So what’s better? Marcoms basics – at some point you need to find and connect with your target prospects. Personally I’d rather do it sooner rather than later. It might seem easy to spread the net wide, entrap anything with a pulse that clicks on your link, downloads your white paper, registers for your webinar (whether or not they have any intention of actually watching, reading, listening is another matter). Then call them, filter them and nurture the worthy ones.
Or do the hard work up front – research your prospects, slice them up (metaphorically, of course) and bring them in one by one. You won’t be able to say that you just got 500 registrations, but you should find that there’s a better conversion rate. You’ll most likely have teased them in with a more pertinent message, so should be more connected – have that joint level of understanding – that means something may come of it.

I’ll be doing the work up front (again) on the next project – are you with me?