{"id":2693,"date":"2021-09-20T08:30:51","date_gmt":"2021-09-20T08:30:51","guid":{"rendered":"https:\/\/modomodoagency.com\/?p=2693"},"modified":"2021-09-20T08:30:51","modified_gmt":"2021-09-20T08:30:51","slug":"dont-cut-corners-b2b-marketing-taking-full-funnel-approach","status":"publish","type":"post","link":"https:\/\/modomodoagency.com\/blog\/2021\/09\/dont-cut-corners-b2b-marketing-taking-full-funnel-approach\/","title":{"rendered":"Don&#8217;t Cut Corners on Your B2B Marketing \u2013 Taking a Full Funnel Approach"},"content":{"rendered":"<p>We get it: the reality is, you&#8217;re faced with thinning budgets you need to stretch as wide as possible and increasing pressure to drive and <a href=\"https:\/\/modomodoagency.com\/blog\/2020\/11\/18\/long-short-marketing\/\" target=\"_blank\" rel=\"noopener\">meet your quarterly revenue goals<\/a>. And the B2B marketing funnel, thanks to the lengthened (and now somewhat unpredictable) sales cycle, <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever\" target=\"_blank\" rel=\"noopener\">takes longer<\/a>, has more touchpoints, and weighs more factors than the B2C funnel, which is often more\u00a0straightforward.<\/p>\n<p>But one error we too often see clients make is attempting to \u201cdo it all\u201d with a singular asset or limited campaign. Or just as detrimental, skipping too far down the funnel. Examples of these\u00a0include:<\/p>\n<ul>\n<li>Bypassing building brand awareness, especially for organizations that are new to the space, and therefore skipping over upper funnel\u00a0activations<\/li>\n<li>Attempting to raise awareness, educate the buyer and ask for the lead all in a single\u00a0promotion<\/li>\n<li>Immediately assuming you have the buyer&#8217;s trust \u2013 and perceived authority in the category<\/li>\n<li>Overlooking key channels that buyers are leveraging or looking to for their information (hint: consider channels with sight, sound, and\u00a0motion)<\/li>\n<li>Neglecting mid-funnel touchpoints, where customers are actively setting buying criteria and trying to compare\u00a0vendors<\/li>\n<li>Going straight for the lead, while providing little to no context on the benefits or features of a\u00a0solution<\/li>\n<\/ul>\n<p>While these common missteps can be tempting, there are many reasons to ensure your campaigns consider\u2014and plan for\u2014a \u201cfull funnel\u201d\u00a0approach.<\/p>\n<h2><strong>Be Intentional When Planning Around the Marketing\u00a0Funnel<\/strong><\/h2>\n<p>Today&#8217;s buying journey is increasingly dictated by the buyer, not the company or product. It\u2019s easy to leave gaps (or place too much emphasis on one stage) when you\u2019re thinking through funnel stages from a siloed or non-customer\u00a0perspective.<\/p>\n<p>So, to help make the case for why you can&#8217;t always ask your customers to get married on the first date, here are a few reasons why you shouldn&#8217;t &#8220;cut corners&#8221; on building out your B2B marketing funnel:<\/p>\n<h3 style=\"padding-left: 30px;\">Reason #1: Thinking full funnel helps you be more customer-centric in your\u00a0marketing<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2697 alignright\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-01.jpg\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-01.jpg 661w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-01-300x300.jpg 300w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-01-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"padding-left: 30px;\">Meaning, it forces you to consider what your customer is going through (both actions and emotions) and focus on their needs and pain points \u2013 and how to align your efforts with each of those stages. This also gives you a unique opportunity to establish a relationship with prospects by arming them with information that helps them perform better in their everyday jobs. <a href=\"https:\/\/infusemedia.com\/blog\/Insight\/psychographics-for-b2b-marketing\/?submissionGuid=0cde1634-4bc7-40d2-8bbf-9dc5857d3a95\" target=\"_blank\" rel=\"noopener\">90% of B2B marketers say<\/a> the leading attribute of content marketing effectiveness is \u2018audience relevance.\u2019<\/p>\n<h3 style=\"padding-left: 30px;\">Reason #2: You might be missing out on the opportunity to educate a buyer in an area \u2013 or in their time \u2013 of\u00a0need<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2698 alignright\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-02.jpg\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-02.jpg 661w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-02-300x300.jpg 300w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-02-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"padding-left: 30px;\">Consider, there are only so many prospective organizations and buyers actively in-market and \u201clooking\u201d at a given time. And many may have no idea there is a problem. Without upper funnel activations you miss out on the chance to disrupt a prospect\u2019s thinking and bring to light a problem they may be unaware of. By providing top-of-funnel education and insight, you can potentially help drive urgency to change or consider starting their search for a new\u00a0solution.