Funnel Activation
We help you understand how real decisions get made by talking to actual buyers and mapping their journey to deliver a practical strategy to optimise your funnel and support better conversions.
We help you understand how real decisions get made by talking to actual buyers and mapping their journey to deliver a practical strategy to optimise your funnel and support better conversions.
We help you understand how real decisions get made by talking to actual buyers and mapping their journey to deliver a practical strategy to optimise your funnel and support better conversions.
We help you understand how real decisions get made by talking to actual buyers and mapping their journey to deliver a practical strategy to optimise your funnel and support better conversions.
We help you understand how real decisions get made by talking to actual buyers and mapping their journey to deliver a practical strategy to optimise your funnel and support better conversions.
Start with what really moves people forward
Start with what really moves people forward
Start with what really moves people forward
Start with what really moves people forward
Most funnel issues aren’t fixed with new copy or a
better demo. They’re fixed by understanding what
actually happened inside a real deal. What got someone
searching, what nearly stopped the sale, and what
helped them push it through.
Most funnel issues aren’t fixed with new copy or a
better demo. They’re fixed by understanding what
actually happened inside a real deal. What got someone
searching, what nearly stopped the sale, and what
helped them push it through.
Most funnel issues aren’t fixed with new copy or a
better demo. They’re fixed by understanding what
actually happened inside a real deal. What got someone
searching, what nearly stopped the sale, and what
helped them push it through.
This funnel activation guide gives you a clear plan of
what to change, from messaging to materials, based on
how your best-fit buyers actually buy.
This funnel activation guide gives you a clear plan of
what to change, from messaging to materials, based on
how your best-fit buyers actually buy.
This funnel activation guide gives you a clear plan of
what to change, from messaging to materials, based on
how your best-fit buyers actually buy.
Strategic Activation Roadmap
Strategic Activation Roadmap
Strategic Activation Roadmap
Strategic Activation Roadmap
Website & UX Recommendations
Website & UX Recommendations
Website & UX Recommendations
Website & UX Recommendations
Website & UX Recommendations
Messaging & Positioning
Messaging & Positioning
Messaging & Positioning
Messaging & Positioning
Messaging & Positioning
Sales Enablement
Sales Enablement
Sales Enablement
Sales Enablement
Sales Enablement
Buy-in Tools for Internal Champions
Buy-in Tools for Internal Champions
Buy-in Tools for Internal Champions
Buy-in Tools for Internal Champions
Buy-in Tools for Internal Champions
Interviews, patterns, action
Interviews, patterns, action
Our approach to Funnel Activation
Our approach to Funnel Activation
We interview recent buyers (both won and lost) and break down six key stages of their journey: what triggered their search, how they explored their options, what risks they saw, what tipped their decision, and how they sold it internally.
We interview recent buyers (both won and lost) and break down six key stages of their journey: what triggered their search, how they explored their options, what risks they saw, what tipped their decision, and how they sold it internally.
Then we map the patterns, identify what’s helping and hurting, and show exactly what to change to move more people forward.
Then we map the patterns, identify what’s helping and hurting, and show exactly what to change to move more people forward.
Strategic Activation Pillars
Strategic Activation Pillars
Strategic Activation Pillars
Strategic Activation Pillars
Website & UX
Website & UX
Clarify key flows based on real objections
Clarify key flows based on real objections
Clarify key flows based on real objections
Clarify key flows based on real objections
Clarify key flows based on real objections
Optimise the usability of your website
Optimise the usability of your website
Optimise the usability of your website
Optimise the usability of your website
Optimise the usability of your website
Reduce barriers to conversion
Reduce barriers to conversion
Reduce barriers to conversion
Reduce barriers to conversion
Reduce barriers to conversion
Messaging & Positioning
Messaging & Positioning
Guide or create effective copywriting
Guide or create effective copywriting
Guide or create effective copywriting
Guide or create effective copywriting
Guide or create effective copywriting
Restructure messaging hierarchy by persona
Restructure messaging hierarchy by persona
Restructure messaging hierarchy by persona
Restructure messaging hierarchy by persona
Restructure messaging hierarchy by persona
Add proof where buyers seek reassurance
