5 Steps To Succeed With Full Funnel Marketing

As a business-to-business (B2B) marketer, you need a well-structured B2B multichannel funnel strategy.

This will help you attract new customers, generate leads, and land sales.

Without a funnel-to-funnel marketing approach, you can kiss your efficacy in brand awareness, lead generation, and sales revenue goodbye.

The B2B marketing funnel includes a multichannel funnel strategy in four phases.

The first three focus on acquiring a new customer, and the last retention phase focuses on customer loyalty.

  • Top of Funnel (TOFU): It mostly focuses on brand awareness and prospect building.
  • Middle of Funnel (MOFU): This idea phase primarily focuses on lead generation.
  • Bottom of Funnel (BOFU): This is where the deal closes and goes to the sales team.
  • customer retention: This phase focuses on keeping existing customers happy, doing repeat business, and working with referrals.

What’s Unique About B2B Funnels?

The sales funnel is not new information to you, nor is it unique to your marketing team.

Most digital marketing professionals. use some version of full-funnel marketing As part of their sales and marketing efforts.

However, unlike most B2C companies, the B2B sales cycle is often longer than your consumer-facing counterpart and usually requires a more sophisticated approach.

B2B companies often have to nurture their prospects for several months longer than B2C companies before becoming a paying customer.

They also have a different decision making process for B2C consumers.

Unlike B2C customers, the B2B buyer is looking for a solution that solves an organizational problem, such as profitability, productivity and competitiveness.

After going through several internal processes and sign-offs, a group usually makes a final purchase decision or approval process.

B2B buyers use more logic, fact-based reasoning and in-depth research than B2C buyers before making a purchase decision.

For this reason, a well-designed marketing funnel that guides the buyer throughout the sales journey is very important for B2B marketers who want to be successful.

So what’s the problem?

tunnel (not funnel) vision

Growth marketers are under tremendous pressure to meet deadlines, sweat budgets, hit goals, and make different campaigns work.

Performance Marketing, After All, Demands a demonstration,

The pressure of conversion ROI for each silent campaign means that marketers can see how their potential prospects progress through the “invisible” B2B marketing funnel (awareness, views, and acquisitions).

blind spots

Additionally, I often lack effort in understanding who the ideal customer is and keeping them at the top of all marketing activities.

Maybe it’s an observation or assumption that everyone knows.

However, in the flurry of selling and generating leads, UX focused on creating content, messaging and unique buying inspiration has not been given enough consideration and the decision making process of potential customers.

As a result, there are missed opportunities in the digital marketing strategy.

First, there are gaps in creating awareness and views (at the top of the funnel) through focused and informative content marketing.

Also, you may be forgetting that marketable leads can be targeted by remarketing.

Remarketing or retargeting audiences can create greater brand awareness and intent-based marketing efforts that support the sales funnel stages.

busy at work

Despite marketing and sales team activity, spending and good effort, there is often a complete lack of a strategic, optimized B2B marketing funnel.

Instead, only costly campaigns exist to drive acquisitions to lead conversions.

As a result, minimal to no data reflects how customers found the products or services offered.

Neither has insight into how the company can focus on replicating this desired result through the best-performing channels, and how to reduce budget and effort on channels that don’t.

Challenges of Modern B2B Marketers

It’s not because we don’t know about the marketing funnel.

In fact, most B2B marketers are aware that they should be active on as many digital channels as possible.

They also know that messaging needs to be wonderfully personalized based on each unique personality of the buyer and the phase of the funnel.

The messaging should also be consistent across all channels without being too aggressive. Plus, there’s pressure to do it all while staying competitive, great, and within budget.

So how do you do this? This is not possible unless you have a game plan.

Here’s How To Succeed With A Full-Funnel B2B Marketing Strategy

If you market in a B2B business, you need a fully integrated marketing funnel.

If you hope to attract new leads, nurture these over a long sales cycle, and eventually convert them into paying customers.

B2B marketers can “unleash” the full potential of demand generation initiatives by implementing a solid B2B marketing and multi-channel funnel strategy.

This is because the purpose of full-funnel marketing is to give prospects a seamless experience at each stage of the customer journey.

This makes it easy to guide them toward the desired positive outcome at each step of the funnel, and ultimately convert them into paying customers.

Where do you start?

1. Focus on identifying and pursuing your ideal customer

When I ask a company who their target market is, they say “everyone” or “all businesses in the US.”

To which I say, “not possible,” unless you have an infinite budget and unlimited resources. No, you need to be specific.

What unique problem do you solve?

You can provide many products and services, but knowing which you are best – and why your customers choose you – will help reflect your position in the market.

