Why “Funnel” and “Lead” Aren’t Right for B2B

Post by Richard Roberts previously published on ClickZ. It’s time to Retire the ‘Funnel’ – B2B Customer Relationships Call for New Marketing Approach Introducing a new approach to B2B Digital Marketing: The Company Buying Journey, or CBJ for short. Rather than a funnel the CBJ takes on a Celtic knot shape, incorporating four key phases [...]