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  • Marketig Funnel

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    elmuzi
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    The document discusses the realities of B2B marketing in 2023. It notes that B2B buying processes have become longer and more complex as buyers are more risk-averse. It also highlights that buyers are more educated and only want high-quality, expert content. Additionally, budgets are smaller and competition is fiercer. As a result, the document recommends that companies stop focusing solely on acquisition, align marketing with the buyer journey through understanding customer pain points and mapping the journey, generate demand through quality content and nurturing, break down silos between marketing and sales, and build a cohesive full-funnel model through segmentation, research, and personalized programs.

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    Marketig Funnel

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    The document discusses the realities of B2B marketing in 2023. It notes that B2B buying processes have become longer and more complex as buyers are more risk-averse. It also highlights that buyers are more educated and only want high-quality, expert content. Additionally, budgets are smaller and competition is fiercer. As a result, the document recommends that companies stop focusing solely on acquisition, align marketing with the buyer journey through understanding customer pain points and mapping the journey, generate demand through quality content and nurturing, break down silos between marketing and sales, and build a cohesive full-funnel model through segmentation, research, and personalized programs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views22 pages

    Marketig Funnel

    Uploaded by

    elmuzi
    The document discusses the realities of B2B marketing in 2023. It notes that B2B buying processes have become longer and more complex as buyers are more risk-averse. It also highlights that buyers are more educated and only want high-quality, expert content. Additionally, budgets are smaller and competition is fiercer. As a result, the document recommends that companies stop focusing solely on acquisition, align marketing with the buyer journey through understanding customer pain points and mapping the journey, generate demand through quality content and nurturing, break down silos between marketing and sales, and build a cohesive full-funnel model through segmentation, research, and personalized programs.

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    © All Rights Reserved
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    of 22

    The Reality of

    B2B in 2023
    1. LONGER, COMPLEX
    BUYING PROCESS
    B2B buyers are more risk-averse
    and take more time to decide
    More buyers are involved in
    vendor evaluation, decision, and
    approval processes

    This is NOT how B2B buyers buy:


    2. EDUCATED BUYERS
    Buyers ignore all BS content, ads
    and outreach.
    Forget the times when you could
    post a generic piece of content to
    generate traffic and requests.
    2. EDUCATED BUYERS
    They want top-notch, expert
    content they can consume where
    they hang out and learn.
    3. SLASHED BUDGETS AND
    LIMITED RESOURCES
    4. FIERCE COMPETITION
    Everyone is doubling down on
    demand capture, while demand is
    shrinking.

    Cost Per Click


    WHAT DOES THIS
    ALL MEAN?
    1. STOP FOCUSING ON
    ACQUISITION ALONE
    2. ALIGN WITH YOUR
    BUYER JOURNEY
    2. ALIGN WITH YOUR
    BUYER JOURNEY
    1. Create a clear ICP
    2. ALIGN WITH YOUR
    BUYER JOURNEY
    2. Understand how your best
    customers are buying: analyze their
    journey and interview them
    2. ALIGN WITH YOUR
    BUYER JOURNEY
    3. Map out key activities and
    content aligned with key buyer
    journey stages
    3. GENERATE DEMAND
    Demand generation = high-quality
    expert content and multichannel
    nurturing
    4. FIX THE SILOS BETWEEN
    MARKETING AND SALES
    4. FIX THE SILOS BETWEEN
    MARKETING AND SALES
    4. FIX THE SILOS BETWEEN
    MARKETING AND SALES
    Set up regular pipeline review and
    account engagement statuses
    5. BUILD A COHESIVE
    FULL-FUNNEL MODEL
    In-market buyers will reach out to
    you. Here is what to do with the
    others.
    5. BUILD A COHESIVE
    FULL-FUNNEL MODEL
    1. Define sources of engagement
    and intent data and the
    engagement and intent threshold.
    5. BUILD A COHESIVE
    FULL-FUNNEL MODEL
    2. Segment accounts into tiers
    based on revenue potential, and
    add them to appropriate ABM
    programs
    5. BUILD A COHESIVE
    FULL-FUNNEL MODEL
    3. Run account research, map your
    value prop with their challenges,
    create personalized solutions and
    activation programs
    TAKEAWAYS
    Today, even fewer buyers are in
    the market right now.
    You need to keep an always-on
    nurturing, engagement, and
    demand generation.
    The era of a traditional lead
    generation passed many years ago.
    To win today, you need full-funnel
    marketing, including brand
    awareness, demand generation,
    ABM, renewal and expansion
    programs.
    LEARN FULL-FUNNEL
    MARKETING

    Look over our shoulders as we


    share what works in 2023.

    fullfunnel.io/marketing-newsletter

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