<\/p>\n<p style=\"padding-left: 30px;\">Plus, if you haven\u2019t laid the brand awareness groundwork, you are banking on a very narrow opportunity to get on their radar and be included in their limited consideration set. On average, <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/marketing-solutions\/resources\/pdfs\/advertising-effectiveness-and-the-95-5-rule.pdf\" target=\"_blank\" rel=\"noopener\">only 5% of B2B buyers<\/a> are actively in-market to buy, which means your efforts need to educate and get in front of them before their moment of\u00a0need.<\/p>\n<p style=\"padding-left: 30px;\">Additionally, we can\u2019t expect customers to make this huge leap from awareness to decision on complex sales, without any support in the middle funnel to help them identify their buying criteria and compare\u00a0vendors.<\/p>\n<h3 style=\"padding-left: 30px;\">Reason #3: Expectation and engagement look different across the funnel. And the expectation is that brands must give before they\u00a0ask<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2700 alignright\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-03.jpg\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-03.jpg 661w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-03-300x300.jpg 300w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-03-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"padding-left: 30px;\">Each stage of the purchase journey presents an opportunity for a unique campaign touchpoint, as it presents a distinct \u201cjob to be done\u201d. For each of those, your key messages should align to what the prospect\/customer\u2019s expectations are. For example, you must first help your customers identify and articulate their problem, before you can demonstrate that you know how to help them solve the\u00a0problem.<\/p>\n<p style=\"padding-left: 30px;\">Strong offers are key to moving a buyer through the consideration cycle \u2013 but which offer folks are willing to engage with changes as they learn more. Reading an article is a much lower commitment than downloading a research report, and even lower commitment than signing up for a free demo. Stealth buyers want to stay in the shadows until they\u2019re ready to engage with sales \u2013 you can\u2019t always force their hand. <a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey\" target=\"_blank\" rel=\"noopener\">Gartner research shows<\/a> that when B2B buyers are considering a purchase\u201a they spend only 17% of that time meeting with all potential\u00a0suppliers.<\/p>\n<h3 style=\"padding-left: 30px;\">Reason #4: Different metrics matter at different times \u2013 and your measurement changes based on where you are in the\u00a0funnel<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2701 alignright\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-04.jpg\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-04.jpg 660w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-04-300x300.jpg 300w, https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/09\/FullFunnel_fig-04-150x150.jpg 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"padding-left: 30px;\">Technically, there is opportunity for a conversion at each stage of the funnel. If all your content or channels only support one funnel stage, your measurement is likely to reflect this. So while at the end of the day your ultimate marketing KPI may be leads, consider all of the upper and mid-funnel stages that your audience needs to work through before you can convert\u00a0them.<\/p>\n<p style=\"padding-left: 30px;\">Plus, by defining these more granular, stage-based metrics you can track incremental progress during these lengthy sales cycles \u2013 and you don\u2019t have to wait months for leads come in before you know your marketing efforts are\u00a0working.<\/p>\n<p>&nbsp;<\/p>\n<h2>So take it one [funnel] stage at a\u00a0time.<\/h2>\n<p>Each stage needs some individual attention and love, but remember to step back and look at your efforts in a full-funnel context when working on your next marketing or campaign plan. Make sure you&#8217;re putting your best foot forward at each key stage of the buyer&#8217;s journey to help educate and push them on to the next\u00a0stage.<\/p>\n<p>And while you\u2019re thinking through a full funnel approach, <a href=\"https:\/\/modomodoagency.com\/blog\/2021\/06\/17\/strategic-b2b-media-planning-5-best-practices\/\" target=\"_blank\" rel=\"noopener\">here are a few tips<\/a> to help you follow best practices when planning your media\u00a0too!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We get it: the reality is, you&#8217;re faced with thinning budgets you need to stretch as wide as possible and increasing pressure to drive and meet your quarterly revenue goals. And the B2B marketing funnel, thanks to the lengthened (and now somewhat unpredictable) sales cycle, takes longer, has more touchpoints, and weighs more factors than <a href=\"https:\/\/modomodoagency.com\/blog\/2021\/09\/dont-cut-corners-b2b-marketing-taking-full-funnel-approach\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  Don&#8217;t Cut Corners on Your B2B Marketing \u2013 Taking a Full Funnel Approach<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-integrated-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Don&#039;t Cut Corners on Your B2B Marketing \u2013 Taking a Full Funnel Approach - 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