Have you ever considered deploying any B2B marketing funnel hack to generate leads?
Up to 73 percent of B2B marketers use lead conversions as a metric to measure content performance. But, many FinTech professionals find it difficult to convert prospects or leads to customers.
I have years of hands-on experience in this area. In this article, I’ve curated some practical insights from 6 top marketing experts specializing in B2B marketing funnels.
Deploy just one funnel hack in your business, and your ROI and lead generation strategies will go through the roof.
Key Takeaways
- Execute with Strategies: Success in B2B marketing funnels depends on rigorous planning. It also involves applying strategies that fit the business goals and audience.
- Technology Drives Results: Advanced technology helps tailor content and audience segmentation. They are handy for boosting engagement, lead nurturing, and conversion rates.
- Ongoing Optimization: Continuous tracking, analyzing, and tweaking marketing strategies is crucial. This should be based on real-time data and market trends.
Key Concepts in B2B Marketing Funnel Hacks
To explain the concept of a marketing funnel, I would prefer to start with ICP.
Ideal Customer Profile (ICP)
You need to identify your target market based on the characteristics of your most valuable customers. It can be based on age, job, needs, media usage, etc. With such features, you can create a profile and persona of the ideal people with whom you want to do business.
Buyer’s Journey
When you have your Ideal Customer’s Profile, you can identify their buying journey. Your buyers can be completely unaware of their needs and your presence as a solution to such needs.
On their journey of becoming your buyers, they collect information and make some decisions. As a marketer, you need to identify the touch points where you can communicate and influence their buying decision.
Marketing Funnel
Marketing funnels show the stages in the buying journey, the marketing touchpoints, and the marketing communication strategy.
At the top of the funnel, you will have attention from many people, which decreases with every step. Thus, the number of people in each stage is shown as a funnel.
B2B Marketing Funnel
The B2B marketing funnel differs from a B2C marketing funnel. Considering the buying behavior of your ICP, you need to narrow your channels of communication. Usually, B2B sales require more involvement with the ICP.
AIDA Model
The AIDA model is widely popular among marketing experts for presenting the marketing funnel. AIDA stands for Attention, Interest, Desire, and Action. The target audience passes through those steps in their buyer’s journey and interacts with the marketing communication at the touch points.
For example, in the beginning, the target audience uses search engines, social media, industry publications, and educational content to research and understand their challenges or needs.
Marketing Touch Points
During a buyer’s journey to purchase a product or service, he/she interacts with various communication channels. Marketers can communicate using those channels to influence their purchase journey. Such channels can differ based on the stage of the buyer’s journey.
What is a Marketing Funnel Hack?
A marketing funnel hack refers to the techniques and strategies for optimizing conversion in funnel stages. The primary goal of a marketing funnel hack is to boost effectiveness and efficiency.
Funnel hackers use various methods to attract an audience at the top of the funnel and convert them throughout the funnel steps.
To hack the funnel, you need the following:
- User Research: to identify your ICP, their buying journey, media usage, buying criteria, influencers, etc.
- Marketing Plan: to define the channels plan (addressing the touch points), message plan (to influence the buying criteria), and offers plan (to move them to the next stage of the funnel).
With proper planning and execution, marketing funnel hacking can drive the following:
- High-quality demand generation,
- High-intent lead generation,
- Increased conversion rate,
- Better client experience and
- Better client retention
12 Common Challenges or Mistakes in Marketing Funnel
Improving your marketing funnel should be something you do constantly. However, many businesses make a few common mistakes in their marketing funnels. These mistakes cost them fortunes in ad spending with little or nothing to show for conversions.
Here are the common mistakes/challenges in marketing funnels:
1. Not Having a Deep Understanding of Your Target Audience
One of the gravest mistakes some businesses make is failing to understand their target audience deeply. You need to understand your prospects, their pain points, and what they need. If you don’t, you will fail at crafting offers/messages they resonate with.
2. Zero Marketing at Every Point of the Marketing Funnel
Some marketers don’t give potential customers that extra nudge they need for conversion. You shouldn’t focus only on acquiring leads at the top of your marketing funnel. Conversion is not guaranteed yet. Market at every point of your marketing funnel until prospects convert to customers.
