We're all familiar with The Funnel ...
We know there's a top of the funnel, a middle, a bottom ... and everything in between.
The top is where we just try to make prospects aware that we exist ...
And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ...
and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line.
But for my guests today, this tidy little picture is maybe a little bit too tidy.
Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.
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B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing