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
– Webinars
– Newsletter
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.
4. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧.
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
6. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧.
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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