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Why Taking A Full-Funnel Marketing Approach Is Critical

bizible

If you’re a B2B marketer, you are more than likely familiar with the buyer funnel. In its simplest form, there is the top of the funnel (TOFU), middle of the funnel (MOFU), and the bottom of the funnel (BOFU). While marketers know that the three stages exist, all too often B2B marketers don’t fully plan and execute their marketing to impact each of the stages.

An SEO’s Guide to Bottom-of-Funnel Keywords

Act-On

Not likely.  We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Understanding the words and phrases your prospective customers use when they type their searches into a search engine seems like the most basic step, but this very simple process shouldn’t be undertaken lightly. Top of Funnel: Awareness.

Using Top-of-Funnel Content to Drive SEO Results

KoMarketing Associates

When thinking about the conversion funnel in relation to SEO, B2B marketers should aim to provide content that meets the needs of searchers no matter what phase of the buying process they are in. The idea is, of course, to get leads and prospects to move past the awareness phase , and ultimately convert. will be addressing the following: What is top-of-funnel content?

Why Funnel Visualization Matters For B2B Marketers

bizible

One of the most important visualizations for B2B marketers is the pipeline funnel -- being able to see how prospects filter through every stage from open leads to the closed-won deal. 10,000 people filled out a form last month, 600 were marketing qualified, and 300 are now sales opportunities); it’s another to see the flow of prospects as they go through the stages.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects. Look for.

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

NuSpark

Google of course has been tracking ecommerce data for years, but never the complexities of a B2B sale.  This will help B2B firms with products that have longer buying cycles better measure how paid search investments are generating offline value. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. Example.

4 Ways to Optimize the Middle of the Funnel

Modern B2B Marketing

Author: Adam Hutchinson Like the middle child, the middle of the demand generation funnel receives far less attention than it deserves. At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. What is the middle of the funnel? Lead Management b2b

Is Your Funnel Full of Fool's Gold?

ViewPoint

The sales reps at most B2B organizations have two choices: 1) Spend their time culling through leads that experience has shown are overwhelmingly raw, unfiltered, and unqualified. 2) Or, dismiss them outright. So, what’s the best way to rid the funnel of fool’s gold (leads that may look good at first blush, but are actually not worth much)? To get these two areas to work in concert and to most effectively and efficiently do their respective jobs, means marketing must add an important function to its organization: Prospect development.

Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel

Act-On

To help your clients close a bigger percentage of their sales prospects. One of the easiest ways to visualize the buyer’s journey is to apply it to a marketing funnel. What’s a Marketing Funnel? The marketing process is basically a funnel of conversions through which you drive your prospects from the top, towards the bottom and the desired outcome – a purchase!

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects. Look for.

Three Ways to Increase Bottom-of-Funnel Leads Using Data-Driven Marketing

Act-On

more complex form of predictive analytics might involve using tools such as Everstring , who leverages your ideal customer profile against a directory of 11 million B2B companies to help you identify and target your next customer. Moreover, it allows us to understand our prospects better and speak to them in a direct, personalized way. Sound confusing? Why do we care? Surprised?

How to Match Great Content to Your Sales Funnel

It's All About Revenue

In the B2B marketing world, the buying cycle is long. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. Navigating the Sales Funnel. 1. Top of the Funnel. The top of the funnel includes content related to the topic of your industry and offering. Middle of the Funnel.

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How to Power Your Sales Funnel With Video Content

It's All About Revenue

When a prospective buyer starts searching for a solution and lands on your website, there’s nothing more engaging to present them with than a quality video. Top Of Funnel Video Content. Prospects in this early stage may not have even identified their problem yet. He’s passionate about helping companies get the most out of their video marketing investment.

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How to Improve Full Funnel Conversion Rates

bizible

The main goal of marketing is to get prospects to find you, and then convert through every stage of the funnel on their way to becoming a customer. This post will walk marketers through multiple steps they can take to improve full funnel conversion rates. 1. As the age old story goes, marketers fill the funnel with tons of leads and it’s Sales’ job to close them.

