Hugh Macfarlane, Founder & CEO of, writes…

Both demand generation and closing a sale are often a strong focus in B2B marketing strategies. But there is much to be said for what happens in between. This is where leakage can occur, and if your B2B marketing strategy doesn’t include a plug for leakage in the middle of the funnel, then those leads that you nurtured at the top will have been a waste of time. Does your company have a plan for the middle of the Funnel?

Carlos Hidalgo, CEO Annuitas Group, has helped clients identify over $500 million of potential revenue, and aiming for consistency throughout the Sales Funnel is pat and parcel of doing so. At DemandCon next week, Carlos will talk about how managing the in-betweeners delivers a better ROI, and ways to do this effectively. And what better way  is there to demonstrate how this can be achieved than by creating a complete Funnel Plan?

In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey and to task each tactic with a clear and measurable role.