LinkedIn’s Nellie Chan outlines the step-by-step process to better content through the marketing funnel. At its core, marketing is about relationships.
The tools are much more sophisticated, but the philosophy remains: marketers still begin with lead nurturing, the process of building relationships with prospects who aren’t yet ready to buy their product or service. Pre-Internet, the sales team was responsible for pursuing leads in person (maybe over martinis.)
Today, buyers live on the web. Their journey has fundamentally changed. Previously, buyers self-identified when reaching out to you to learn more. Now, prospects self-educate, visiting company and review websites and consulting their peers on social media while remaining anonymous or without providing their email address. This system benefits buyers by easing the knowledge divide…