Add proof where buyers seek reassurance
Add proof where buyers seek reassurance
Add proof where buyers seek reassurance
Add proof where buyers seek reassurance
Sales Enablement
Sales Enablement
Add persona-specific objection handling
Add persona-specific objection handling
Add persona-specific objection handling
Add persona-specific objection handling
Add persona-specific objection handling
Support internal champion buy-in tools
Support internal champion buy-in tools
Support internal champion buy-in tools
Support internal champion buy-in tools
Support internal champion buy-in tools
Tailor demo flow for different buyer paths
Tailor demo flow for different buyer paths
Tailor demo flow for different buyer paths
Tailor demo flow for different buyer paths
Tailor demo flow for different buyer paths
Buy-in Tools
Buy-in Tools
Cheat sheets for internal use
Cheat sheets for internal use
Cheat sheets for internal use
Cheat sheets for internal use
Cheat sheets for internal use
Email copy for multi-stakeholder alignment
Email copy for multi-stakeholder alignment
Email copy for multi-stakeholder alignment
Email copy for multi-stakeholder alignment
Email copy for multi-stakeholder alignment
Lightweight one-pagers for IT/CFO/execs
Lightweight one-pagers for IT/CFO/execs
Lightweight one-pagers for IT/CFO/execs
Lightweight one-pagers for IT/CFO/execs
Lightweight one-pagers for IT/CFO/execs
What you get
What you get
What you get
What you get
We identify the real friction points, and show you how to fix them:
We identify the real friction points, and show you how to fix them:
Real buyer types built on behaviour, not job titles
Real buyer types built on behaviour, not job titles
Real buyer types built on behaviour, not job titles
Real buyer types built on behaviour, not job titles
Real buyer types built on behaviour, not job titles
Segmented profiles with clear goals, concerns, triggers, and objections
Segmented profiles with clear goals, concerns, triggers, and objections
Segmented profiles with clear goals, concerns, triggers, and objections
Segmented profiles with clear goals, concerns, triggers, and objections
Segmented profiles with clear goals, concerns, triggers, and objections
Comparison tables showing where messaging hits or misses by persona
Comparison tables showing where messaging hits or misses by persona
Comparison tables showing where messaging hits or misses by persona
Comparison tables showing where messaging hits or misses by persona
Comparison tables showing where messaging hits or misses by persona
A funnel-wide diagnosis of what’s working, what’s missing, what’s unclear
A funnel-wide diagnosis of what’s working, what’s missing, what’s unclear
A funnel-wide diagnosis of what’s working, what’s missing, what’s unclear
A funnel-wide diagnosis of what’s working, what’s missing, what’s unclear
A funnel-wide diagnosis of what’s working, what’s missing, what’s unclear
Strategic activation roadmap covering:
Website and UX recommendations
Website and UX recommendations
Website and UX recommendations
Website and UX recommendations
Website and UX recommendations
Messaging and positioning
Messaging and positioning
Messaging and positioning
Messaging and positioning
Messaging and positioning
Sales enablement support
Sales enablement support
Sales enablement support
Sales enablement support
Sales enablement support
Buy-in tools for internal champions
Buy-in tools for internal champions
Buy-in tools for internal champions
Buy-in tools for internal champions
Buy-in tools for internal champions
A prioritised quick wins sheet
A prioritised quick wins sheet
A prioritised quick wins sheet
A prioritised quick wins sheet
A prioritised quick wins sheet
Cheat sheets for each buyer type with key positioning hooks
Cheat sheets for each buyer type with key positioning hooks
Cheat sheets for each buyer type with key positioning hooks
Cheat sheets for each buyer type with key positioning hooks
Cheat sheets for each buyer type with key positioning hooks
Optional: Campaign creative direction, messaging rewrites, rollout workshops.
Optional: Campaign creative direction, messaging rewrites, rollout workshops.
Optional: Campaign creative direction, messaging rewrites, rollout workshops.
Example Conversion Funnel Analysis (HR Ops Optimiser):
Example Conversion Funnel Analysis (HR Ops Optimiser):
Example Conversion Funnel Analysis (HR Ops Optimiser):
Example Conversion Funnel Analysis (HR Ops Optimiser):
This buyer is eager to fix admin pain, but hits snags when the tech
didn’t speak their language. The workflow-to-integration gap must be
bridged to successfully convert them.
This buyer is eager to fix admin pain, but hits snags when the tech
didn’t speak their language. The workflow-to-integration gap must be
bridged to successfully convert them.
This buyer is eager to fix admin pain, but hits snags when the tech
didn’t speak their language. The workflow-to-integration gap must be
bridged to successfully convert them.
Awareness
Awareness
Actively searching for workflow relief.
