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I told my friend that we discovered this “upside down funnel” approach in the early days, and never really grew out of it (because it’s worked). When you see our strange billboards that don’t even say our name, or when you see our random “high five” shirts, vinyl toys, or hear ridiculous radio ads, just know that they defy logic because they’re for our existing customers. We’re not going for new leads, let alone conversions or whatever they teach you in Marketing 101. We’re going for customer service. Which, by the way, leads to leads. Ben Chestnut, Co-Founder Mailchimp

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