It could be the issue weighting down your growth efforts
You know I’m referring to the sales funnel, right? A few years ago, most marketers didn’t make a strong distinction between top-of-the-funnel and bottom-of-the-funnel marketing and marketers. But as I’ve structured and restructured more and more mid-sized B2B marketing departments, I’ve found that attention to both TOFU and BOFU marketing is essential to achieving a measurable return on investment.
For mid-sized B2B companies to generate optimal growth results, the marketing function ideally should align with the sales funnel, from cold contact to red hot prospect. The reality? Marketing is typically skewed towards the top or bottom of the funnel based on the skills and preferences of in-house marketers. This imbalance almost surely results in unrealized opportunities. If you are underwhelmed by the ROI on your company’s B2B marketing program, it’s time to take a hard look at the “weight distribution” of your marketing efforts.