B2B FULL-FUNNEL MARKETING

B2B full-funnel marketing is a comprehensive approach that considers the entire customer journey, from initial awareness, to engagement, to lead generation, and finally to customer acquisition. This customer-centric strategy prioritizes the needs and preferences of your target audiences (and specific Ideal Customer Profiles, or ICPs) at every stage of the marketing funnel. Marketing messages, offers, and landing pages are tailored to be relevant and effective at each phase of the customers’ journey.

Avid Demand’s full-funnel marketing strategy offers numerous benefits that can significantly improve B2B marketing results and ensure a positive marketing ROI. These include:

• Increased Brand Awareness and Recognition: By addressing the entire customer journey, you ensure that your brand remains visible and top-of-mind for potential customers, even those at the beginning of their journey, looking for general, educational information.
• Improved Prospect Engagement: Tailored marketing messages at each stage foster deeper connections with your target audiences, leading to higher engagement rates and increased conversions.
• Enhanced Customer Experience and Satisfaction: A seamless and personalized journey improves overall customer satisfaction, making targeted prospects more likely to return.
• Increased Qualified Leads: Targeted efforts at each funnel stage drive more effective conversions, and leads that progress through your sales pipeline.
• Enhanced Demand Generation and Lead Nurturing: A full-funnel approach ensures continuous demand generation and enables effective lead nurturing, keeping your sales pipeline full of qualified leads.
• Better Return on Investment (ROI): A well-executed, highly-targeted full-funnel strategy ensures that your marketing efforts are efficient and cost-effective, and yields a higher ROI.
• Increased Customer Lifetime Value (CLV): By nurturing relationships throughout the journey, you enhance the long-term value of each customer.

Avid Demand works with clients to create highly-targeted marketing efforts for each stage of your buyers’ journey. This comprehensive approach includes:

• Top-of-Funnel (TOFU) Marketing: Focuses on building awareness and generating leads. Tactics include programmatic media buying, display ads, social media marketing, informational content marketing, market positioning search ads, introductory email marketing, and search engine optimization (SEO) – for informational search queries.
• Middle-of-Funnel (MOFU) Marketing: Concentrates on fostering engagement with the right prospects and driving conversions. Effective strategies include solution-specific search ads, remarketing ads, targeted email marketing, thought leadership content marketing, and Account-Based Marketing (ABM) programs.
• Bottom-of-Funnel (BOFU) Marketing: Aims to ensure that leads are qualified, and to nurture those leads through the pipeline. In addition to sales outreach this phase involves email marketing, content marketing, retargeting, and ads focused on differentiation, pricing, competitive comparison, and benefits of becoming a customer.
• Post-Funnel Marketing: Focuses on retaining customers and fostering loyalty. Tactics include retention, advocacy, and loyalty programs as well as marketing efforts design to expand customer contracts with up-sell/cross-sell opportunities.

Avid Demand works with clients to proactively guide prospects through their buying journey, utilizing these tactics at each stage:

• TOFU (Top-of-Funnel) Tactics: Highly-targeted ad buys, social media marketing, content marketing, email marketing, and SEO to build awareness and attract leads.
• MOFU (Middle-of-Funnel) Tactics: ABM-oriented lead gen ad campaigns, email nurture programs, content marketing, and solution-oriented SEO.
• BOFU (Bottom-of-Funnel) Tactics: Sales outreach, nurture emails, content marketing, and retargeting ads to convert leads into customers.
• Post-Funnel: Develop customer loyalty programs, regular email marketing campaigns featuring valuable customer content, advocacy programs to retain customers and expand contracts.

The B2B customer journey is a complex process that involves multiple stages, each with different marketing objectives:

• Awareness: Marketing programs aligned with the top of the funnel drive brand awareness, interest and low-consideration engagement. Effective tactics include content marketing, social media, and SEO to capture attention.
• Consideration: Middle of the funnel programs focus on higher-consideration engagement, in-depth education, comparison and qualification. Loyalty programs, excellent customer service, and regular engagement help maintain the interest and satisfaction of valuable customers.
• Decision: Marketing efforts that enable purchase decisions are considered bottom of the funnel. Personalized sales outreach, detailed product information, and compelling calls-to-actions are crucial at this stage.
• Retention: Post-purchase, the focus shifts to retaining the customer and turning them into advocates. Loyalty programs, excellent customer service, and regular engagement help maintain their interest and satisfaction.