How to Create Full-Funnel B2B Marketing Strategy for 2023

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How to Create a Full-Funnel B2B Marketing Strategy for 2023.

Too many B2B companies think that GTM strategy is a 40-page document about mission, values, and other corporate fluff nobody cares about.

GTM strategy is being crystal clear about:

– Who are you going to market?
– How are you going to stand out and differentiate your product while resonating with target buyers?
– Where these buyers are searching for professional information and how do they buy?
– How are you going to attract their attention and make them interested in your product?
– What skillset and budget do you need?
– How will you measure the efficacy of your strategy?

While it sounds obvious, most B2B companies I know can’t clearly answer these questions.

Here is the framework we use.

1. Full-funnel analysis and sales pipeline velocity to understand:

– Where we are currently
– What realistic revenue goals can we set
– Weakest stages of the full funnel
– How do we grow currently

2. Market segmentation including:

Revenue from different markets and segments,
Market/vertical segmentation scoring to find the most lucrative segments

3. Customer research to:

Understand how customers are buying and channels they use
Who is involved in the buying process
Value they get from the product and how they see it is different from the competition

4. Ideal Customer Profile based on the customer research:

Ideal account description
Buying committee structure
Account segmentation

5. Positioning and unique value proposition.

Both are part of your marketing message which communicates why your product is different and worth buying.

6. Buying process.

Based on customer interviews, we extract different triggers that motivate buyers to start looking or learning more about your product.

For each trigger, we map out the steps they take. For each step, map out:

– Buying committee members involved
– Information they sought
– Critical questions, concerns or doubts they had

7. Full-funnel marketing plan including:

— Awareness campaigns
— Demand generation
— Demand capturing
— Activation programs
— Client success
— Expansion
— Channels & communities

8. Budgeting and team set up:

Playbooks
Skillset and responsibilities
Budget

9. Metrics.

Campaign measurement report & target metrics
Integrated revenue report

10. Team alignment and buy-in.

TLDR;

Forget about linear marketing and sales processes.

For stable long-term growth, you need to know your best customers, and how they buy and adopt your marketing & sales.

P.S. Join me and Vladimir Blagojević to take a deep dive into our B2B marketing strategy framework.

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