“The B2B marketing funnel assists in understanding the possible steps your potential customer takes before making a choice in a B2B setting. How can you create a lead generation funnel to future-proof your B2B marketing?”   Generating leads can be a challenging task for B2B companies. However, with the right approach to your marketing funnel, you can attract and convert leads into customers.  In this blog post, we’ll discuss how you can use your B2B marketing funnel to increase lead generation.  

Understanding Your B2B Lead Generation Marketing Funnel  

Before we dive into utilizing your marketing funnel, it’s essential to understand what it is. The marketing funnel is the process a potential customer goes through before purchasing or making a decision.  The B2B marketing funnel consists of four stages: Awareness, Interest, Decision, and Action.  Understanding each stage and how to target potential customers at each stage is essential to increasing lead generation. 

1. Awareness Stage (TOFU) 

The Awareness stage, also known as the Top of the Funnel (TOFU), is where potential customers are just becoming familiar with your brand or product. They may not know that they have a problem that your product can solve. You need to raise awareness of your brand in order to entice prospective buyers.  You can do this by creating valuable content that educates and nurtures your audience about industry trends and pain points. By creating and marketing your content through blog posts, white papers, and videos, you increase brand visibility just providing value at this stage, you are most likely to build trust with your audience and establish your business as a thought leader in your industry.  

Here are the following ways to generate awareness in the market: 

• Search Engines can generate awareness among potential prospects about the company, product, or services. For example: Google, Yahoo, Yandex, Baidu, etc.
• Referrals can also make an impact and drive awareness in the market, where the company can promote itself to generate potential leads through guest posts, interviews, social bookmarking, reviews, roundups, and more.
• In the business-to-business sector, creating brand awareness through social media platforms like LinkedIn, Facebook, and Twitter is the most critical factor.

2. Interest Stage 

At the interest stage, potential customers have identified their problems and are actively searching for a solution. Here you are supposed to attract potential customers to showcase that your solution can address their problem and is capable of solving their challenge by providing more detailed information about your product and how it solves their problem.  You can create in-depth content such as blog posts, white papers, ebooks, and webinars while establishing yourself as a trusted expert in your field by providing valuable content at this stage.   

3. Decision Stage 

At the decision stage, potential customers evaluate their options and decide whether to purchase. To attract potential customers at this stage, you need to provide social proof and demonstrate why your product is the best solution for their problem.  You can do this by sharing customer success stories, product demonstrations, testimonials, and providing free trial to build trust. By providing this information, potential customers will feel more confident in their purchase decision.   

4. Action Stage  

At the action stage, potential customers have decided to purchase your product. However, it’s important to continue nurturing their relationship to encourage repeat business and referrals by making the purchase process as smooth as possible. You can do this by providing excellent customer service and providing clear calls to action.   

Common Gaps in the B2B Marketing Funnel and How to Fix Them 

• Relying on Vanity Metrics: Fix it with the real-time engagement showing genuine intent signals, not just relying on clicks. 

• Outsourcing the data from third-party vendors lacking accuracy: Fix it with first-party data and zero outsourcing. 

• No personalization, one sized fit for all message: Fix it with personalization considering their pain points and ABM strategy. 

Targeting the Right Audience  

To target a particular audience, it is necessary to research, understand and gather relative information regarding market trends, buyer needs, and the strategies competitors have. In a marketing funnel to increase lead generation without losing brand trust, marketing budget, time, and resources you must ensure that you are targeting the right audience at the right time and place matching your ideal profiles. This means understanding your ideal customer and personalizing your marketing efforts in expanding to new geo locations.   You can create buyer personas and conduct market research to identify your target audience’s pain points and challenges. By targeting the right audience and personalizing your message or content helps them in converting and increasing ROI.   According to McKinsey, companies that use personalization report a 40% increase in revenue. Source: thecmo 

Providing Valuable Content 

To provide valuable content in the marketing funnel stage, you must have a deep knowledge of your audience, matching your ICP. And before delivering valuable content, it’s necessary to create high-value content considering your audience’s ideal problems while solving their pain points.   The valuable content can consist of, blogs, case study, whitepaper, video, newsletter. By delivering such content, you can establish your business as a thought leader in your industry and build trust with potential customers across the targeted region. This trust can ultimately lead to increased lead generation and conversions. 

Nurturing Leads  

Once you have generated leads, nurturing them through the marketing funnel is essential. This involves providing them with targeted content that addresses their pain points and challenges.  Doing so lets you keep your business top-of-mind and build a relationship with potential customers. This relationship can ultimately lead to increased conversions and customer loyalty.  

Vereigen Media Strengthens Every Stage of Your Funnel for Lead Generation 

At Vereigen Media, we work on one promise, real engagement from real people. That’s why we work ahead of the vanity metrics to drive genuine leads rather than just a contact list. 

Here’s how our solutions help you in B2B lead generation funnel: 

• Verified Content Engagement (Content Syndication)

With our exclusive content syndication platform, we place your content in front of the right audience at the right time matching your ICP. This helps you drive high traffic expanding your reach that leads in lead generation which accelerate your B2B marketing pipeline. 

• VM Engage (Display and Programmatic Ads):

Our advertising solution helps you reach the right audience at the right time and place, driving targeted traffic for measurable growth. Our programmatic display ads address the real business challenges, spark curiosity, and also build trust to create genuine connections.   

• ABM Campaigns: 

Our ABM campaign helps you helps you target high-value accounts with precision targeting and personalized content. This helps you drive deeper engagement and convert valuable accounts with personalized campaigns for a higher ROI. 

• Demand Generation: 

At Vereigen Media, we help you boost your pipeline growth with the proven strategy for modern B2B buyers, by engaging high-value accounts and accelerating the pipeline growth. We personalize every B2B campaign to generate demand that align with your industry needs and revenue goals. 

• Event Registrations: 

Don’t fall for random signups, get the genuine guaranteed registrations that are ready to engage. Our approach helps you drive targeted registrations, connecting with key decision-makers for stress-free event promotion, boosting attendance rate and expanding campaign value.  With access to 107+ million continuously validated data, we help businesses to generate leads that matter. Leads. Done Right.   Utilizing your B2B marketing funnel is essential to augmenting lead generation. By understanding your marketing funnel, targeting the right audience, providing valuable content, and nurturing leads, you can attract and convert potential customers into loyal clients. With the right approach to your marketing funnel, you can take your B2B lead generation efforts to the next level. For ease of doing business in the B2B industry, Vereigen Media allows you to get maximum ROI. The above marketing funnel helps marketers understand the stages of marketing and establish communication channels systematically. Book your free strategy session with Vereigen Media today, and see how we can strengthen your funnel from top to bottom.