3. Letting Prospects Go Without Adequate Retargeting
Some prospects may leave without converting. It does not imply they weren’t interested in your offer. There are tons of reasons why they bounced. Use tools like Google Tag Manager, Facebook’s Pixel, etc., to retarget and bring these prospects back.
4. An Unclear Value Proposition
If your value proposition within the sales funnel is unclear, prospects will disappear. You need to define and effectively communicate your value proposition. It should be present at each touchpoint with the prospect.
5. Weak Lead Generation
A marketing funnel only does one thing: turn prospects/leads into customers. But failing to get the right prospects equals zero customers and zero ROI. You need to pre-qualify every lead and also diversify your lead generation strategy.
6. Weak or Missing Calls-to-Action
According to a survey, 70 percent of B2B businesses revealed they do not use robust calls to action. If your marketing funnel doesn’t include a clear call to action, you’re leaving lots of money on the table.
7. Ineffective Lead Nurturing
It is not enough to get leads; you need to nurture them continuously. But, many businesses fail at this and lose prospects along the way. You need to personalize your lead-nurturing strategy.
8. Poor Conversion Rates
If you get lots of traffic but only a tiny percentage turns to leads or converts, something is wrong. You may need to up your sales game, run a few A/B tests, or write stronger copy.
9. Not Following Up on Leads
Most customers in the B2B universe require at least five follow-ups and approximately 27 touchpoints before conversion. Leaving it to chance is a big mistake many marketers make today.
10. Misreading or Ignoring Analytics Data
Many businesses misread or ignore analytics data. This, in turn, results in ineffective utilization of their marketing funnel. You need to identify statistics and other vital information from marketing campaigns via analytics tools.
11. Not Testing and Optimizing
Up to 70 percent of marketers believe that A/B testing is essential for boosting conversion rates. Failing to run A/B tests will make you miss out on the tweaks that will optimize performance.
12. Ignoring Customer Feedback
Many marketers fail to listen to customers’ opinions. This deprives you of the great opportunity of plugging holes in your marketing funnel. Listening to customer feedback helps you glean new ideas for improvement. It also deepens your understanding of your target audience segments.
6 B2B Marketing Funnel Hacks from 6 Marketing Experts
I carried out thorough research while compiling these comprehensive B2B marketing funnel hacks. My team and I checked the profiles of prominent marketing experts in the B2B world.
The B2B marketing funnel hacks I outline in this blog have been applied in the real world. Whether you’re a newcomer in B2B marketing or a seasoned professional, there’s something for you.
Funnel Hack #1: Strategic Empathy and Audience Alignment
How KPMG Used Strategic Empathy to Boost Consumer Consulting by 68 Percent
KPMG adopted an empathic funnel approach to reinventing its consumer advisory services. The brand’s marketing team showcased its expertise. It combined precise audience alignment with creativity. This demonstrated a high-level execution of B2B marketing funnel hacks.
KPMG offers audit and accounting services. However, the brand recently added consultancy services for consumer businesses to its toolkit.
The company’s campaign focused on building trust and positioning itself as strategic advisors. This was key because it targeted organizations that had not previously considered KPMG for such roles.
KPMG deployed strategic empathy hack in its marketing. It made spoof items like the products its clients sell. This got the attention of potential buyers.
Secondly, KPMG’s creative ads caught the eye of businesses in its target range. The smart use of ads and social media kept those businesses interested. Soon, these businesses started thinking of KPMG as helpful advisors well-versed in consumer trends. This strategy moved potential clients from the top of the funnel (awareness) deeper into considering KPMG as strategic partner (interest).
In other words, KPMG utilized the “Attention and Interest” stages of the AIDA model pretty well, and it worked.
This campaign surpassed industry benchmarks in click-through rates by a staggering 480 percent. It got over 9 million impressions within three weeks of its 5-month duration.
Here’s how KPMG was able to pull it off:
- Creative Concept Development: KPMG envisions itself as a consumer product with fabricated spoof items. These items perfectly mirrored the real consumer goods their audience resonated with.
- Strategic Multi-channel Positioning: The funnel hackers launched the campaign using paid social media, display advertising, and print media. It also utilized digital out-of-home to enhance visibility and reach.
- Phased Campaign Execution: This aspect covered the following angles:
- i. Awareness Phase: The team turned to broad reach for the campaign concept.
