MARTECH ADVISOR: It’s Time to Rethink the Funnel
#funnel #pbm #abm #b2b
Originally published on MarTech Advisor, Jun 19, 2018
The problem with inbound marketing isn’t anything strategic or tactical – the problem is the funnel. That downward spiral of “Attract, Convert, Close, Delight” assumes a large percentage of loss at every stage. How do you know that the 100% who engaged at the “Attract” stage isn’t actually interested? Would it be so expensive and difficult to keep them engaged somehow? That buyer who appeared “unqualified” wasn’t ready to take the next steps after watching your first video. But, they could be in-market six months down the road, and you’ve already effectively cut them loose.
What if you knew that the prospects engaging at the top of the funnel were all worth nurturing along? It’s time to turn inbound on its head and rethink the marketing funnel entirely. If marketers had the tools and data to be sure that every person who engaged with top-of-the-funnel content was a potential buyer worth building a relationship with, they’d be less willing to let them fall out of the funnel. They’d find ways to continue to build that relationship.