Ultimately, more stakeholders in the B2B purchase mean more decision-makers.
Combined, these factors require strategic content focused on B2B buyer’s needs and wants every step of the buyer’s journey.
Top of Funnel B2B Content Strategy
What do we mean by “Top of Funnel”? Top of funnel refers to the beginning of the B2B buyer’s journey.
As marketers, we need to attract many more potential buyers than our sales target. Depending on your website conversion rate, you will need as many as 100 leads for every 2-to-5 customers.
So, top of funnel content mainly drives lead generation.
B2B website content goals for the Top Funnel stage:
SEO to attract attention from a relevant target audience
Brand awareness about solutions to buyer’s problems and needs
Getting potential customers “in the door” through form conversion
Most effective Top-of-Funnel B2B website content:
Concise white papers: summary-level, snackable content (41%)
Research: third-party, analyst, or internal (33%)
Mid-Funnel B2B Content Strategy
Think of “Mid-Funnel” in the B2B marketing funnel as the consideration stage. This may last minutes to months depending on the industry. Today’s B2B buyer’s decide faster than ever, and the content in this stage keeps you in the consideration pool.
B2B website content goals for Mid-Funnel:
Hold the buyer’s attention with information-rich content
Stay in the consideration pool!
Show the buyer how your solution will benefit them
Most effective Mid-Funnel B2B website content:
Virtual events (56%)
Concise white papers: summary-level, “snackable” (49%)
Customer case studies (43%)
In-depth white papers and e-books (42%)
Research: internal (42%)
Research: third-party, analyst (35%)
Bottom of Funnel B2B Content Strategy
What does “Bottom of Funnel” look like in B2B marketing? At this stage, we’re getting to the point where marketing and sales need to seamlessly align. Buyers at this stage of the B2B journey are ready to buy.
Bottom-of-the-funnel content needs to persuade buyers to make a purchase from your company. What’s the best way to persuade? Highlight the aspects of your products that best fit your buyer’s priorities. Genuine interest in the customer’s best interest will show you value relationships and can be trusted.
B2B website content goals for the Bottom of Funnel:
Engage with your sales team
Convert from prospect to customer
Most effective Bottom-of-Funnel content:
In-depth white papers and e-books (46%)
Customer case studies (39%)
Research: third-party, analyst (30%)
I hope this gets you thinking about how to map out content for every step of the B2B buyer’s journey. We’d enjoy talking with you about your website goals and performance.