Lead generation is one of the biggest challenges faced by B2-B marketers. The ultimate goal of every b2b marketer is to convert the potential audience into paid customers. However, in a world full of competition, generating the leads for your business is not child’s play.
According to research, 96% of the audience coming to your website doesn’t intend to make a purchase. Whether it is about inbound lead generation or outbound lead generation, you need a strategic plan designed according to a specific pathway. This pathway is indeed the lead generation funnel.
Let’s see what is a lead generation funnel, its stages, and special things to consider while building it in the section below!
What do we mean by a Lead Generation Funnel?
Lead generation funnel provides a way to funnel your targeted audience. It is a roadmap that passes your customers through different phases, ultimately allowing them to make a purchase. The stages of B2B sales funnel are designed after studying your audience’s potential interests and targeting their touchpoints. You need to map your customers’ journey in 3 stages of the lead generation process. These include;
- Awareness Stage
- Interest Stage
- Action Stage
Let’s walk through them all one by one:
1- Awareness Stage-ToFu
The top of the funnel (ToFu) is nothing but an awareness stage where people come to know who you are. You can use different traffic sources like social media like Facebook, Search engines like Google, or Referrals as guest posts to drive quality traffic to you.
During this first stage of the B2B lead generation funnel, you should consider the following things to generate quality traffics;
- Identify the best platforms for your business. Focus on the platforms more common among businesses such as LinkedIn
- Make yourself visible to your respective audience on their favourite platforms
- Stand out among your competitors
2- Interest Stage-MoFu
The middle of the funnel (MoFu) stage focuses on keeping your potential customers engaged on your website. This stage is very important as it will decide whether your customer will move to the action stage or not.
At this stage, focus on;
- Building the interest of visitors in your offerings or services
- Make your customers know you by adding clickable links on one platform for the others
- Focus on the content of your service pages, including its features and products
3- Action Stage-BoFu
Walking through the 1st two funnel stages to the third one shows that your customer is interested in your offerings. This is the time to make them share their contact information with you. Building a contact list will help you target a specific audience that will be ready to move further down the lead nurturing funnel.
You can do the following things during the Bottom of the Funnel (BoFu) stage;
- Use some lead magnets to attract the people and ask them to fill out a contact information form before getting access to the resource. For instance, you may use ebooks, webinars, etc to let your audience know about your expertise and services
- You may also lead your customers to these resources using social media ads and make your customers download them
- Use this lead generation in the form of a contact list for the benefit of your business
Consider these Things while Making a B2B Lead Generation Funnel
Before making a B2B lead generation funnel, it is important to understand all the three stages mentioned above carefully. Besides doing that, you need to consider the following five things to devise a proper strategy.
1- Mapping of Your Customers’ Journey
Tracking your customers’ journey is the most
the fundamental step to generate required leads. You need to know where the plurality of your traffic is coming from. Fortunately, you can use many marketing attribution tools to see the interests of your audience. After analyzing the steps that were already working, it becomes easier to track your customers’ present journey.
2- Content Creation
After creating the journey map, it is time to create content for ToFu and BoFu stages. The content should be engaging and hooking at the top of the funnel pieces. At the same time, it should be converted at the Bottom of funnel pieces.
Create your content smartly that could connect you to your potential customers.
3- Driving the Traffic
After calculating the right data about your website traffic, you can easily spot the content-generating most leads. Moreover, you would come to know which landing page or channel is working best for you. This information can drive your customers to you by focusing more on working platforms such as running some paid activity on the page that worked best.
4- Collection of Data
Your downloadable content such as guides or ebooks is the way to ask your clients about their identity. The data usually includes their names, job, and contact information. You may also use some live chat tools to interact with your clients. Lastly, keep this lead generation data safe in google or excel spreadsheets.
Generating a sales funnel can bring your revenues to the next level, but the process requires skills and expertise. If you are a less experienced team or working on launching a new product for your SaaS business, it is better to take consultation from a product marketing agency than to do all this yourself. As they can help you build a highly effective sales funnel by focusing on all Tofu, MoFu, and BoFu stages. We will understand your customers’ requirements, track their journey, and align the right goal for each step.