How well do you understand your prospect’s behavior and expectations?

Do you know and understand the difference in behavior between your top and bottom funnel prospects? Can you accurately describe how to align your marketing for those different stages of desire and when to shift from your marketing phase into your sales phase?

I ask because a lot of marketing managers can’t. They’re not fully aware of each stage within their funnel and how it affects behavior and expectations.

Too many marketing managers take an overly simplistic view of funnel progression and prospect expectations. They attract prospects with top funnel campaigns and shift immediately into pushing for the sale. This rarely works.  (more…)

Is traditional advertising dead?

That’s the question I’ve been asking myself recently.

For years, marketers have been relying on the exposure approach. It was all about getting your message and product out there and in front of as many pairs of eyes as possible.

But, as with any business practice, things change.

There’s been a slow but deliberate shift away from traditional advertising. Results consistently show that this quantity over quality approach isn’t all that effective.  (more…)