How to Improve Your B2B Marketing Funnel

We’ll give it to you straight: no secret formula or magic solution will bring a sudden influx of customers to your business. There are no shortcuts or quick fixes that can help you boost your marketing efforts. It’s a long and steady ride that takes testing, experimenting, adjusting, and plenty of patience for results to show.

Now that you know what you are in for, the question you may be asking yourself is, what can you do to generate inbound sales?

That’s simple: you need to optimize your customer buying journey.

Here are three proven tactics that will help you improve your marketing funnel.

LinkedIn Prospecting for ToF Leads

Your B2B prospects at the top of the funnel are just becoming aware of your existence. They realized that they have a problem that they need to fix or a desire that they need to fulfill, and they are looking for a solution. Now is your chance to step in and “introduce” yourself. And, what better way to do it than through LinkedIn, the world’s largest network of business professionals.

One of the things that makes LinkedIn an excellent advertising platform is its robust targeting possibilities. You can create custom audiences and target prospects based on particular characteristics, such as their company size, location, industry focus, job title, and more.

Let’s imagine that you provide financial services for businesses and you’ve determined that most top-of-the-funnel prospects have problems finding time to organize their company’s finances to run most efficiently. You can run advertising campaigns targeted at key financial decision makers and drive them to a custom landing page or have the download a piece of content right inside of LinkedIn. You’re now moving your prospect through the funnel.

Quality Content for MoF Leads

Prospects are past the awareness stage of the buying process. They know what you are about and how you can help them. Now, it’s time to nurture them and move them down the marketing funnel.

High-quality content that is relevant to their needs, helpful, and engaging is one of the best ways to show prospects that you are an authority in your industry and a trusted, reliable source. Once they know that they can trust you, they are more likely to convert into buyers. Types of content in the Middle of the Funnel could be:

  • Video Content
  • eBooks
  • Case Studies
  • Fact Sheets
  • ROI Calculators

Deals to Incentivize BoF Leads

Prospects at the bottom of the marketing funnel are usually ready to convert, they just need that little final push to help them decide. Content at this part of the funnel could be case studies, testimonials, or even a strategic offer that creates a sense of urgency for the buyer to make a decision at a faster rate than they would have.

There isn’t just one way of improving your marketing funnel. Test and play with different tactics to see what works best for your business.

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