At its core, the idea of building a marketing funnel is very simple. Find your target audience with a problem to solve, then reach out to them and demonstrate how you can resolve their problem. That’s it; the prospect is now in your funnel, ready and cooked to make a purchase.
But that’s not how it often is. The reality of B2B marketing or demand generation is a little more complicated than that. Not to mention, there is a huge dependency on the accuracy and quality of your prospecting lists. It is, therefore, critical to ensure that your marketing list has profiles that are a right fit for your company and its offerings. And not to mention the right B2B contacts database for all of them. Having a marketing funnel in place is the best way to understand what your customers want, what doubts or objections they have, and what rebuttals you have.
What is a B2B marketing funnel?
A B2B marketing funnel is a succession of tactics designed to reach out and attract your ideal customer personas to convert them into high-intent leads. As B2B buyers navigate through a complicated network of online searches, videos, blogs, and landing pages, the goal of a marketing funnel is to maintain buyer confidence throughout their journey and streamline their buying experience as far as possible.
3 pillars of a B2B marketing funnel
How to create a B2B marketing funnel?
It’s pretty straightforward- a marketing funnel is a list of your ICPs that you want to target through your demand generation campaigns. Having the right B2B contacts and company database is the first step towards creating a marketing funnel. Let’s look at tips and strategies required for building a high-performance marketing funnel:
Nail down your ICP
Your marketing funnel is as good as the quality of data that you have regarding your prospects. Your prospects would have certain characteristics that help you segment and personalize your marketing campaigns for maximum efficacy.
These buyer personas are typically created by the marketing teams in collaboration with the product teams. Having comprehensive B2B data with technographic, firmographic, and contact information is vital to building a marketing funnel with maximum effectiveness.
• Tax-filing status
• Funding rounds
• Tech stack
• Prospect’s designation
• Direct dials
• Email addresses
• Pain points
Map out your B2B customer journey
A funnel is split across different stages of customer journeys, indicating the strategies and messaging that you can leverage to improve marketing effectiveness. There are five different stages of the customer journey, viz., awareness, consideration, action, re-engagement, and retention.
i) Awareness: Step one is to get prospects at the awareness stage to know about your business and the solutions that you offer. Direct them to a landing page and a form to find out more. You can share valuable content with them that aligns with their pain points/motivations.
ii) Consideration: Once your prospects are aware of your solutions, they move into a consideration stage. At this stage, it is important to improve your brand’s top-of-the-mind recall. This is the stage when you enter the prospects into a nurture campaign.
iii) Action: This is an important milestone in a customer’s journey. This is the step where your buyers have decided to make a purchase by comparing features, pricing, and benefits among different competing brands.
iv) Re-engagement: There would be a few prospects who will fall through the cracks or have objections that your sales team will fail to resolve. The role of the marketing funnel is to keep engaging them and warming them for when the time is right.
v) Retention: The scope of B2B marketing does not end with the conversion of a prospect. Ensuring continuous engagement and high-quality customer service can open up new opportunities to upsell and cross-sell.
You can use this template to build your own B2B marketing funnel:
Deploy full-funnel digital marketing services
Once you have mapped your prospects across their buying journey, deploying the right digital marketing strategies will help you bring them to your company’s website and convert them into high-intent leads. The key here is to find the problem, agitate it, and resolve it. Some of the digital marketing services you can leverage are:
a) Content marketing: Quality content is the key ingredient for any successful digital marketing strategy. Make sure that every piece of content you design addresses your prospect’s key pain points and demonstrates how your solutions can better solve their challenges than others. Your content marketing must address buyer motivations across each stage of the marketing funnel and should contain a healthy mix of written, visual, and video content.
b) Email marketing: This is one of the most effective inbound marketing tactics to build a rock-solid funnel. With easy access to AI-driven automated email marketing tools, you can configure automated email series to capture more prospects in your marketing funnel. However, it is critical to note that building accurate email lists is central to the success of email marketing campaigns. Sourcing the right B2B email database from a reliable B2B database provider will help increase your open rates.
c) Pay-per-click advertising: Without a paid strategy in place, businesses will often slow down their marketing funnel. Working alongside organic efforts, pay-per-click advertising will help capture more leads in the marketing funnel faster and at scale.
B2B telesales services
B2B telesales services play a pivotal role in constructing a robust B2B marketing funnel. By initiating direct, personalized conversations with potential clients, they create awareness and interest, effectively fueling the top of the funnel. Telesales teams can identify pain points, gather valuable insights, and qualify leads, ensuring that only the most promising prospects proceed to the middle of the funnel. Their ability to nurture relationships and provide detailed product information contributes to the consideration stage. Additionally, telesales efforts facilitate a smooth handover of warm leads to the sales team, strengthening the bottom of the funnel and increasing the likelihood of successful conversions.
A B2B telesales provider offers a multi-faceted approach that extends beyond just building the B2B marketing funnel. They excel in re-engaging dropped leads by reaching out to prospects who might have shown interest but didn't convert initially. This proactive re-engagement can breathe new life into seemingly lost opportunities.
Moreover, telesales teams enhance customer service by providing direct and personalized support. They address inquiries, resolve issues, and offer guidance, which not only fosters customer satisfaction but also strengthens loyalty and retention.
In addition, telesales is a potent tool for cross-selling and upselling. With their comprehensive understanding of the customer's needs and preferences, telesales agents can introduce complementary products or services, thereby increasing the average transaction value and maximizing revenue.
Webinar marketing is a powerful tool for constructing a robust B2B marketing funnel. It begins by creating awareness at the top of the funnel through compelling webinars that address industry pain points and provide valuable insights. By attracting a diverse audience, it generates leads and initiates the lead qualification process.
The interactive nature of webinars nurtures these leads, pushing them into the middle of the funnel, where consideration and evaluation occur. As prospects engage with the content and interact with the presenter, they move closer to the decision stage. Ultimately, well-executed webinars can convert these leads into loyal customers, making them an indispensable component of the B2B marketing funnel.
Build your B2B marketing funnel with Denave!
That’s the detailed plan of how to build a B2B marketing funnel through a cohesive mix of B2B data services, telesales, and digital marketing services. But that’s not the best part yet! Creating your own B2B marketing funnel doesn’t have to be a mountainous task. At least not when you partner with Denave! With our complete package of B2B demand generation solutions, we help businesses globally to accelerate their speed-to-market and build a robust marketing funnel that is ready for sales action. Click here to book your personalized call 👇
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