Marketing Conversion Funnel for B2B Customer Relationships

The Funnel Beyond the Funnel: Deepening B2B Customer Relationships

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80 to 85 percent of their effort goes to customer acquisition. This is a mistake. […]

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