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