Look in Your CRM System

Identify the customer who brings the most value, has the least support questions, and is the most loyal. Now, find a few more like this one and try to identify any similarities they share.

  • Are they in the same industry?
  • How many employees do they have?
  • Where are they located geographically?
  • Through which channel did they become potential and customer etc.?

Identify what makes them an ideal customer and you’ll know how to attract more people like them.

Outline their pain points and champion how your product can solve their challenges

If you can highlight how your solutions can help them do what they do better, you’ll have the top of your message.

2. X Mark the Spot

Answer this: What do you want your ideal customer to do at the end of their journey?

OK, now your way back from that action.

From start to finish, there is a clearly mapped journey.

There are also clearly defined “if-then” scenarios and catch traps at drop-off points.

This will ensure that you get the most out of B2B marketing. It is very rare that a cold lead immediately turns into a hot sale.

  • When you map out your B2B marketing funnel Consider all touchpoints, channels, email nurturing, and conversion criteria – from awareness to conversion.
  • Consider brand values And what the experience should be like for your customer. Most marketers sell a product or service. The best marketers guide their customers through bespoke experiences.
  • Use digital measuring instruments Such as Google Analytics to know which channel is your best current acquisition channel.
  • Review your social analytics To find out which channel is the favorite watering hole of your ideal customers.
  • analyze this data And your CRM gives insights to better understand how your customer prefers to engage with you online.

3. Compare for Likes

Perform competitor analysis on brands that share your ideal customer niche. Find out what they’re doing well, what opportunities and gaps exist, and how you can compete.

Use facebook ad library To see what they are doing.

Use Google Search to see what ads they’re using, what keywords they’re targeting, and how their landing pages look.

While this is just a glimpse of their own unique customer journey – as we have no clarity on what happens after lead generation – it will help you generate ideas and stay relevant. Inspiration is often the fruit of imitation!

4. Build B2B Sales Funnels Catch-Net Content

Now that you know your target customer, what your competitors are doing, and have outlined a unique B2B marketing journey, it’s time to create content focused on a multi-channel strategy that takes you through each step. encourages desired action.


Content that gets you on the radar of your B2B prospect should be available on multiple digital channels.

For example, an SEO-optimized blog on your website that answers a common challenge in their industry.

Gated whitepapers, research pieces, or lengthy articles.

Paid search targeting awareness TOFU keywords, and custom-intentioned Google exposure that follows them online for a few weeks.

Facebook and Instagram ads drive website traffic, and organic social posts drive engagement on these channels.

Anything that introduces your brand or solution to an audience and lets them know you exist.

think thought

Create idea content for people who want to know more about your service or product and what it can do to help them solve their challenges.

These are more educational and feature-oriented pieces, such as case studies and product information.

Use pricing and USP keywords in your Google search campaigns and remarketing for Google performance.

Create short-funnel lead gen ads on LinkedIn, Facebook and Instagram.

Post afterthought pieces, value and feature rich posts for organic sharing.

Send out personalized drip campaigns over the next few weeks that confirm why they can count on you to solve their problem and help them reach their objective.


Lastly, create relevant acquisition content for those further up the marketing funnel.

This would include targeting keywords with business intent on Google Ads.

You can deploy remarketing campaigns to your idea audience on Google Display and social media platforms like LinkedIn, Facebook and Instagram.

This may also include sending promotional emails to your database.

Remember to use your channels to build long lasting relationships that can potentially lead to further opportunities.

5. Measure what matters

Great! You have come here. Now let’s consider how you can keep improving.

The best way to do this is to take measures that allow you to measure.

By measuring each step of the funnel, you’ll see what works and what doesn’t.

This is not the time for a “gut feel” and instinct in your marketing team and sales team.

Instead, the digital marketing channels and campaigns inbuilt analytics should enable you to easily add them to your B2B marketing channel mix.

That way, you’ll learn why your audience engages with certain types of content or campaigns along the marketing funnel, why potential customers change or leave the journey, and in which marketing campaign it happened.

Iterate, be brave, be brave and be nimble.


The landscape of B2B marketing has changed.

This is because the B2B buyer is evolving.

Research-based, information-laden, and regulation-driven, the only way to reach this tech-savvy target audience is by implementing full-funnel B2B marketing strategies and tactics.

Begin your game plan with a deep understanding of your target audience.

Reach your existing customers and replicate their features.

Then go through each step of the marketing funnel carefully to see which channels to use, and what content to create to achieve the desired results.

Finally, start setting the pace and refining your strategy through diligent measurement and analysis.

Here’s to having great success with your B2B marketing funnel and excellent B2B multi-channel funnel strategies that work!

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Feature Image: Eamesbot/Shutterstock

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