In B2B marketing, the mid-funnel is arguably the most important space for businesses. The sales cycles in B2B are more complex than B2C, which are more focused on customer-relationship management.

Tracking and activating on what's happening in the mid-funnel. To understand what's happening in mid-funnel, you need tools to provide this ICP fit and intent intelligence. Account-based marketing ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Williams, chairman and CEO at Merkle ...

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The worst-case scenario is mid-funnel ads bought because the marketing team isn’t brave enough to target familiarity amongst out-of-market customers, but they know spending every penny on performance ...

2. Learn how lifecycle marketing works and how it connects to the buyer's journey. Sales funnels don't accurately model the modern buyer's journey. Lifecycle marketing does. Here are the differences.

• Top-Of-Funnel: Use SMS for event reminders, dropping new high-value content, gated content follow-ups and ABM alerts tied to buyer intent signals. • Mid-Funnel: Sales and marketing teams can ...