Archive for November, 2021

Challenging the Notion of TOFU, MOFU, BOFU – What Does Today’s Buyer’s Journey Really Look Like?

Tuesday, November 16th, 2021

17543135 - hand drawing website marketing concept with white chalk on blackboard.

First there was AIDA, then the notion of a sales “funnel” emerged and the concept of a buyer’s journey that began at the top of the funnel (TOFU), moved to the middle of the funnel (MOFU) and ultimately ended with a sale at the bottom of the funnel (BOFU). But is this concept too simplistic—and too linear—to truly represent today’s buyer’s journey? Was this model ever relevant in a business-to-business environment? Are content marketers wasting their time attempting to create copy that focuses, discreetly, on TOFU, MOFU, BOFU?

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The Importance of Aligning Marketing and Sales

Thursday, November 11th, 2021

There is often tension between marketing and sales in many organizations. But why? Shouldn’t these two functions be closely aligned to most effectively achieve the revenue and ROI goals of the organization? What causes this tension, why is alignment important, and what steps can you take to bring these two important organizational functions closer together? (more…)

Mining Your Junk Mail Folder for “Hidden Gems”

Tuesday, November 9th, 2021

Open Black Mailbox Filled with Mail Isolated on White Background.

I was having lunch with a friend recently when the topic of email – and difficulty in getting that email to its intended destination—came up. She was surprised to learn that some of the items that might be going to her “junk mail” or “spam” folder might actually be (more…)