Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Both demand generation and closing a sale are often a strong focus in B2B marketing strategies. But there is much to be said for what happens in between. This is where leakage can occur, and if your B2B marketing strategy doesn’t include a plug for leakage in the middle of the funnel, then those leads that you nurtured at the top will have been a waste of time. Does your company have a plan for the middle of the Funnel?

It's frustrating for a B2B marketer who wants to become great. So much of the available marketing training and most of the marketing books are written about consumer marketing. It's no wonder that business marketers leave money on the table with much of their marketing.