There are so many interesting conversations going on right now about marketing, and if you are listening in as I have been lately, the messages are important, accurate and very consistent.

“Attract your target audience into the sales funnel.”

“Transition visitors to your site from anonymous explorers to marketing qualified leads by providing content that answers a question or a need.”

“Nurture by providing valuable and engaging information (that by its nature builds trust and confidence). “

“Move them deeper into the funnel by demonstrating how what you have to offer meets their needs and convert them to sales qualified leads and then customers.”

Like water following a riverbed down to sea level. Wow. It almost seems to good to be true.

For the most part it is true.  Although to put it in more traditional terms, a lead who takes the next step, whether it’s downloading a white paper or an e-book, registering for a webinar, or signing up for a newsletter is giving a “buying signal.” And woe to the sales and marketing organization of today (or any day) that doesn’t have its ear to the ground on that one.