29 Dec '16, 4pm
Top-of-funnel Marketing: Pumping Prospects into the Pipeline
At its most basic level, marketing is about selling something, whether that be a product, service, organization, idea, position or something else. In terms of goods and services, if you don’t hear the cha-ching, something’s gone wrong. When profitable outcomes have gone awry, it’s important to look up and down the sales funnel to identify where the challenge stems from. Often the problem occurs at the top, particularly for established businesses that have marketing set on autopilot. When marketers neglect the top of the funnel, the bottom of the funnel — conversions, in other words — will suffer. In the case of B2B companies, the lifecycle of a customer can be extremely lengthy; an empty funnel will require an extended period of time to replenish with prospects and nurture those prospects into customers.