🕵🏻‍♂️ Full-Funnel B2B Marketing explained

Dear Trenchers, 

Struggling to convert leads into loyal customers?

Full-funnel B2B marketing is the key. 

It's a strategic approach that nurtures prospects throughout their buying journey, turning them into raving fans. 

In this newsletter, we’ll break down the step-by-step guide to fullfunnel marketing strategy, helping you attract, engage, and convert high-value customers for your business.

Let’s get right into it.

0. Ideal Customer Profile: Replicate Your Best Deals

Creating an Ideal Customer Profile (ICP) involves identifying the characteristics of your most successful deals to find similar prospects. Here are the key criteria:

• Firmographics and Technographics: Define the industry, company size, technology stack, and other business characteristics.

• Qualification and Disqualification Criteria: Establish criteria to prioritize accounts that have a genuine need and a high likelihood of converting and remaining long-term customers.

• Buying Committee Structure: Understand who makes the purchasing decisions within target companies and their roles.

• Account Segmentation Criteria: Segment accounts based on factors like industry, revenue, and growth potential.

• Buyer Journey: Map out where and how your ideal customers learn about, discover, and purchase solutions like yours.

1- Demand generation 

The first step is generating interest.

How do you do that? 

Create a steady flow of value-packed content that is specifically designed for the different stages of your buyer's journey. 

Then share your content on the platforms where your buyers spend most of their time and learn. 

Additionally, ensure your messaging clearly communicates how your product or service is unique and worth buying.

2. Demand on high-intent channels + retargeting. 

Once you’ve started generating interest, customers will start reaching out to you. When they do, ensure your process is frictionless and hassle-free for them. 

What you can do to help them make quick decisions is to keep nurturing them with relevant product information, social proof, and relevant CTAs. 

3. Account prioritization 

Strategically identify the most promising accounts. You can consider factors like:

• Revenue Potential: Target high-value clients with the biggest impact typically categorized as Tier 1 and Tier 2 accounts.

• Engagement: Assess the level of awareness and engagement your target accounts have with your brand and demand generation campaigns.

• Product Need Evidence: Identify the accounts that demonstrate a clear need for your product or service based on their current challenges or pain points.

• Relationships: Consider the strength of your relationships with those involved in the buying decision within your target accounts.

By prioritizing accounts strategically, we ensure ABM efforts deliver maximum impact.

4. Account development (1:1)

In this stage, we gather comprehensive information about the needs, goals, KPIs, and challenges of individual buyers. We then align the value proposition and content with the accounts and buyers. 

Based on these insights, we craft and deliver personalized solutions, effectively implementing 1:1 account-based marketing strategies.

5. Pipeline acceleration

We ensure marketing collaborates closely with sales to speed up the buyer journey for stagnant deals and re-engage with target buyers.

6. Advocacy, expansion, and renewals

Once a deal is won, we move it to the customer success team. Following successful implementation, we shift our efforts towards expanding the relationship and later securing renewals.

7. Continuous Nurturing

Even with the best account selection and flawless campaigns, not all accounts will convert immediately. However, it's essential not to halt marketing efforts to these accounts. Why?

Because opportunities can still arise in future quarters.

That's why we pass these accounts to nurturing and demand generation programs. This ensures we remain top-of-mind until they're ready to make a purchase.

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See, the era of relying solely on lead generation and keeping marketing and sales teams separate is long gone. To win today, you need to embrace full-funnel strategies.

PS: If you want to elevate your B2B marketing game in 2024, join the Fullfunnel online academy and unlock the keys to B2B marketing success with our comprehensive courses.

You'll join a thriving community of marketers dedicated to driving revenue growth.

Here's what you'll have access to:

📚 All our B2B marketing courses including a 6-week ABM playbook, LinkedIn Allbound marketing playbook, and 11 more courses that aren't available to the public

💬 Private Slack community to answer all your burning questions

📋 Personalized learning plan. Unsure where to start or how to maximize your learning potential? We'll craft a tailored plan based on the time you can dedicate to your education.

🔍 Exclusive 'Behind the Scenes' sessions: Gain insights into what's working and what's not as we dissect real campaigns for our clients and ourselves.

🎟️ 30% discount for live events and bootcamps.

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See you in Trenches 😉

Adechina Odjo