Did you know it takes an average of eight touchpoints with a brand before a user converts? Yet the focus is often on just the first and last touchpoints: upper-funnel awareness raising and lower-funnel conversion campaigns. The remaining six touchpoints on the ladder of engagement — the “middle” of the funnel — are rarely planned strategically, and the role of long-term nurturing is often overlooked, if it’s done at all. This is a real issue, as it’s within this hidden middle that most of the legwork to prime people to convert takes place.
According to Netchange research, two-thirds of organizations either don’t have a ladder of engagement or don’t measure the progress of nurturing audiences through it.