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FOUNDER’S GUIDE TO B2B SALES SECTION 06 MARKETING 39 The world’s shortest marketing primer 39 The marketing funnel 40 Marketing funnel metrics 41 Lead nurturing and recycled MQLs 41 Marketing - funnel or popcorn machine? 42 Marketing channel performance 42 Attribution - the Achilles’ heel of measurement 43 Four pipeline sources 43 Pipeline progression 44 Product-led growth: trials as the fifth pipeline source 44 To learn more about marketing SPRING 2023 .38

BALDERTON The Founders Guide to B2B Sales - Page 38 BALDERTON The Founders Guide to B2B Sales Page 37 Page 39

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