Build a Qualified B2B Sales Pipeline Using the Right Channels

Understanding the B2B Sales Funnel

  • Stage 1: TOFU. At this Top of the Funnel stage, you are attracting new prospects and providing valuable information about how your product or service can solve those prospects’ problems.
  • Stage 2: MOFU. This Middle of the Funnel stage is where you are creating a strong connection with your prospective customers, sharing content that helps illustrate how you can help them combat their pain points.
  • Stage 3: BOFU. During the Bottom of the Funnel Stage, you are answering any final questions the prospect may have and clearing the way to an imminent purchase.

B2B Marketing Channels to Use in 2021

1. Your Website

  • Collects company contact information
  • Filters visitors based on their profiles
  • Shows you how often they visit and how long they spend on your site

2. Marketing automation

  • Provide the irresistible hook. It’s essential to have an enticing offer right off the bat: content, freebies, or a deal that can’t be refused.
  • Perfect your landing page: Make the offer and benefits of connecting clear and appealing.
  • Craft your subject line: Make it to the point but compelling, with a clear description of benefits.
  • Segment in order to target: Break down your list of recipients into smaller lists so that you can target more directly, which will increase open rates and CTRs.
  • Follow up with analytics: This is where you can narrow down who your qualified leads are, see what worked and what didn’t, and clean up your lists as appropriate.

3. Content marketing

  • Blog posts. The go-to for content marketers, with unparalleled SEO benefits, blog posts are ideal for the TOFU audience.
  • Webinars. Great way to educate your audience on a certain topic and offer them the chance to address live questions
  • Infographics. These are charts, graphs, or other visual elements that summarize information to show trends, give an overview, etc.
  • Videos. More and more, B2B marketers are using video to share brand, product information, and educational content via webinars, live video, etc.
  • EBooks. These long-form guides can be offered as a freebie for a prospect, when they supply their contact info; they then become a lead for your business.

4. Social media

  • Complete your business’ profile. Make sure your company’s presence on LinkedIn is robust, with a comprehensive profile and easy ways to connect with company contacts as well as a link to your business website.
  • Stay active. Post news about your company, join conversations, and connect with your colleagues and other industry professionals.
  • Join LinkedIn groups. Groups on LinkedIn provide professionals in the same industry or with similar interests a great space to share content, find answers, post and view jobs, establish themselves as industry experts, and make business contacts and generate leads.
  • Participate in LinkedIn conversations. Join and participate in ongoing discussions and threads to make your presence more visible (and, ultimately, to generate leads).

5. Events

  • Know who’s on the guest list
  • Listen first, sell later
  • Rely on social media and, yes, old-school business cards for networking
  • Flexibility: Virtual events can be attended from anyone with an internet connection, from anywhere and even from any time zone, meaning you can reach an even wider audience from varied markets.
  • Cost savings: Holding an event virtually cuts out costly line items like renting a venue, staffing and catering the event, and travel costs.
  • A wealth of data: Using event platform software that integrates with your CRM platform or marketing software can be like a crystal ball, providing in-depth, granular attendee information and demographics that can guide your follow-up efforts after the event.

6. Search engine optimization/organic search

  • Identify keywords that align with every stage of your customers’ buying cycle.
  • Organize the results along your sales funnel. Keywords that generate a strong informational intent are most likely going to represent top-of-the-funnel users; those with a strong purchase intent are likely being used by bottom-of-the-funnel prospects.
  • Review and optimize your existing content. If certain content has been created to target a specific keyword, make sure it is addressing the user intent behind that keyword.
  • Identify where your content is lacking and supplement it. If one of your top keywords reveals a strong inform intent in the search results and website is missing substance on that term, build your assets around that keyword.

7. Influencers & Brand Partnerships

  • Share your company’s authoritative content — and solicit the same from influencers.
  • Look for opportunities for content collaboration.
  • Ask them to be a guest speaker at one of your events.
  • Offer free trials or discount codes.
  • Use your own customers as influencers

8. Pay per click (PPC)

  • Find high-value keywords. Find out which keywords your competitors target and what is the competition score for them.
  • Structure your campaign and draft your ad copy. Because of the multiple stakeholders and various stages of purchase, add appropriate calls-to-action and offers to your copy and make sure it speaks to the buyer’s pain points.
  • Create specific landing pages. Your PPC ads should send users to a landing page on your website that provides exactly what the ad promises. They should be able to get the information they are seeking or take action without clicking to another page.
  • Track your metrics. It’s important to balance your ads’ rankings, your ad spend, and your ROI.
  • Monitor your campaigns. There are many things to watch, but you should primarily aim to improve your click-through rate (CTR) and your quality score (QS), and lower your cost per click (CPC).

9. Referral programs

10. Remarketing

  • Create remarketing lists for each stage in your sales funnel, and then target users within each stage with campaigns designed to convert them into leads, depending where they are in the sales process.
  • Create several different landing pages for your remarketing, with different messages depending on what customers may need to convert. You can use landing page software like Unbounce and Instapage, which make it easy to create and test a multitude of landing page messages.
  • Use remarketing lists to move B2B leads along your sales funnels, guiding them through every stage of your sales funnel until they convert to being paying customers.
  • Use port-purchase remarketing

Omnichannel Marketing Is on the Rise

  • Know your customer. Learn about their needs and wants, ask them questions and solicit feedback, and leverage social media for information about what makes them tick.
  • Choose the right channels, the ones that suit your customers the best.
  • Assign each channel a purpose. One could be for interaction, another for news, etc.
  • Make sure all your channels are connected. This may be difficult to finesse, but as much as possible track your touchpoints to ensure the experience is seamless and consistent.
  • Maintain your channels: Keep testing your strategy for what works and what doesn’t, and evolve as needed, to keep your customers happy and returning.

To conclude

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

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2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

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