FunnelKake

Based in the Lehigh Valley of Pennsylvania, FunnelKake practices data-driven performance marketing. It works with B2C and B2B businesses to build and optimize inbound sales funnels, linking a client's sales activity with its digital marketing so the two operate as one system. The firm says it puts skin in the game, which in practice means it does not bill by the hour and instead shares risk and reward with its clients.

The model is a departure from the usual agency arrangement. Clients pay for results rather than for hours of work, and the agency's success depends on its clients' sales growth. The firm describes the relationship as a partnership in which it fuels sales growth through the marketing channels that a client is already using or should be using.

Search engine optimization for organic traffic

Search engine optimization is the first channel in the firm's list of services. Its purpose is to bring a steady flow of organic traffic to a client's website, so that visitors arrive through search rather than through paid placements alone. SEO is combined with the other channels so the traffic it brings is aligned with the sales funnel.

Paid advertising across search and display

Pay-per-click campaigns run on Google Ads, Bing and other pay-per-click platforms. The firm manages these campaigns so that the spending is tied to the leads and sales the funnel is designed to produce, and it adjusts the campaigns as the results come in.

Social media and brand building

Social campaigns run on Instagram, Facebook, Pinterest, Twitter and other social platforms. The purpose is to build a client's brand, connect with its customers and encourage more sales through social activity that is linked to the wider funnel.

Ecommerce stores and product pages

For online stores, the firm improves product titles and descriptions so that products are easier to find, and it works on the speed and user experience of the site. One case involved a regional lumber company that launched online sales of tools and building supplies for professional contractors and consumers. The firm says sales rose from almost nothing to hundreds of thousands of dollars over three years.

Turning around a B2B business

Another case concerns a B2B company whose revenues were falling while the cost of its digital marketing rose sharply. The firm describes how it worked through the sales funnel to correct the gaps in performance and restore results.