 Marketing has two goals: the retention of existing clients and the acquisition of new clients. From existing clients you achieve stability and it is from new clients you achieve growth. When you design your marketing properly, both your existing clients and new clients first notice or are reminded of your presence, investigate your offerings and finally enter into conversation with you about the services or products you offer. At this stage you have an actionable lead and enter into the sales cycle. The process of drawing the potential client closer and closer to you, finally resulting in an actionable lead, is sometimes referred to as the “Marketing Funnel.”
Indeed, all good marketing strategies are funnel-like in their conception, design and implementation:
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