Ten years ago, my first published content ultimately became my first important lesson on the value of writing with authority. A simple “best practices” article for a trade magazine led to a phone invitation from the plant manager of a farm equipment company. He asked if I could meet with him to discuss the article, and I agreed to make the 87-mile trek. Continue reading The Accidental Expert – Seven Keys to Authoritative Content
The flywheel sales and marketing model was introduced as an antithesis to the traditional sales and marketing funnel model. The two have major league differences. The main difference between the two includes how the customers are treated. The “old-school” funnel model places the customer as an afterthought of any marketing strategy and really only focuses on new customer acquisition. Continue reading The Flywheel Sales & Marketing Model
Marketing can be modeled in lead-nurturing stages, including awareness creation, interest, and consideration all the way to the purchase phase. Throughout the process, marketers must be in constant contact with their leads to keep them interested and engaged. When doing this, the ultimate goal is to take the leads to the bottom of the funnel (where the lead becomes a paying customer). In this model, marketers must remain committed to effective top of the funnel marketing strategies to keep the funnel flowing. Continue reading What Does Top of the Funnel Mean?