It is a little challenging to read. I couldn't fully understand it. It's interesting though. Why so many steps? Did they have a lot of products to introduce?

Yes, three.

The extra steps are to create a lead generation funnel, but to recapture audience members who drop out of the funnel, and offer them alternative content / touch points.

For example, if someone reads an article, then does nothing, they will be shown a social media ad for another piece of content. If they receive an email and open it, but don't register right away, they will be sent another email with links to another product offering.

Basically, if anyone shows the slightest bit of interest, they stay in the funnel until they see something that makes them want to register for an event, where my client can close the deals at a high conversion rate.

That's super cool! So, the lead gen funnel wasn't a content marketing one? Was it ads? So, it was social media retargeting? Did you use search also? It sounds like you must have also been using an email service that has more segmentation and trigger features. I just bought a course on retargeting because I really want to understand all the nuances. Do you get good results with retargeting ads?

It's hit & miss at times, but the more effort & inventory you deploy, the better you can expect results to be. The funnel itself is a combination of content, SEO, email marketing, social and PPC advertising and retargeting using tracking pixels.

I use Mailchimp, it's great for segmentations and tagging, but not great for affiliate marketing