I think what a lot of marketers are missing right now is really being able to move down further through the funnel with the idea of the buyer journey not in a linear way not in a a funnally type of way but in this very convoluted type of um interactions that prospects and people in general have with our brands and so the mistake I've seen from a lot of marketing folks um is that they're very focused on the top of the funnel right and that's what we're t I mean I come from a marketing perspective from a marketing background i have been focused on let me get this content out there let me do this paid campaigns and even paid campaigns are usually meant to be a little bit more forward um or down the funnel but they're really not what we need to think about is how do we create this layer of awareness that we are also proactively controlling and managing to bring down further down the funnel and so this is where all bombs comes in we are able to create a lot of different normal campaigns that any marketer in out there is doing right now so like SEO and content and paying but we're able to then bring them down towards the bottom of the funnel through really good ICP identification and being able to know who our buyer persona is multi-threading some of these interactions and outreach really really early on and then being able to do this multi-channel approach launch a multi- channelannel approach where these people who are interacting with your brand start seeing you in a lot of different places they start seeing you on LinkedIn they start seeing you in the mailboxes they start interacting with your brand in levels that are further down the funnel than you would with normal marketing strategies and then all of those different campaigns are tied to a specific buyer journey which again is not linear and that's why we need so many touch points and that's what we need to control and push towards further down the funnel and we need to be able to create those campaigns for top of funnel interactions middlefunnel interactions bottom of funnel interactions and this is how we're creating the attribution of all of those different campaigns in one to show what the revenue is for each one of them not just to show what the revenue is for each one of them but ultimately to be able to understand where each person makes a decision along the journey because what we're trying to do here is be able to get through the right person right the person who interacted with us possibly their boss possibly somebody else who might be a decision maker etc with the right message being focused on hey you're looking at our content really high level brand awareness let me send you some really soft touch points you might be interested in this and at the right time when they're looking at your content when they're looking for your service when they are explicitly in the mindset of what you have to offer.