Making website improvements? For the best ROI, place your B2B website content goals in the context of the B2B buyer’s journey. Optimizing website content at every stage of the buyer’s journey will –
Combined, these factors require strategic content focused on B2B buyer’s needs and wants every step of the buyer’s journey.
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.
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.
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.
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.
Connect with us on LinkedIn or Tweet us. We’re always happy to talk.
—parin
Managing Partner
Image credit: MarketingCharts
With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.
