B2B Marketing Funnel
Secrets To Creating Powerful B2B Funnels!
B2B marketing success comes from building relationships. You know that. A potential customer is primed to purchase. However, a business owner needs to be confident in the knowledge that you are who you say you are – legitimate/professional. After all, they are putting their business and reputation on the line by working with a third party.
Your B2B marketing funnel will involve buy-ins from potential stakeholders, market research, competitor comparisons, negotiations and budget planning. This makes it essential to adopt a more strategic approach for long-term success. Although the ‘close a sale straight away’ approach may be used if you are on a deadline, successful B2B marketing funnels consider the prospect at every stage.
Here are the steps needed to create a powerful B2B marketing funnel:
1) Know your target market
Many B2B marketers make this mistake. They think as they are a business owner themselves (and they are targeting other BO’s!), they have their target market nailed on. However, without research, you’re basing your marketing on guesswork alone. The reality? You can’t simply guess your way to success.
When you run a B2B business, targeting is a little tricky. You need to work on connecting with prospects and nurturing that relationship before approaching them with a business deal or proposal. This is only conceivable by knowing your audience front to back. What you can do to correct this is to make a LinkedIn profile and start connecting with those in your market. Join relevant groups and post insightful comments that spark debate between members. Slowly, you will make a name for yourself. For example, if you work in marketing, like us, then opt to join groups that educate fellow business owners. You should post regularly to show admins that you are active. Similarly, don’t neglect others who respond to your posts or ask questions. Reply with direct questions that allow you to find out more about the pain points and preferences of your target audience.
Knowing your audience’s preferences will help you craft a more powerful B2B marketing funnel.
2) Apply lead prospecting
Lead scoring helps you position your prospects at stages in the buyer’s cycle based on the value they offer your business. This specific process ensures you are confident in your sales pitch and helps you better deliver relevant marketing assets to that individual. Do they work in your industry? But are not direct competitors? If so, consider how you can work with them to offer joint benefits. Perhaps it’s through a referral scheme that brings in leads at both sides.
This data is essential in identifying the value of working with a prospective client. It also gives you the knowledge to set up your funnel with the needs of that client in mind. Remember, not all business owners share the same goals. You are one of many! Personalise your sales message to that individual. There are two primary methods of lead scoring:
This is the data your prospect has made available online:
- Website URL
- Email Address
- Nature of Business
This is the data you have acquired from the behaviour of your prospects when interacting with them:
- Form submissions
- Newsletter signups
- Clicks on your website
- Bounce rate
- Click through rates (CTR’s)
Both types of data help you build a picture of your audience and allow you to sell them personalised services.
3) Build your B2B marketing funnel
The third and final stage to a B2B marketing funnel is the creation of your sales message. Keep in mind the research you have received in the lead prospecting stage. You may want to set up multiple funnels based on the needs of your audience or A/B test pages to see which perform the best.
The majority of your marketing to this point will be organic through social media, email subscriptions, articles, comments, etc. You will already know the needs of your audience before directing them to your B2B marketing funnel. This means you can skip the stages of building trust you find in a B2C funnel (where you lead with a freebie!) They know what you’re about, as they spoke to you on LinkedIn earlier, and can make an educated decision about your business.
Your sales funnel should be simple, stripped back and fuss-free! These people are busy and need to see exactly what’s on offer before hitting ‘sign me up.’
Use short, snappy sentences and get to the point right away.
See what we did there! 😉
This style of content sells. It doesn’t overwhelm prospects with reams of content. The sales script is cut short. If your prospects like what is on offer, they will be in touch with more questions. That’s when the real selling comes into play. This is the ideal situation as they are keen to learn more and have approached you directly. You can win them over with a friendly sales call and blow them away with your offer!
From there, it’s a case of keeping in touch. You can automate email campaigns, retargeting, and upsell them if appropriate. Whatever your choice, be it an email newsletter or a phone call every other day, keep your content marketing funnel flowing!
Struggling to create your B2B marketing funnel?
If you need a helping hand creating your funnel, we’re only a phone call away. We have experience designing professional funnels and crafting content that sells.
Want to go it alone? We’d recommend using Clickfunnels. This software gives you everything you need to market, sell and deliver your products and services online.
They offer a 14-day free trial which gives you access to their landing page builder, email automation and world-class training. Get signed up today: