The B2B marketing funnel is more than just pushing prospects from conversation to conversion. To move the needle for high-value clients, it takes a multi-channel approach. A strategy that attacks from every angle is critical.
Top Trends for B2B Marketing Funnel Success
The way we do business with other businesses has changed over the years. Thanks to technology (and a lot of automation), our sales funnels have become more robust and personalized to our audience’s needs. In general, we’re seeing:
- Omnichannel marketing is the new standard;
- Video content is crucial to communicating quickly;
- Sales and marketing alignment is necessary;
- Brand personalization drives content and;
- Thought leadership is key to building credibility.
We know that brand identity and personalization attract buyers based on these foundational trends. There’s no longer a separation between the sales and marketing process; buyers are leaning toward organic research. They want to do business with trusted experts, so it’s up to you to provide content that validates your credibility.
7 Marketing Channels to Streamline the B2B Marketing Funnel
How do you put your B2B marketing knowledge into practice? Our experts recommend diversifying your strategy based on the trends above and continually expanding your approach to meet your audience’s needs. To get started, here are seven channels you should be tapping into right now:
Webinars are a perfect tool to capitalize on thought leadership trends, video, and brand personalization. Develop webinars to showcase your subject matter expertise, position your company as the ideal solutions provider, demonstrate your products, and provide helpful information.
Later, you can use video recordings of your webinar as gated content on your website to further gather contact information. This approach closes the marketing-to-sales loop effectively.
Video is a high-value, attention-grabbing way to communicate with prospects about your products, services, and brands. Video content also works in standalone marketing channels (like YouTube) and enhances other marketing content forms.
3. Content Marketing
A strong content marketing mix involves articles, blog posts, product specs, and any other items with the purpose of:
- Educating or entertaining
- Showcasing product or industry expertise
- Providing needing information throughout the B2B marketing funnel
- Establishing thought leadership
- Creating leads or conversions
Because the B2B sales cycle tends to be long and intense, you need to have multiple “temperature checks” in the customer journey. It’s essential to meet clients where they are with relevant content; conducting research and gathering insights will help you understand how to pivot your approach.
4. Social Media
LinkedIn and Facebook are powerful platforms to engage customers in the B2B marketing funnel, but they aren’t the only options. YouTube, SlideShare, Twitter, Medium, and Instagram are (just a few examples) equally helpful platforms for sharing B2B content and engaging customers. Be sure to research which social media tools your audiences use; if they aren’t on Snapchat, you wouldn’t want to generate lots of filters or content on that platform.
Email should be a part of any omnichannel marketing strategy. Personalized email campaigns, newsletters, and other email engagements serve relevant information to people regardless of their position in the B2B marketing funnel. Be sure not to over-send; if you’re getting marked as spam or gather too many unsubscriptions, email inboxes may start flagging your content as harmful.
6. Print and Digital Content
In addition to standard marketing content, engaging active and prospective B2B customers with brochures, specification sheets, e-books, manuals, and catalogs is essential.
This content provides the in-depth details a potential client needs and is a good fit for the longer, research-intensive B2B marketing funnel. Print is an excellent channel for reaching many prospects because this content can be provided via digital platforms or in hard copy form.
7. Paid Advertising
Paid search is a helpful (but often overlooked) B2B tool. We usually only think of paid media in terms of consumer content, but the hyper-specific targeting abilities of these platforms make them an excellent tool for B2B consumers, too. With this approach, you can get a head start on marketing campaigns and optimize for specific high-value search terms.
Elevate Your B2B Marketing Strategy Now
Are you ready to implement an omnichannel B2B marketing strategy? Contact an expert from the 10x digital team today—we can help you create and execute a strategy that converts.