This way of doing marketing does not work for everybody. In fact, it probably would not work for your company.
But it works for Balsamiq.
I guess the point of this story is the following.
Before jumping into a funnel carousel, before starting to talk about MQLs, SQLs, and SAOs, before paying an agency to figure out your business model and your brand, before running around optimizing the optimizable and hacking the hackable. Take a deep breath.
Find a way that works for your customers and for your business. A way that reflects your values, your purpose, the change you want to see in the world. A way that you are proud to promote, that your leadership is proud to promote, that your employees are proud to promote. A way that lets you build a sustainable business where you and your team are the ones defining success.
There is no other way. It’s your winning way.