When it comes to the B2B sales cycle, it’s quite common to see marketing and sales coming into conflict. This is especially true in a larger, integrated digital marketing strategy.
Marketing works to fill the pipeline with conversions for the sales team, while Sales works to provide Marketing with real-time feedback on how their content is nurturing/engaging leads.
The key is to create content and campaigns about your end customers, for your end customers, and promote them to your end customers. This is how your business engages directly with your ideal audience.
Integrating your marketing and sales teams into an account-based approach should help your entire team move toward the right goals. Consistent, data-driven communication between marketing and sales should be a basic premise in B2B.
Now that we’ve clarified the importance of segmenting your campaigns according to each point within the consumer journey, let’s see how to do this in practice.
Top of the Funnel: Building Brand Awareness
Campaigns that focus on the top of your funnel typically fall hong kong mobile database under demand generation. These campaigns typically target users who are newly beginning their research to find solutions to a problem or pain point.
In addition to the psychological intent behind potential leads, it’s also important to identify where they’re coming from.
For example, here at UP2Place Digital, most of our top-funnel content consists of blog articles and social media.
This helps us share relevant information for those seeking solutions to their pain points around integrated digital marketing.
So we focus our top funnel campaigns on high-volume primary keywords like “B2B sales cycle.”
This way, we can target any of the inbound level search queries that have yet to delve into the long tail stage.
Getting as much market share as possible into these initial queries is a great way to generate demand. The more your brand appears, the more your user will associate it with the solution.