The traditional marketing funnel

<p><img alt="Traditional marketing funnel" src="/images/traditional_marketing_funnel.png" /></p> <blockquote> <p>Other than at trade shows, where people make direct inquiries, leads are typically gathered as a result of a call-to-action on the company's website or on a discrete landing page, in exchange for something. [<a class="litnote tooltip" href="/literature/@ghanadan2016">@ghanadan2016<span class="tooltiptext">Catalytic Experiences: Persuading Scientists and Clinicianswith Effective Digital Marketing</span></a>]</p> </blockquote> <p>What Ghanadan argues is that most companies spend money across the funnel. However, the ROI is not homogeneous. In order for companies to jump into the new aspects that <a class="wikilink" href="/social_media_for_scientific_marketing/">social media for scientific marketing</a> and <a class="wikilink" href="/the_role_of_search_engines_for_scientific_marketing/">the role of search engines for scientific marketing</a> open, it is important to evaluate carefully what is done with the money. </p> <p>In marketing there are many assumptions, for example to be able to upsell to a customer the company must have a very detailed database. If you already know you don't have it and probably never will, does it make sense to keep pushing an outdated, unrealistic, funnel model?</p>