Here are 6 stages of full-funnel B2B marketing

I wish marketing influencers stopped selling their approach as the ultimate one.

Demand gen works. SEO works. ABM works. Content works. PR works.

Keep in mind: all of these approaches are the pieces of a puzzle called full-funnel marketing.

Here are 6 stages of full-funnel B2B marketing, explained in detail.

0. ๐†๐“๐Œ ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ฒ (๐Ÿ๐จ๐ฎ๐ง๐๐š๐ญ๐ข๐จ๐ง).

– Target segments to focus
– ICP (ideal customer profile) and account segmentation
– Marketing message
– Marketing, sales, and executive alignment on points above and strategic goals/targets.

1. ๐๐ซ๐š๐ง๐ ๐€๐ฐ๐š๐ซ๐ž๐ง๐ž๐ฌ๐ฌ.

Doesn’t matter what goals you set up for your marketing, all starts with creating brand awareness.

Lots of companies heavily invest in ads, but I saw way better ways to generate awareness:

– Producing high-quality guides that are optimized for your niche keywords (not broad ones)

– Growing proactively network on target social and doing thought leadership to generate organic awareness

– Public speaking, podcast guest appearance, guest posts, and partnership webinars to grow audience and awareness

– Engage with strategic communities and accounts

2. ๐ƒ๐ž๐ฆ๐š๐ง๐ ๐ ๐ž๐ง๐ž๐ซ๐š๐ญ๐ข๐จ๐ง.

Demand is created when you show that your product can help to achieve the desired result or solve a specific challenge for your target audience.

The best way to create demand is by delivering detailed case studies via:

– Manual and paid targeting distribution
– Webinars
– Newsletter

3. ๐ƒ๐ž๐ฆ๐š๐ง๐ ๐œ๐š๐ฉ๐ญ๐ฎ๐ซ๐ข๐ง๐ .

To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up plays.

I don’t believe in passive demand capturing only.

To accelerate demand capturing you need to have a buyer enablement program – content hubs that include content tailored to a specific buyer.

4. ๐€๐œ๐ญ๐ข๐ฏ๐š๐ญ๐ข๐จ๐ง.

At a specific point, you need a light push to activate strategic accounts.

Social selling and creative personalized outreach are the most effective activation methods.

5. ๐‚๐ฅ๐ข๐ž๐ง๐ญ ๐ฌ๐ฎ๐œ๐œ๐ž๐ฌ๐ฌ.

When the deal is won, you start out a new relationship with the clients. Your goal is to learn about:

– what motivated them to buy
– what influenced their decisions
– what alternatives did they consider

6. ๐„๐ฑ๐ฉ๐š๐ง๐ฌ๐ข๐จ๐ง.

When you have a success story, you should:

– Release a detailed case study
– Start deal expansion programs
– Ask for referrals/intros

Forget about linear marketing and sales processes, and siloed approaches.

For stable long-term growth, you need to know your best customers, how they buy, and create full-funnel marketing operations aligned with a buyer journey.

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