The document discusses full funnel marketing, which involves delivering relevant messages to audiences and prospects throughout the entire buyer's journey. It notes that up to 90% of the buyer's journey is completed before reaching out to a salesperson. The document also provides examples of tactics for the upper and lower funnel, as well as metrics to measure success in both areas. It highlights the story of how Cetera Financial Group improved metrics like revenue, page visits, and new business by implementing a full funnel marketing strategy on LinkedIn.