The best content for each stage of the B2B sales funnel
Posted: Tue Dec 24, 2024 9:26 am
Let's talk about content for the B2B sales funnel?
Content Marketing acts as a strategic differentiator in which companies make available relevant educational or institutional materials of interest to their target audience, in order to establish a good relationship, engage, generate more conversions, and, consequently, more revenue .
Through this content, the corporate image and its market authority are also improved, which, in turn, also has a positive impact on attracting interested people who will later become leads .
In parallel with Content Marketing, there is another strategy that also contributes to winning new customers: the sales funnel.
It shows the path of a common user until they become a buyer band database potential advocate for your brand. As the user becomes more and more qualified, the leads become more and more qualified.
Therefore, content planning must consider each stage of this funnel, since the consumer public has a different mentality, specific behavior and searches for information aligned with their interests according to their classification in the sales funnel.
This is precisely why it is essential to direct your content production to each journey. Therefore, know what type of information and materials speak most effectively to each type of customer in your traditional B2B sales funnel !
1st Stage: Top of the Funnel
This is the initial phase of your sales strategy, when people are attracted and have their first contact with your brand. This is the moment to spark the interest of your potential customer, so put some effort into your materials!
Top-of-funnel users do not look for products that solve a specific problem, as most of the time they do not even know that this issue exists, they only feel some signs of it.
Therefore, you can invest in:
Blog Short and informative posts such as guides, tips, lists, main questions and tutorials.
Webinars to answer questions of interest to users.
Short, to-the-point videos like Reels, Tik Tok or YouTube Shorts.
2nd Stage: Middle of the Funnel
Here, the individual already knows that they have a problem and seeks to know what options your company has to solve it. They stop being a user and become a lead that is closer to the final sale .
He is more willing to provide basic information about himself and the company in exchange for more specialized content.
B2B consumers spend more time at this stage, as it takes them longer to make a purchasing decision. Therefore, it is important to apply well-targeted efforts such as:
Blog Posts that are more extensive and elaborate.
E-books with interesting topics that allow the collection of segmented data.
Easy-to-understand infographics and newsletters.
Dynamic and attractive podcasts.
PDF slideshow so the user can save the information.
3rd Stage: Bottom of the Funnel
At this stage, your qualified lead is about to become a consumer of your business, and with your content you will convince them to complete the purchase. Here, the sales department also comes into play together with the marketing department , and this content can help you:
Customer stories to show how your solution can contribute to success.
Customer testimonials as social proof.
Advanced tools, knowledge trails or free demos.
Product and service reviews.
Content Marketing acts as a strategic differentiator in which companies make available relevant educational or institutional materials of interest to their target audience, in order to establish a good relationship, engage, generate more conversions, and, consequently, more revenue .
Through this content, the corporate image and its market authority are also improved, which, in turn, also has a positive impact on attracting interested people who will later become leads .
In parallel with Content Marketing, there is another strategy that also contributes to winning new customers: the sales funnel.
It shows the path of a common user until they become a buyer band database potential advocate for your brand. As the user becomes more and more qualified, the leads become more and more qualified.
Therefore, content planning must consider each stage of this funnel, since the consumer public has a different mentality, specific behavior and searches for information aligned with their interests according to their classification in the sales funnel.
This is precisely why it is essential to direct your content production to each journey. Therefore, know what type of information and materials speak most effectively to each type of customer in your traditional B2B sales funnel !
1st Stage: Top of the Funnel
This is the initial phase of your sales strategy, when people are attracted and have their first contact with your brand. This is the moment to spark the interest of your potential customer, so put some effort into your materials!
Top-of-funnel users do not look for products that solve a specific problem, as most of the time they do not even know that this issue exists, they only feel some signs of it.
Therefore, you can invest in:
Blog Short and informative posts such as guides, tips, lists, main questions and tutorials.
Webinars to answer questions of interest to users.
Short, to-the-point videos like Reels, Tik Tok or YouTube Shorts.
2nd Stage: Middle of the Funnel
Here, the individual already knows that they have a problem and seeks to know what options your company has to solve it. They stop being a user and become a lead that is closer to the final sale .
He is more willing to provide basic information about himself and the company in exchange for more specialized content.
B2B consumers spend more time at this stage, as it takes them longer to make a purchasing decision. Therefore, it is important to apply well-targeted efforts such as:
Blog Posts that are more extensive and elaborate.
E-books with interesting topics that allow the collection of segmented data.
Easy-to-understand infographics and newsletters.
Dynamic and attractive podcasts.
PDF slideshow so the user can save the information.
3rd Stage: Bottom of the Funnel
At this stage, your qualified lead is about to become a consumer of your business, and with your content you will convince them to complete the purchase. Here, the sales department also comes into play together with the marketing department , and this content can help you:
Customer stories to show how your solution can contribute to success.
Customer testimonials as social proof.
Advanced tools, knowledge trails or free demos.
Product and service reviews.