Deepening B2B customer relationships with “the funnel beyond the funnel”
FEBRUARY 23, 2018
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 80-85% of their effort goes to customer acquisition. You’ve been developing a fresh idea for B2B marketers that you call “the funnel beyond the. funnel.” Right now, many customer marketing organizations are adrift inside firms.