Full-funnel Marketing
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The Do’s and Don’ts of BOFU Lead Outreach
As B2B marketers, we’re no strangers to lead generation. Carefully crafting our ideal audiences, messaging, and content are primers for successful lead generation campaigns that attract, engage, and drive conversions. And while planning and execution at the acquisition and nurturing stages may occupy a majority of our work, special attention should be paid as we…
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Long-Term vs. Short-Term Strategies in B2B Marketing
Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy. Sounds pretty intuitive, right? It is. But it’s often a tremendous challenge to pull off successfully. Most marketers work in an environment where it’s…
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5 ABM Challenges B2B Marketers Must Overcome to Show Results
Account-based marketing (ABM) is one of the most popular strategies used by B2B marketers. Unlike B2C firms with products that often have broad appeal, B2B firms target much smaller markets. And even in those markets, only a select number of businesses have the need, budget, and headcount that will lead to a successful relationship. By…
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What Is Brand to Demand? And Why Does it Matter?
Most marketers are familiar with the terms “brand awareness” and “demand gen” as goals, but they typically fall into separate campaigns. And while that’s a good practice theoretically, it means you could be missing out on buyers that learned about you through brand awareness and then identified a demand for your product. However, brand awareness…
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How to Leverage ABM Intent Data
Account-based marketing (ABM) gives sales and marketing teams a common goal, so they can more effectively target their ideal customers. Companies with mature ABM programs found that those programs accounted for approximately 73 percent of their total revenue. But just having an ABM program isn’t enough. When you start account-based marketing, you’ll create a list…
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Discover the Lost Art of Mid-Funnel Marketing
Marketers use a lot of labels to sort their leads, like TOFU, BOFU, MQL and SQL. While we’re sorting everyone into the right bucket in this alphabet soup, it’s important to remember each bucket has different needs. Your top of the funnel (TOFU) leads are where you get your quantity. Over time, your TOFU leads…
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How To Get More BOFU Leads
Everyone wants BOFU leads. Everyone wants to build that marketing funnel that works on its own and produces thousands of BANT-qualified leads a month that are just dying to purchase your product. Your customers, hopefully. But the hard truth of marketing is that BOFU leads are in high demand. Marketers consider these leads the most…
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How To Evaluate Your Cybersecurity Content Assets for Success at Every Funnel Stage
Buyers complete up to 60 percent of their purchase cycle for SaaS products before contacting the vendor. That means that most of your interested cybersecurity leads only identify themselves when they compare options. This can make it can feel like all buyers already know your brand. But if you only look at your BOFU lead…
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The Traditional B2B Funnel
Account-based marketing (ABM) has changed the way businesses market and sell to one another. It’s also changed the way marketing and sales measure their effectiveness. Success is still ultimately about revenue, but it might be time for a second look at the old B2B sales funnel. The Traditional B2B Funnel B2B marketing and sales have undergone so…
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4 Easy Ways to Automate Your Marketing Funnel
Even if you’re not a marketer, chances are you’ve heard the term “marketing automation.” Maybe you have a good idea of what that actually means or maybe it’s just some complicated-sounding buzzword for you. Either way, it’s not a topic you can afford to ignore if you want to maximize your marketing results. That’s true…
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Learning to Love the Top of the Funnel
Paul Albright, the CEO and Co-Founder of Captora, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Below are some of the highlights from our conversation.* Back in the 90s, if you wanted to grow fast, you hired more salespeople. “Nothing could be more stupid, in hindsight. If you just…
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How to Use Your CRM Software to Nurture Leads
This is a guest post from Kelsey Rosauer, the Marketing Brand Specialist for AgencyBloc, an agency management system designed specifically for life and health insurance agencies. AgencyBloc helps agencies grow their business by organizing and automating operations using a combination of an industry-specific CRM, commissions processing, and integrated marketing automation. ______ Lead nurturing is a…
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How Funnel Stage and Deal Size Affect Time-to-ROI
One of the best ways to excel at lead generation is to treat it as an investment. You invest in leads (by purchasing them or running campaigns) with the hope of bringing a positive return on investment. ROI, in this case, is revenue. The investment approach puts a little extra pressure on demand gen managers…
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How to Improve Your Marketing Funnel’s Attribution Model
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” During his lifetime, John Wanamaker was at the forefront of several advertising innovations, such as running the first full-page newspaper ad and hiring the first full-time copywriter, but it’s for this famous quote that he is perhaps best…