As a demand generation marketer for most of my career, I get excited about the ROI that bottom-of-funnel tactics provide.
Targeting the highest-of-purchase-intent keywords and audiences is bound to produce good results assuming your pre- and post-click experience is optimized.
But what happens when you’ve exhausted all demand and maximized your share of voice, hitting the point of diminishing returns?
I’ve encountered many companies that are content with the success of their tried-and-true marketing plays. Many don’t see a need to prospect beyond the bottom of the funnel.