Weekend Reading: “Full Funnel Marketing” by Matt Heinz

For the 118th episode of The Marketing Book Podcast , I interviewed Matt Heinz, author of Full Funnel Marketing.

There is no sale without marketing and no marketing without sales.

It’s no longer enough for B2B marketers to feed their sales team with qualified leads, supply them with content and bid them good luck the rest of the way.

Today’s “full funnel” marketers are actively working side-by-side with the sales team throughout every stage of the buying journey and sales process, embracing revenue responsibility and measuring their impact based on not just sales pipeline contribution but marketing influence on closed business and direct revenue growth.

This expanded role for modern B2B marketing organizations is transforming how the function is viewed, prioritized and funded – converting marketing from a cost center to a strategic profit center in companies big and small across all industries. This book is your guide to transforming your role, your team and your business with the Full Funnel Marketing approach.

Bonus: This episode’s show notes include Matt Heinz’s award-winning bacon recipe. Really.

A bit more about the book…

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.

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