Before they even meet you, they're already falling in love with the idea of you.

It doesn't start with post-lead nurture. It begins with pre-lead seeding and audience building.

An eager audience is a group highly likely to respond to your marketing offers. They are trained and ready to listen intently to you, educated about your product type and predisposed to like your company. As such, eager audiences produce the highest quality leads, often already down in the intent or evaluation phase of the classic funnel and entering the room with a higher lead score, even ready for a demo or sales call.

The classic funnel model starts with the lead then attempts to nurture it into a buyer over time. The eager audience model, however, ends with the lead. It nurtures people into becoming a likely buyer before they even become a lead - all without them even knowing it.

Your job is so much simpler if people are hungry for what you’re selling.

There are two types of people: buyers and never-buyers. Imagine if you could pick up the United States of America, turn it on its side and pour all the people through a giant sifter where only your eventual buyers make it through and the never-buyers are filtered out. Then you could focus 100% of your efforts only on eventual buyers.

But wait – isn’t that what a classic marketing funnel does? You pour leads into the top, and over time, they are squeezed down into the funnel? Through marketing automation, nurture, email drips, social media promotion, lead scoring, outreach and perpetual study of key metrics and behaviors - buyers pop right out the bottom?

Uh, not quite. The funnel top doesn't discriminate.

The vast majority who enter a funnel are actually never-buyers, even if they looked good on paper. This is firmly evidenced by the fact that thousands of “quality” leads are gained over time – but only handfuls ultimately become buyers.

But what if you actually could fill your funnel only with eventual buyers? Would you even need the funnel? To be sure, the cost, effort and time required to convert them into a customer would be dramatically reduced. And you wouldn't have to rely on email marketing, plagued today with so many problems.

This is the result of creating eager audiences.