25 B2B Engagement Tactics For All Marketing Funnel Stages

bizible

With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach?

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How to Create the Three Parts for Any Sales Funnel

Webbiquity

What is a Sales Funnel? Sales funnels are everywhere. Prospective purchasers don’t see the funnel, but rather an interactive brand, an awesome product, or the long awaited solution they need. Sales funnel are frequently intricate, however.

Trending Sources

Matrix of 31 Marketing Funnel Metrics [Infographic]

bizible

Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. Take a look at this matrix of 31 marketing funnel metrics to see which ones your team uses, as well as which ones would be worth adding to your reports. Top-of-Funnel Metrics.

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The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

bizible

Need ideas on how to generate high quality demand and turn prospects into customers? Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel.

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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? Start by attracting prospects to fill the top of the funnel.

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Buyers Don’t Care About Your Sales Funnel

ANNUITAS

I read an article recently that discussed how content can “help push your prospects through the sales funnel.” While I am quite aware of B2B’s fascination and obsession with funnels and waterfalls, the truth is buyers couldn’t care less and certainly will not be pushed through anything.

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. Campaign Member Marketing Funnel. Lead Source Marketing Funnel.

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

Act-On

A 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.

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.

How to Power Your Sales Funnel With Video Content

Modern Marketing

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.

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How to Match Great Content to Your Sales Funnel

Modern Marketing

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. Top of the Funnel. Middle of the Funnel.

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4 Value Selling Tools to Move Leads Down the Funnel

Modern B2B Marketing

Author: David Svigel Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services. Get Conversions to 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. 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)? The role of prospect development is to close the gap between marketing and sales. B2B Marketing Sales Process B2B Sales Prospect Development

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. Keep them in the funnel as long as they need to be there.

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. I will be addressing the following: What is top-of-funnel content?

Stop Hard Selling, Start Listening to Your Prospects

Leadspace

How many prospects does your sales team close on average? It all comes down to how marketing and sales are communicating with prospective buyers. Instead, embrace the idea that it’s time to listen to your prospects. Two percent? Five percent?

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. What is the middle of the funnel? The middle of the funnel, or MOFU, is like a valve. Why focus on the middle of the funnel?

Marketing Automation: Tips For Ensuring Top-of-Funnel (and Full Funnel) Success

emedia

This update of a previously published post illuminates one critical facet of the process – the TOFU (Top-of-Funnel) zone from point of lead acquisition into early nurturing stages. You accomplish this by progressively nurturing your leads (using thought leadership content appealing to your prospects) through your lead funnel towards a state of sales-readiness. To build out effective segments consider the following: Consider who your prospects sell to.

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

Modern Marketing

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. Paying attention to prospect intent is key to that transformation.

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.

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.

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. Prospects reach the end of the funnel when they make a purchase.

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.

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. Top-of-Funnel. Middle-of-Funnel.

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

Act-On

We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Marketing Funnels and Keyword Research. Top of Funnel: Awareness. Middle of Funnel: Evaluation. Bottom of Funnel: Conversion.

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. Ironically, by focusing on the end of the funnel, Certif-A-Gift’s top-of-funnel activity expanded.

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The lead funnel is obsolete. In B2B email, relevancy is absolutely crucial.

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. Who’s Using Bottom of the Funnel Marketing?

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

Customer Experience Matrix

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. Integration of advertising with marketing technology potentially gives sales people another route for generating their own prospects.

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. A prospect doing a Google search may send the video to decision makers.

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. This usually happens after just a few months of launching a B2B content marketing strategy.

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. Before the funnel.

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.

Why most B2B social media programs fail to generate real leads

Biznology

You’re ahead of many B2B companies and right in there with > 80% of those companies that have organized LinkedIn programs. Most B2B LinkedIn programs don’t generate leads because they’re too passive and lack key components that lead to real results.

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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.

What is business video content marketing and how to get started

Biznology

Business decision-makers LOVE online B2B marketing videos because it gives them the most amount of information in the shortest amount of time. So now that you are on board with the benefits of online B2B marketing videos, what does video content marketing really mean?

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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? The window shoppers – These are prospects who are very early in the sales cycle.

How to Focus Your Marketing Efforts Through ToFu, MoFu and BoFu Stages

Act-On

As modern marketers, we’re all familiar with the lead generation funnel. Like this one: The image might be slightly antiquated, however, the concept behind the lead funnel remains crucial in understanding how your leads move from totally unaware of you to being a happy customer.

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.

Infer Partners with Terminus to Introduce Predictive Ad Targeting that Drives Advertising ROI through Top-of-the-Funnel Engagement

Infer

The company’s platform builds profiles that can encompass both scores and external signals, such as the prospect’s intent or whether their company offers a freemium product. Press release: New Strategic Partnership Brings Profile Management and Predictive Scoring to Account-Based Marketing.