Landed via onboarding-related content and HR Ops forums
Landed via onboarding-related content and HR Ops forums
Landed via onboarding-related content and HR Ops forums
Landed via onboarding-related content and HR Ops forums
Landed via onboarding-related content and HR Ops forums
Responded well to “automation” and “manual reduction” hooks
Responded well to “automation” and “manual reduction” hooks
Responded well to “automation” and “manual reduction” hooks
Responded well to “automation” and “manual reduction” hooks
Responded well to “automation” and “manual reduction” hooks
Overlooked in brand ads: messaging too focused on employee experience
Overlooked in brand ads: messaging too focused on employee experience
Overlooked in brand ads: messaging too focused on employee experience
Overlooked in brand ads: messaging too focused on employee experience
Overlooked in brand ads: messaging too focused on employee experience
Consideration
Hands-on evaluator with sharp criteria.
Compared 3 platforms side by side
Compared 3 platforms side by side
Compared 3 platforms side by side
Compared 3 platforms side by side
Compared 3 platforms side by side
Asked deep questions about system integrations (ATS, IDP, payroll)
Asked deep questions about system integrations (ATS, IDP, payroll)
Asked deep questions about system integrations (ATS, IDP, payroll)
Asked deep questions about system integrations (ATS, IDP, payroll)
Asked deep questions about system integrations (ATS, IDP, payroll)
Wanted to see how real workflows were automated, not generic overviews
Wanted to see how real workflows were automated, not generic overviews
Wanted to see how real workflows were automated, not generic overviews
Wanted to see how real workflows were automated, not generic overviews
Wanted to see how real workflows were automated, not generic overviews
Decision
Ready to pitch, but lacked technical validation.
Struggled to get IT time for integration vetting
Struggled to get IT time for integration vetting
Struggled to get IT time for integration vetting
Struggled to get IT time for integration vetting
Struggled to get IT time for integration vetting
Internal pitch leaned on time-saved metrics, but lacked visual materials
Internal pitch leaned on time-saved metrics, but lacked visual materials
Internal pitch leaned on time-saved metrics, but lacked visual materials
Internal pitch leaned on time-saved metrics, but lacked visual materials
Internal pitch leaned on time-saved metrics, but lacked visual materials
CFO needed clearer evidence of support ticket reduction
CFO needed clearer evidence of support ticket reduction
CFO needed clearer evidence of support ticket reduction
CFO needed clearer evidence of support ticket reduction
CFO needed clearer evidence of support ticket reduction
Interviews, patterns, action
Interviews, patterns, action
Find out what’s really going on
Find out what’s really going on
Find out what’s really going on
Find out what’s really going on
This isn’t a guess at who your buyers might be... It’s a detailed picture of what’s actually slowing down or accelerating deals, from initial interest to internal buy-in.
This isn’t a guess at who your buyers might be... It’s a detailed picture of what’s actually slowing down or accelerating deals, from initial interest to internal buy-in.
This isn’t a guess at who your buyers might be... It’s a detailed picture of what’s actually slowing down or accelerating deals, from initial interest to internal buy-in.
You’ll walk away with something genuinely useful: a clear view of what’s helping, what’s hurting, and how to adjust your funnel to convert more often.
You’ll walk away with something genuinely useful: a clear view of what’s helping, what’s hurting, and how to adjust your funnel to convert more often.
You’ll walk away with something genuinely useful: a clear view of what’s helping, what’s hurting, and how to adjust your funnel to convert more often.
Who it’s for
Who it’s for
Who it’s for
Who it’s for
This is perfect if you’re:
This is perfect if you’re:
Seeing drop-off or delays at key funnel stages
Seeing drop-off or delays at key funnel stages
Seeing drop-off or delays at key funnel stages
Seeing drop-off or delays at key funnel stages
Seeing drop-off or delays at key funnel stages
Repositioning your product or refining your message
Repositioning your product or refining your message
Repositioning your product or refining your message
Repositioning your product or refining your message
Repositioning your product or refining your message
Building new sales materials or demo flow
Building new sales materials or demo flow
Building new sales materials or demo flow
Building new sales materials or demo flow
Building new sales materials or demo flow
Prepping for a website redesign or onboarding revamp
Prepping for a website redesign or onboarding revamp
Prepping for a website redesign or onboarding revamp
Prepping for a website redesign or onboarding revamp
Prepping for a website redesign or onboarding revamp
Aligning sales, product, and marketing on one buyer story
Aligning sales, product, and marketing on one buyer story
Aligning sales, product, and marketing on one buyer story
Aligning sales, product, and marketing on one buyer story
Aligning sales, product, and marketing on one buyer story
See what you’d actually get
See what you’d actually get
See what you’d actually get
Request a sample pack
Request a sample pack
Expertise
Expertise
Expertise
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
Book a free consultation
Book a free consultation
We’ll walk through what you’re working on and where we might add value.
We’ll walk through what you’re working on and where we might add value.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.