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. 𝐆𝐓𝐌 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 (𝐟𝐨𝐮𝐧𝐝𝐚𝐭𝐢𝐨𝐧).
– 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. 𝐁𝐫𝐚𝐧𝐝 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬.
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. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧.
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
3. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐜𝐚𝐩𝐭𝐮𝐫𝐢𝐧𝐠.
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.
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. 𝐂𝐥𝐢𝐞𝐧𝐭 𝐬𝐮𝐜𝐜𝐞𝐬𝐬.
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
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.