In the case of IT companies operating in the B2B market, this (re)evolution has brought with it new tools, methodologies and concepts that help in the complex sales process. The marketing funnel is one of them. So, let's tell you what the best content is for each stage of the Marketing Funnel.
Why is the marketing funnel so important?
Because it is through this that you can accompany the potential customer throughout their purchasing journey .
By understanding and combining these two concepts (marketing funnel and purchasing journey), it is possible to understand the right content to communicate, at the ideal time.
Content for each stage of the marketing funnel
The marketing funnel is made up of 3 stages: top, middle and bottom, and for each of them the content to be used must be different.
By using targeted content for each stage of the funnel, it is possible to attract visitors, convert them into leads and turn them into real business opportunities.
Top of the funnel
The goal of the top of the funnel is attraction . The content produced uk number list at this stage should be more general, showing how technology is important, but without presenting any specific product or service.
Imagine, for example, a potential B2B client who wants to grow in the market. Based on this theme, content will be created that attracts them to the top of the funnel, showing that one of the ways they can evolve is through an improvement in IT infrastructure.
The idea behind top-of-the-funnel content is to make sure that the company is found by potential customers on the topic they are interested in, and that it becomes a reference on the subject. This is where the relationship that will direct the potential customer to the next stages of the funnel begins.
Types of content that can be used: website SEO, blog articles or social media posts.
Middle of the funnel
In the middle of the funnel, we already have a potential customer who is more informed about the topic, they already know that they have challenges and that they need to resolve them, and therefore, they become a lead.
Returning to the example of a potential B2B client who wants to grow in the market: he now understands that he needs to invest in IT infrastructure, and even begins to explore the possibility of doing so with a hybrid solution, which combines physical infrastructure with cloud storage.
At this stage, the materials produced show not only the challenges but also the solution to solve them. The goal is to transform the lead into a qualified lead and direct them to the bottom of the funnel.