How fat is your funnel?
In B2B, often the answer is either ‘yes’, or ‘not yet’, so it’s vital to take a long term approach to nurturing these leads who are not ready yet. The idea of a fat funnel is a long-term funnel that captures interest from relevant people who aren’t yet in the market, and keeps in touch with them – potentially for years in some cases – through nurture content until they are ready to buy.