The Down-Funnel Impact of B2B Cross-Channel Marketing [Data]

bizible

In the complex B2B buyer journey, marketers understand that it’s important to reach prospects across multiple channels. However, until now, we haven’t seen much data that specifically supports the down-funnel impact of cross-channel marketing for B2B marketers. In short, yes, cross-channel marketing does make a significant impact on the B2B buyer journey.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. and prospects. Look for.

Why the sales funnel is alive and well and living on the web

grow - Practical Marketing Solutions

Do a quick search for phrases around the death of the sales funnel. There’s article after article opining that the sales/marketing funnel is dead because the buyer’s journey is no longer linear. Ok, so let’s abandon the funnel since it’s dead. You’d have to pry it out of my dead cold hands to get me to abandon the sales funnel. Long live the marketing and sales funnel!

7 Creative Examples of Bottom-of-the-Funnel Marketing

SnapApp

Bottom of the funnel marketing is aimed at converting a potential customer into an actual customer. But you just can’t deploy standard content and hope it sticks for leads who are this far down the sales funnel. You need creative, high-value marketing materials that give the prospective customer a reason to act. Who’s Using Bottom of the Funnel Marketing?

How Reversing the Funnel Increased Sales by 14% for a Sales Incentive Company

B2B Lead Generation Blog

Tweet Traditional marketing practice presumes the more you invest in driving leads through the top of the sales funnel, the more revenue will come out the other side. But, when Certif-A-Gift Company, a sales incentive company, reversed this presumption, they ended up increasing sales by 14% and moving prospects through the sales cycle 23% faster.

What to Do With Mid-Funnel Prospects?

Marketing Action

Read on: Nurture those mid-funnel leads. Engage your sales team and find out how they take leads all the way through the funnel, especially the mid-funnel. For most B2B companies, this means educational content. Respond to complaints immediately; they’re an opportunity to show how you solve problems for your customers, and your prospects are watching. Check.

B2B Public Relations: 7 tactics to pull more leads into the funnel

B2B Lead Generation Blog

That’s the word from three experts in B2B PR and marketing: Wendy Marx, president of Marx Communications , a B2B public relations firm; she blogs about B2B communications for Fast Company. They agree that, more than ever before, prospects are engaging with B2B organizations through public relations efforts. Send it out as an email to prospects and clients.”. 5.

Video Marketing within the Sales Funnel

KEO Marketing

According to a recent study by the Web Video Marketing Council, 96% of B2B marketers are now using video. But a lot of companies use video just at the top of the sales funnel. Video can help convert customers in every stage of the funnel. The more places you utilize great video in your funnel, the easier you make it for those buyers to move down the path to purchase.

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

It's All About Revenue

Marketing is often about treating the largest groups of prospects and customers the same. We use demographic data, but we don't always look at our prospects' behaviors that indicate their intent. According to Avinash Kaushik , Digital Marketing Evangelist at Google, who spoke at the MarketingProfs B2B Forum, behavior is the most important thing to focus on. Page Depth.

Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings. I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. Only time will tell.

How To Map Content To Your Conversion Funnel

ScribbleLive

For marketers, the conversion funnel is one of the best tools for understanding consumer behavior and building long-term relationships. The top of the funnel is wide, representing early-stage contact with a large audience. As the funnel narrows, each band represents a point of contact that’s one step closer to your goal. What information are they looking for?

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Pre-Funnel:  Attracting audiences before they have determined need. SRDS probably fits in the first paragraph as well, but still is the best source for researching consumer and b2b media information, covering print, digital, and direct marketing/list research. Funnel Entrance:  Targeting audiences who are exploring solutions. Search engines are called that for a reason- your prospects are searching for information or resources that may help them with a business need.  Much of it is poor storytelling toward prospect pain points. In the old days, we had a phone. 

How Does Social Media Fit Into the Lead Generation “Funnel”?

WindMill Networking

For B2B digital marketers, that’s a foregone conclusion. This is partly because communication processes in a traditional B2B lead nurture “funnel” are visualized as sequential – Awareness + Consideration + Trial = Sale , for example. Visualizing a funnel sequentially helps marketers tailor emails and other content to the steps prospects take as they move toward a purchase.)