- ii. Engagement Phase: The team targeted definite audience segments, including high-value accounts and deepening interactions.
- Constant Monitoring and Optimization: The team tracked key metrics like click-through rates and engagement. They then adjusted strategies in real time based on these insights. This enhanced the campaign’s effectiveness.
Learn more about KPMG’s funnel approach here.
Funnel Hack #2: The Prime FinTech Specialized Marketing Funnel Hack
How Prime Marketing Helped a Client Generate 36 Leads at €9.40
Prime FinTech’s marketing team used its specialized B2B funnel approach for a client. The primary goal was to optimize the lead generation process of People & Payment.
People & Payment is a software firm that specializes in HR systems. The company leveraged Prime FinTech’s strategic B2B marketing funnel hack. This involved the use of targeted advertising and data-driven analysis. This was necessary to connect directly with its most responsive audience.
People & Payment needed the expertise of Prime FinTech’s funnel hackers. The firm required a sophisticated approach to target and engage the right audience. The plan was to enhance its lead generation process without overspending.
Prime FinTech deployed its unique B2B marketing funnel system. The result yielded a high volume of high-quality leads at a low cost-per-lead. This demonstrated the effectiveness of focused, data-driven strategies. They are essential for increasing ROI and optimizing sales funnels.
Changing its target from small business owners to HR employees was a hack that worked. The result was that Prime FinTech got better leads. The brand also linked ads directly to its CRM. This move helped capture great leads. Giving out eBooks also pushed potential buyers to act. The “Desire and Action” stages of the AIDA model worked well in Prime FinTech’s favor.
Prime FinTech’s funnel hacking approach
Here’s how Prime FinTech’s funnel hackers deployed its exclusive B2B marketing plan:
- Initial Setup and Testing: The team implemented a system integrating ad campaigns with its CRM. This is to analyze the best-performing ads.
- Automated Lead Management: The team connects LinkedIn ads directly to its CRM. It uses Mailchimp to capture lead details while distributing eBooks as incentives.
- Target Audience Pivot: The team shifts its focus from small business owners. Instead, it targets HR employees of medium-sized organizations. This was done when initial targeting was not so effective.
- Ad Optimization: The team tests different ad variables. It tried to pinpoint and use the creatives with the highest click-through rates. This was performed continuously until the ad’s effectiveness tripled.
Find out more about Prime FinTech’s unique B2B marketing funnel approach here.
Funnel Hack #3: Inbound Lead Generation Strategy
How HubSpot Grew and Made $271 Million Through Inbound Lead Generation
HubSpot used some strategies that transformed the B2B marketing funnel landscape. It set a benchmark that funnel hackers have been trying to beat for years. The strategies increased the platform’s annual revenue from $6.6 million to $271 million within seven years.
HubSpot started as a marketing automation and CRM tool. But it expanded rapidly, becoming an all-in-one solution juggernaut in B2B marketing. It was also respected as a thought leader in inbound marketing. The platform wanted to boost its annual revenue.
HubSpot grew massively using inbound marketing. It utilized “Attention and Interest” stages of the AIDA model effectively by building a term and community, which drew interested individuals in. Working with influencers also got more followers and got people more interested in HubSpot.
Here’s how HubSpot pulled it off:
- Category Creation: HubSpot coined the now popular term “inbound marketing” in 2005. This establishes HubSpot as a thought leader and pioneer, boosting its brand recognition.
- Community Marketing: HubSpot developed “Inbound.org,” an online community for marketers. Marketers could learn, advance their careers, and connect. Members grew to over 170,000 within a short time frame.
- Micro-Influencer Leverage: HubSpot increased its Instagram following to almost 300,000 working with micro-influencers. The micro-influencers promoted HubSpot aggressively. This enhanced the platform’s reach and digital footprint.
Get deeper insights about HubSpot’s B2B marketing funnel approach here.
Funnel Hack #4: B2B Marketing Funnel Hack Boost Monthly Organic Traffic
How Apollo Digital Attracted 200k Monthly Organic Traffic
Apollo Digital is recognized as a leader in content and SEO marketing. The firm used its strategic B2B marketing funnel hacks to transform the digital presence of B2B and SaaS companies. This amounted to almost 200,000 organic monthly traffic. The brand achieved this feat with zero link-building activity.
