It might seem like a very easy question at first sight, because we all want to connect with as many potential clients as possible at the upper funnel sale process, but also we don’t want to sacrifice performance in the lower-funnel. The only way we can settle this dilemma is by building very smart upper-funnel marketing campaigns that rely on your lower-funnel conversion strategy. To do this, you have to follow several steps: Step 1: Set your performance objectives First of all you have to decide what’s imperative for your business and how does…