Moving your B2B leads through the buying process is like courting your true love!
Here’s a lighhearted infographic that describes a serious process. If you scroll to the end of the infographic you’ll get a bit more detail on how exactly you should approach it.
Here’s some more detail on how that buying journey plays out for B2B marketers:
1. Introduction: Website Content
Recommended for YouWebcast: 4 Steps to Creating a Marketing Content Plan
Since 78% of B2B buyers start their research with search, this is your first impression – and first impressions count!
Audit of Web Content
- Do you know your audience?
- Do you have content for each stage of their buying journey?
- Are you distributing your content to the right places?
- Do you know who’s doing what, and when?
- Can you handle it?
Read the full post: 6 Questions to Ask Yourself About Content
Map Your Web Content To Funnel Stages
You have both educational and promotional pages on your website. Each page tends to serve one funnel stage more than the other.
- Home page: Middle / Bottom of funnel
- Contact us: Bottom of funnel
- Free resources (and blog): Top of funnel
- Products and services: Middle / Bottom of funnel
- About us: Middle / Bottom of funnel
Read the full post: Top B2B Marketing Tips on Mapping Web Pages to Funnel Stages
2. First Date: First Form Completion
Your landing page is much like asking for your romantic interest’s phone number. You have to show that it’s going to be worth it and that it’s not going to warrant an unwanted stream of pushy invitations to meet up again. It’s not an easy feat. In fact, 57% of companies have problems finding the expertise to optimize the copy on their landing pages.
Audit of Landing Page Form
The main things that affect the willingness of a buyer to hand over their details are:
- Value of the offer. Is it worth the content you’ve gated?
- What information you’re asking for. Is it too sensitive, too soon?
- How much they trust you. Do you seem credible?
Read the full post: Tips for Using Landing Page Forms for Lead Conversion
Map Your Form Length To Funnel Stages
The shorter you keep it, the better.
- Top of funnel: Less than 5 fields (must include email address)
- Middle of funnel: Up to 8 fields (ask Budget, Authority, Need, Timeline questions)
- Bottom of funnel: Up to 10 fields (ask questions to help Sales prioritise)
Read the full post: The Forgotten Stars of B2B Lead Conversion
3. Many Dates: Lead Nurturing Emails
MarketingSherpa reported that only 18% of marketers use emails triggered by website behaviour. This is shocking! Especially when businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads (The Annuitas Group), and 59% of B2B marketers say email is the most effective channel in generating revenue (BTOB Magazine).
Audit Your Email Campaigns
There are 4 kinds of emails you should use in your lead nurturing strategy:
- Incoming lead processing campaign
- Drip campaign
- Accelerator campaign
- Lead recycling campaign
Read the full post: 4 Kinds of Lead Nurturing Campaigns for B2B Marketers
Map Your Campaign Content to Funnel Stages
There are five necessary types of content that you need to help prospects at each stage of their journey:
- Content that builds trust
- Educational content
- Community-contributed content
- Curated content
- Conversion content
Read the full post: A New Look at 5 Types of Content Marketing That Generate Leads
4. The Proposal: RFP
At this point your prospect is ready to evaluate your offer along with some other vendors. Your goal is to get them to meet with sales.
Audit Buyer Interest Level:
- How recently did the prospect engage with your site?
- How often do they engage with your marketing messages?
- How deeply do they interact with your assets and resources?
Read the full post: 3 Ways To Gauge Your B2B Buyer’s Interest Level
Map Content To Funnel Stage:
Provide bottom of funnel content to match that need, like social proof (case studies), product information, free trials, and coupons. If you have triggers set in place for lead scoring, then just sit back and wait for your marketing automation software to monitor your leads for you until they are sales ready. You should set up an alert for yourself and your sales people once they reach that threshold, and give your salespeople access to your prospect’s history on your website so they’re better equipped to close the deal.
Read the full post: Harness Social Proof for B2B Lead Generation
5. The Marriage: Becomes A Customer
Keep in touch with your customers, lest they leave you for a competitor.
Audit Your Customer Communications
How often do you get feedback from your customers on your service? If it’s good, you can turn it into a case study! If it’s bad, at least you can do all you can to nip it in the bud.
Map Your Content To The Post-Purchase Stage
You’re going to create new content to match your customers’ needs. Since they’re customers, they need a different kind of information. For example, if you’re a software provider, create content around how they can get the most out of your software.
To learn more feel free to download our ebook on 6 steps to generating quality leads:
How To Become A B2B Marketing Casanova – An infographic by the team at B2B marketing buyers journey