The store motto “the customer is always right” might have entered the literature in the early 1900s. Yet, it has been the backbone of the marketing world for over a century. Not only B2C companies but also B2B enterprises ground their customer relationship on this magic phrase. The development of digital technologies leads to change in the marketing dynamics around the world. Including strategies that organize every stage of the customer journey, the marketing funnel actively takes place in the marketing strategies of B2B companies. What is a “marketing funnel”? Let’s look at how the B2B companies build a marketing funnel…
Break down the customer journey into stages
The marketing funnel breaks down the customer journey into stages, advantaging companies through its focus on profitability & efficiency and sales in the long term. While companies keep track of their customers by the marketing funnel, they can also quickly expand their businesses through the new sales supportive strategies depending on the customer feedback. Illustrating the process of convincing the customer to buy on a funnel and even transforming them into loyal customers is a lifesaver concept — even a must for B2B companies.
See yourself through the eyes of your customers
Let’s say you start a B2B company. You deliver your products or services to your customers via your website. So, you want to know their thoughts on your products or services. The sales aren’t sufficient to retain your existence in the market. There may be a problem with your product or service, and you don’t know it. So, you have complete trust in your strategy, which you have set initially, and you don’t need a change. Providing constant customer interaction, the marketing funnel offers the chance to companies to see themselves through the eyes of their customers. The marketing funnel also makes it possible to reach potential customers most quickly.
Design your online shop window at its best
Your business success not only depends on your product or service quality but also on successful marketing. Your website’s design, quality content, functionality, and reliability are significant in the customer journey. You can keep track of this journey through your website and increase your conversion rate based on this.
Based on the data you get; you can develop your website to provide a better user experience. Success becomes inevitable when you design your website, in other words, your online shop window, at its best.
Competitive advantage
While digital marketing helps companies reach more customers, its competitive environment makes it challenging to attract customer attention. So, for companies, while creating content, marketing concepts should be to build a closer consumer relationship and include messages that will interest them.
In a nutshell, if you don’t make more people interested in your product or service, it is hopeless whether you produce the best product or offer the best service in the world! If you don’t choose a memorable road while creating content, your efforts are in vain. Eliciting your company value, the marketing funnel here creates a serious competitive advantage.
Improve Customer Flow
According to the report B2B Marketing Statistics to Know in 2020 by the measurable marketing solutions provider Blue Corona, nowadays, B2B buyers complete almost 60% of the purchase before contacting the company representative if the case is to purchase products or services they want.
Companies planning their marketing funnel properly catch customers at this stage. With a well-designed marketing funnel, companies can speed up the customer flow. Start by driving traffic to your website to build an effective B2B marketing funnel. Then, convert traffic into real customers. Maintain customer flow through customer contact management. That’s it! Let’s look at how to do this step-by-step.
How do the B2B marketing funnel stages function?
1. Awareness
The first stage is for awareness — introducing your brand to consumers. After all, what good is it to take action or organize campaigns & promotions if no one knows what you do in practice? So, start by raising awareness for your target audience. To build the funnel, you must first direct your potential customers to your website. In other words, we start by filling the top of the funnel. You can think of this stage as arranging a shop window as well.
Try to catch your customers through the right & qualified content while your website is your promotional tool. Increase your visibility on social media so your target audience can reach you. Stand out in channels where your potential customers spend time.
Develop an SEO strategy that makes your pages & content be on the top in search engines with specific keywords. LinkedIn’s analysis reveals that more than 90% of the B2B companies’ potential customers are LinkedIn members. Use LinkedIn actively. Get Google Ads service to rank at the top. Run an ads plan that will not bother your visitors. In this way, through spending small budgets, you can easily reach potential customers that can quickly complete the purchase. Let me explain it through math. Imagine a 100 people visit your website. You achieve a 3% conversion rate when 3 of them contact you. This isn’t bad when you consider the average conversion rate ranging from 2 to 5%!
