Once you build your relationship development assembly line in The Build Stage, you drive people into your sales funnel with different promotional investments.
Think about your promotional program as you would your investment portfolio. Each promotional channel is equivalent to an asset class, serving a different purpose within your portfolio. Each asset class has a different time horizon and risk/reward profile. In the grow stage, you actively manage and rebalance your marketing investments to continuously improve performance.
Typical asset classes include networking, social media, content marketing, search marketing and online advertising, promotions and public relations. It’s everything people generally think about when they hear the word marketing.