MOF_eBOOK_RD01

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Chapter 01 The Art of the Story by Jason Miller | Author | Sr. Content Manager | LinkedIn Let’s start by talking about the top of the funnel. The stage where fundamental awareness is created has traditionally been both the most exciting and least successful stage for marketers. It’s where we fight to rise above the noise of the digital crowd; it’s where we spend considerable budget trying to look special, cool and smart to buyers. Again and again we inspire, educate and entertain audiences in the hopes they will like our brand. 6 CHAPTER 01 The Art of the Story TOP OF FUNNEL monstersoffunnel.com
The classic portal for funnel entry has always been advertising. But even that no longer really stands. The meteoric force igniting the top of the B2B funnel these days is content marketing. That’s why every brand worth its salt has jumped into the content game by producing videos, blog posts, white papers and case studies, then peppering them across every channel. It’s not hard to see why, either; content positions brands as thought leaders while selling product, thereby cultivating loyalty and assisting buyers. Despite these manifold rewards, the rise of content marketing has presented an enormous challenge for marketers. Some focus on quantity, churning out a stream of fluff pieces; some write for SEO purposes, or even just to try to sound clever and look cool. 7 CHAPTER 01 The Art of the Story TOP OF FUNNEL monstersoffunnel.com
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5: opening act The Funnel Today and To
Page 9 and 10: content reality check. is what you
Page 11 and 12: designing the content ecosystem In
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23 and 24: Marketing qualified leads can be on
Page 25 and 26: This is, after all, the stage where
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31 and 32: From relationship to revenue As sop
Page 33 and 34: Unfortunately, the one-dimensional
Page 35 and 36: So let’s talk about how we explai
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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