5 B2B Sales Thought Leaders Share 2014 Trends and 2015 Predictions

Sales Prospecting Perspectives

We asked 5 B2B sales thought leaders to take a step back and analyze last year in terms of sales trends and this year in terms of sales predictions. Specifically, we asked them this question: What were the major trends in B2B inside sales in 2014, and how do these trends influence your predictions for 2015? It’s January 6. Do you know what that means? Matt Bertuzzi. Kyle Porter.

Trends 155

Unpack Your Sales Funnel

Marketing Action

Especially in the last five years, sales and marketing roles have shifted and this impacts the way the funnel breaks down as well. Mr. Stacy Gentile and I delivered a webinar, “ Unpacking the Sales Funnel ,” on this very topic, which I invite you to watch. I’ll cover some of the key points here. Before the funnel. The changing funnel. But the funnel is incredibly fluid.

Sales 35

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI.

Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients

Hinge Marketing

Congratulations, you’ve taken the first step towards increasing your online presence and implemented a B2B content marketing strategy. If you are doing it right, your content funnel probably looks something like this: Then you realize you aren’t converting your new contacts into new clients. So where’s the disconnect? Be Patient. Wrong. They absolutely are. Now what?

Lead Generation: 2 questions every marketer should ask themselves about prospect motivation

B2B Lead Generation Blog

Tweet The most important factor to keep in mind when creating your landing page is your prospects’ motivation. Highly motivated prospects can make for highly motivated leads if your landing pages deliver the right message to the right prospect at the right time. However, it’s the prospects who are not highly motivated that you need to worry about. Who are my prospects? First, you must ask yourself, “Who are my prospects, and where are they in the purchase cycle?”. The window shoppers – These are prospects who are very early in the sales cycle.

How to Diagnose Your Funnel to Create Predictable Growth

Hubspot

In contrast, companies that don’t experience consistent, predictable growth also do not have clarity of their funnel metrics. So, the first step to creating predictability is to define, measure and track your funnel. The middle of the funnel, where the focus is on lead conversion. The bottom of the funnel, where the focus is on sales and revenue. Sales and Marketing

Tuning Your Investment in the Digital Marketing Funnel

Biznology

Most of you are aware of the marketing funnel, which describes the different phases in the buyer’s journey. typical way to slice up the funnel is in terms of  Awareness, Consideration, Conversion, Loyalty, and Advocacy as shown in the diagram from Adam Cohen’s blog at right. With With limited budgets, in what phase of the funnel do you concentrate your resources?

Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

The Past And Future Of sCRM In Prospecting And Selling

Sales Prospecting Perspectives

Sales Prospecting Perspective is pleased to bring you a guest post from Jon Ferrara, CEO of Nimble , a social CRM solution. The places your prospects hang out in the social stream are opportunities to lay the groundwork for a relationship of trust. Check out your top competitors and see how they are approaching prospects on social media. The better informed your prospects and existing customers are, the more your brand can stand out as you uncover and address their needs. People born at the turn of the 20th century saw a lot of change over their lifetimes.

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you is relatively fresh in their minds.

The B2B Funnel is Leaky on the Marketing Side Too

Social Media B2B

All B2B marketers are aware of the funnel. Whether you are a funnel-purist, who still firmly believes in this construct, or you think marketing has gotten way more complicated and customers enter the process at various stages through various means, there is still some value in using the funnel as a means to represent the overall approach of the marketing itself.

Why Interactive Content is Transforming the Sales Funnel

SnapApp

The sales funnel continues to transform with emerging technologies. At this point, probably every B2B marketer has seen this stat (or one like it): B2B buyers complete 57% of their research on a product before speaking to a sales representative. In a sales funnel dependent on targeted engagement, teams need to broaden their perspective and embrace data-driven opportunities.

Three Stats to Track for Sales Funnel Analysis

KEO Marketing

The sales funnel is the process that a prospect goes through from initial contact to final conversion. The “location” in the funnel corresponds to the stage of the sales process of the prospect. As a sales opportunity moves down the funnel, time to close decreases and the probability of the sale occurring increases. This is known as sales funnel analysis.