts, Hilton Hotels, and Hyatt, and various management companies. With 13 years of diverse hospitality experience under her belt, Lily founded TCRM in 2012 leveraging her vision to become the premier provider of revenue management services for the hospitality community. In recognition of these efforts, she was named 2015 Revenue Management Professional of the Year by HSMAI’s Arizona Chapter. TCRM continues to grow under Lily’s leadership and has recently begun to expand into international markets.

Luke Wade
Luke Wade
Owner, KC Crew and MediaAlly - Kansas City, MO

Luke, an energetic and adventurous individual who’s always on the lookout for exciting new experiences in his city, started his business when he was frustrated by the lack of engaging activities and quality events. What began as a small initiative has blossomed into an incredible success story, with over 51,000 participants engaged in diverse activities like Sand Volleyball, Basketball, Pickleball, Cornhole, kickball, softball, and more, spanning the entire city. He also orchestrated one-of-a-kind events such as a Grilled Cheese Festival, an Underachiever’s Run, and a Zombie Crawl, attracting a staggering 16,000 attendees. These endeavors not only allowed Luke to leave his conventional job five years ago but also enabled him to foster a thriving, interconnected community. His once-small initiative now boasts four full-time employees, 40 part-time officials, and an office that has transformed into a bustling arena. Driven by his desire to make a positive impact, Luke is committed to helping others cultivate vibrant in-person and virtual communities. His dedication has earned him numerous accolades, including the 2018 25 under 25 Award from Thinking Bigger Business Media, the 2017 Innovation Partnership Program award, the 2017 Social Sports Industry Association Product Innovation Award, the 2016 Social Media Club Trailblazer of the Year Award, the 2014 Mayor Sly James’ Challenge Cabinet recognition, the 2014 Rising Star Award from NonProfit Connect, and the 2013 Urban Hero Award from the Downtown Council.

Patrick Culpillari
Patrick Culpillari
E-Commerice/Amazon Guru

Meet Patrick Culpillari, a seasoned e-commerce expert whose leadership style is a powerful force of inspiration. Patrick believes that effective leadership should naturally energize people, infusing the soul with enthusiasm to the point that the contagion of his vision becomes unstoppable. Guided by four fundamental principles—Customer Obsession, Brand Passion, Excellence, and Creativity—Patrick brings a unique blend of strategic thinking and passion to the e-commerce landscape. Customer obsession is at the forefront of his approach, ensuring that every decision made is centered around providing exceptional value and satisfaction to customers. Patrick's brand passion is infectious, driving him to cultivate a genuine connection between consumers and the products or services he champions. He believes in excellence as a non-negotiable standard, consistently pushing boundaries to deliver top-tier solutions and experiences. Creativity is the cornerstone of his approach, infusing innovation into every aspect of the e-commerce journey. As a leader, Patrick's goal is not only to achieve success but to inspire and motivate those around him to aspire for more than they thought possible. His leadership philosophy encourages individuals to strive for success not merely because it is expected, but because they have been genuinely inspired to do so. Patrick's magnetic enthusiasm and commitment to these principles create an environment where personal and professional growth are not just encouraged but become inevitable.

Todd Kinzle
Todd Kinzle
Serial Entrepreneur

Todd Kinzle is a seasoned entrepreneur with a distinct penchant for technology and an unwavering passion for creating meaningful impact. With a wealth of experience, Todd has become a driving force in the business world, adept at leading teams and fostering a winning culture that thrives on individual excellence. For Todd, the thrill lies in leveraging technology to create efficiency and solve real-world problems. His entrepreneurial journey has been marked by a keen focus on start-ups, strategic relationships, and a commitment to excellence in leadership. Todd excels in business development, product development, sales, marketing, and strategy, showcasing a versatile skill set that spans the entire spectrum of entrepreneurial endeavors. At the core of Todd's leadership philosophy is the belief in the power of great individuals coming together to form exceptional teams. He finds joy in inspiring and highlighting the unique strengths of each team member, creating an environment where collective greatness is not just encouraged but celebrated. With a track record of successfully navigating the dynamic landscape of start-ups, Todd Kinzle is not just an entrepreneur; he's a visionary leader who understands the intricacies of building impactful businesses. His passion for cultivating strategic relationships, combined with a focus on innovation and efficiency, positions Todd at the forefront of the entrepreneurial landscape, ready to tackle the challenges and opportunities of tomorrow.

Tyler Young
Tyler Young
Owner, VersiTech

With 16 years of experience in the payment processing industry, Tyler brings a wealth of expertise and insight to help businesses navigate the ever-changing payments landscape. In 2009, Tyler founded PPSW, which quickly grew into a successful merchant processing ISO. In 2017, Tyler acquired the POS company VersiTouch and transformed it into VersiTech, a restaurant technology company focused on delivering cutting-edge point-of-sale technology through a local partner network. At VersiTech, Tyler and the team believe that every business deserves personalized support, which is why they work closely with local partners to offer a unique customer experience. The focus is on making technology work seamlessly for businesses with as little hassle as possible. VersiTech is known for its adaptability and going the extra mile for customers, taking pride in serving as a calming presence and a source of relief for partners. As a visionary leader, Tyler is passionate about helping businesses grow through technology. His goal is to make VersiTech a major competitor in the POS industry, offering innovative solutions and smooth processes for customers. Tyler leads by example, valuing his employees as family and striving to help them thrive both personally and professionally.

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