How to Develop Full-Funnel Demand Strategies That Perform
Engaging and encouraging B2B buyers to convert requires full-funnel demand experiences that span the entirety of the buying process.
Carefully orchestrating sales and marketing strategies is at the core of this approach and is essential for ensuring optimal performance.
This is especially important given the complexity of the B2B buying process, both in terms of the channels it spans and its length—presenting teams with numerous challenges.
To help you overcome this challenge, this month's Beacon breaks down 4 key drivers of full-funnel demand to empower your teams to implement high-performance strategies, including:
Demand generation plays a critical role in engaging B2B buying groups throughout their buying journey.
If successful, full-funnel demand generation supports a steady influx of qualified leads and establishes strong buyer relationships, encouraging stakeholders to favor your solution.
However, the demand generation space can also be difficult to navigate as lead generation specialists adopt this term to capitalize on its popularity, confusing those looking to push innovation with demand strategies.
This has led to common misconceptions, known as anti-trends, that are blocking organizations from yielding the outcomes they need to fuel their growth.
Our latest article explores the origins of these anti-trends, and most importantly, how to address them to drive full-funnel demand strategies that contribute to your growth.
An average of 71% of marketers have reported that they are often disappointed in the value of B2B content marketing—with 57% of buyers labeling content they have received during their buyer's journey as "useless."
The prevalence of buyer-led research (most buyers contact sales 70% of the way through their process), has drawn new focus to the integral role of demand generation content for brand, authority, and value.
In his guide, Joseph Braue , VP of Custom Content Solutions at INFUSE, outlines the main obstacles impacting content performance (such as the content gap), as well as key mistakes to avoid.
The guide also shares a 3-step content optimization strategy to maximize the impact of your demand generation content, and to support its role in nurturing buyers to generate meaningful engagement.
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Considering the performance of the channel space and the optimistic forecasts for channel growth in the upcoming years, many are exploring how to leverage channel partners in their GTM motion.
Despite this promise, channel partner strategies must not be treated as a plug-and-play solution, and require the correct approach to unlock true performance.
Crafted from the expert responses in our latest roundup on the future of partner marketing, our article dissects the challenges of the channel space, and how to overcome them.
This spans the selection of partners, equipping them with the resources they need, and driving engagement with partners to ensure they achieve the best outcomes.
Lead nurturing is an integral component of modern B2B marketing strategies, not only for educating prospects on brand value in relation to their pain points, but also for building stronger, longer-lasting relationships.
In short, effective nurturing adapts to the needs of the buyer to deliver the best experience possible.
Given the overwhelming number of touchpoints buyers receive as part of their buying journey (as many as 4,000 by some estimates), diversifying the channels that deliver nurturing is of great importance—not only to address buyer fatigue but also to better meet their preferences.
With this in mind, our article outlines 6 strategies for nurturing prospective buyers across a broad range of channels, to "go beyond the inbox" and leverage more than email marketing to generate engagement.
The article expands upon each channel, sharing techniques for aligning with buyer needs and contributing to a seamless experience that encourages conversions.
Thank you for reading!
We hope that this month's content provides you with the tools you need to activate full-funnel demand strategies that generate positive outcomes for your organization.
Find more content on the trends and top strategies pushing demand innovation this year on our Insights page.
See you next month,
The Content Team
Senior Consulting Partner at Up Market Research and DataIntelo | Market Research | New Business | Consulting | Sales | Growth
3moGreat tips on how to create demand gen content! I also liked the part about using partners to grow your business
I help experts & founders get paid to speak
3moGreat read. The section on how to create demand-gen-ready content is a must for marketers. It aligns perfectly with our strategy of delivering value through relevant and timely content
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3moThe advice on nurturing leads through multiple channels is spot-on. It’s easy to rely too much on one channel, but integrating different touchpoints makes the buyer journey more effective
Lost, built, exited, and still learning. Driving growth for others while I search for my next off-ramp.
3moI especially appreciate the article on channel partnerships. They’re a crucial, yet often underutilized, element of a successful demand generation strategy. Will definitely share this with my team
Passionate about property | Helping people become successful property investors | Helping people achieve their hands-free investment goals
3moReally helpful info! I will use these lead nurturing strategies to improve my customer engagement. Thanks for sharing