Marketing experts talk endlessly about funnels and conversion rates, but few actually break down how the process works in practical terms. That’s exactly what Dr. Mladen Cvijanovic does every day at Berlitz North America. As Executive Vice President and General Manager, Dr. Mladen has spent years applying his background in psychology to business development challenges. His approach cuts through the typical marketing jargon to focus on what actually works.
Understanding the Customer Journey
Most companies make a critical mistake when trying to generate leads – they jump straight to asking for the sale. Dr. Mladen sees this differently. “A successful lead funnel isn’t just about collecting names and emails—it’s about guiding potential customers through a journey,” he says. This journey happens in stages, and each one needs different handling. “This journey typically has three stages: awareness, consideration, and decision. At each stage, your marketing should be tailored to meet their needs,” Dr. Mladen explains.
The approach makes intuitive sense – you wouldn’t propose marriage on a first date, so why ask for a major purchase from someone who just discovered your company? Instead, Dr. Mladen suggests using “awareness content—such as blog posts, videos, and social media” to start the relationship. Only later do you bring in “case studies, webinars, and comparison guides” before finally offering “demos, testimonials, and offers” when the prospect is ready to decide.
The Power of Lead Magnets & Value-Based Engagement
Nobody likes feeling like they’re being sold to. Dr. Mladen’s psychology background has taught him that the best relationships start with giving, not asking. “To capture leads, you need to offer something valuable in return—this is where lead magnets come in,” he points out. The right lead magnet doesn’t just collect contact information – it solves an actual problem. “Whether it’s a free e-book, a checklist, a webinar, or a consultation, your lead magnet should solve a real problem for your audience,” says Dr. Mladen. But there’s still work to do after you’ve made that first connection. “Capturing the lead is just the beginning. Nurturing those leads through personalized emails, retargeting, and value-driven content keeps them engaged and moves them closer to making a decision.”
Automation and Optimization for Long-Term Success
You can’t personally follow up with every lead once your company grows beyond a certain size. This is where Dr. Mladen’s experience with scaling businesses comes into play. “The best lead funnels don’t just run—they evolve,” he says, pointing to the role technology plays in managing growing customer relationships. The right tech stack doesn’t replace the human touch – it enhances it. “Automation tools allow you to streamline the process with email sequences, chatbots, and CRM integrations, ensuring that no lead falls through the cracks,” Dr. Mladen explains. But he’s quick to add that “optimization is just as important. Analyzing conversion rates, testing different messages, and refining your approach based on data will help you continuously improve your funnel’s performance over time.”
Quick hits might drive short-term revenue, but Dr. Mladen’s approach focuses on sustainable growth. His time working with global sales teams has shown him that lasting success comes from customer relationships, not just transactions. “A high-converting lead funnel isn’t built overnight—it’s a system that requires strategy, engagement, and ongoing refinement,” he says. Despite all the technology and tactics, Dr. Mladen comes back to two fundamental principles: “Consistency and value are the keys to long-term success.” It’s hardly revolutionary advice, but that’s precisely the point – the fundamentals work, especially when applied systematically over time.
Connect with Dr. Mladen Cvijanovic on LinkedIn to learn more about building high-converting lead funnels.
