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Interview with Joseph Jaffe on "Flip the Funnel, How To Use Existing Customers To Create New Ones"

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Blake Landau

Blake Landau

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To meet today's pressure to attract new customers, many companies pull out all the stops in order to woo strangers to sample their wares. But it's usually at the expense of theri existing customers--the lifeblood of the business and the primary contrbituors to profit--who are far too important to ignore. The time has compe to flip yesterday's outdated marketing funnel. To grow your business and shrink your spending, the trick is to shift your focus away frome nding with the acquisition of new customers to starting with your current customers. What once was the end is now the means. Retention has become the new acquisition.

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