Upper-Funnel Marketing (UFM) is our approach to optimising your demand generation and lead incubation process – turning strangers into friends into customers.

It is of interest to marketers who need to:

• systematically build their intelligence on customers and prospects
• nurture leads with relevant continuous communication
• build a thought-leadership and 'expert advisor' position for your brand
• track lead stages in the upper-funnel so as to make relevant offers
• automate a rules-based profiling/qualification process to identify hot leads early

How much do you really know about your customers and prospects? Are you aware of their interest areas and preferences - business and personal? Are you communicating based on these preferences - and making the right offer at the right time? Have you profiled their roles and responsibilities - and their business problems and needs?

For that matter, are you systematically communicating with them at all? And do you know when, and how often, they respond back to you - online and offline?

If you did, you could provide leads to your sales team that are better profiled and validated, and grow your Return-on-Marketing-Investment (ROMI).

UFM addresses these issues, and more. It is not a CRM or software product. It is our structured methodology and service that helps you gain the right to interactively communicate with prospects, maintain regular contact, keep the prospect engaged with personalised messages and readily identify the ‘high interest’ targets.

We consider b2b demand generation and incubation to be a continuous journey – not a one-off event – and use a balanced mix of e-marketing and direct marketing components. We make use of email, websites, microsites and other recyclable online tools to cost-effectively communicate your messages and automate response management.