B2B Funnel Marketing – Why You Should Start Building From The Bottom


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Don’t build your marketing funnel from the top down. Build it from the bottom up, like you’re building a house, and here’s why…

People at the bottom of the funnel are closer to making a purchase.

If you start at the top with awareness content but don’t have enough middle & bottom of funnel content in place, you can generate a ton of MQLs, but you’ll have a hard time converting them to SQLs if you don’t have enough content to help them consider you as an option.

Examples of TOFU, MOFU, and BOFU content:

TOFU (Top of Funnel):

– Thought leadership (this post)
– Social posts
– Blog posts
– eBooks
– Guides

MOFU (Middle of Funnel):

– Product/service pages
– Webinars
– Case studies
– Company overviews/ capability docs

BOFU (Bottom of Funnel):

– CTAs to book demo or consultation
– Testimonials
– Use cases/case studies
– Detailed comparisons
– Content to differentiate from competitors, stand out as clearly the best choice.

Once the lead is considered an opportunity, then it goes into the pipeline. Most companies create opportunities way too soon, and their pipeline conversion report looks like shit.

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