Hugh Macfarlane, Author of “The Leaky Funnel”
Hugh Macfarlane has overseen development of over 350 B2B demand generation plans in 20 countries, and trained thousands of B2B marketers from the world’s finest companies. And his biggest lesson from this experience? You need to fail early, often, and with intent. Since Hugh coined the term “buyers’ journey” in 2004 to describe how B2B marketers should focus on ‘cognitive progression’ – moving a buyer from one thought to the next – he’s seen a shift. Enlightened companies are even doing this together – Sales and Marketing planning and executing this series of progressions together.
To bring DemandCon 2012 to an actionable close, Hugh will build a progression plan using all of the tactics presented during the conference, and a few that weren’t. With the help from the day’s presenters, and smart marketers from the audience, he will then identify all the points of failure and build recycling tactics to manage the leaked buyers back into the funnel: Better primed, better positioned, more ready to progress next time.