Apollo Digital is one of the prominent funnel hackers in the industry. It uses user-focused approaches and refined content to transform companies’ digital presence. The main hack it deployed involved fixing its content strategy. This included making its content easy to read and finding new keywords. The new keywords brought more visitors while retaining old ones. Apollo Digital focused on the “Attention” and “Interest” stages of the AIDA model in its marketing.
The result was a massive influx of almost 200,000 organic traffic monthly.
Here’s how Apollo Digital did it:
- Revamped Content Strategy: Apollo Digital identified issues like keyword overlap in their existing content. The firm made all necessary improvements, which helped increase visibility.
- Fresh Keyword Research: The firm thoroughly researched important keywords and phrases. It ensured all content were carefully aligned more closely with target audience searches.
- Detailed Content Outlines: Apollo Digital crafted detailed outlines, ensuring all content is well-optimized and relevant. The firm ensured it applied the best and latest SEO best practices.
- Prioritizing User Experience: All content was optimized for users and search engines. The firm focused on engagement and readability to boost user retention and satisfaction.
Find out more about Apollo Digital here.
Funnel Hack #5: The “All Ears on You” Campaign
How Spotify’s Campaign Captured 1.5 Billion Impressions
Spotify Advertising is a B2B brand within Spotify, the leading music platform. It markets Spofity’s digital audio advertising product to businesses with zero media investment.
The brand launched the “All Ears on You Campaign.” This campaign brought awareness to its digital audio advertising offerings. The innovative campaign targeted C-suite leaders across major brands.
The “All Ears on You Campaign” was a huge success, garnering 1.5 billion impressions. It also attracted 185,000 new users to the Spotify platform and engaged 10,000 high-value targets.
Spotify’s main hack was to make special songs for CMOs and a centerpiece film. These got the attention of business leaders. The personal connection the songs and film made kept these leaders interested.
Spotify focused on the “Attention” and “Interest” stages of the AIDA model in its marketing. This was done using personalized and creative content. Interest was sustained using tailored and innovative marketing strategies that engaged high-value targets effectively.
Here’s how Spotify Advertising pulled off the feat:
- Creative Concept Development: Spotify created and introduced “A Song For Every CMO.” This was a feature of original songs dedicated to C-suite leaders. It was a blend of professional appeal and personalization that resonated with the target audience.
- Centerpiece Film Production: Spotify shot a film directed by Amber Grace Johnson. The film highlighted the engagement of the platform’s diverse user base. This enhanced the campaign’s reach and relatability.
- Strategic Targeting: Spotify Advertising focused more on engaging high-value targets. This was executed via innovative outreaches and tailored content. It also included optimizing the funnel approach for the greatest reach and impact.
- Leveraging Press Coverage: The brand leveraged press coverage to amplify awareness and reach. This was achieved via strategic media placements.
Discover more about Spotify Advertising here.
Funnel Hack #6: Onsite Retargeting Strategy
How iSpionage Boosted Its Blog Traffic By 58 Percent
iSpionage is an intuitive intelligence tool that digital marketers use. It deployed a B2B marketing funnel hack, thanks to OptiMonk’s retargeting technology.
iSpionage wanted to boost traffic to its blog. It secured the assistance of OptiMonk to achieve its goal.
iSpionage was able to boost its blog referral traffic by up to 58 percent within a month. It used a combination of targeted user engagement and technology to achieve results. Pop-ups kept visitors as they only showed up when someone tried to leave. It worked as the pop-up offered more information. People stayed longer on the site, turning interest into actions.
In other words, iSpionage focused on the “Desire” and “Action” stages of the AIDA model. The exit-intent pop-ups enhanced the desire for further engagement. Engaging more deeply with the content or revisiting the homepage also boosted blog referral traffic.
Here’s how iSpionage went about it:
- Exit Intent Popups: iSpionage deployed an exit-intent popup, courtesy of OptiMonk. The popup encourages blog visitors to visit iSpionage’s main homepage. This was done to capture visitors’ attention at critical decision-making moments.
- Personalized Engagement: iSpionage configured the popup to appear to visitors. These visitors must have spent at least 10 seconds on the blog. This action ensured engagement with users who were genuinely interested in iSpionage’s blog.
- Visitor Experience Optimization: iSpionage limited the appearance to 5 times for repeat visitors. This balances effective retargeting with user experience.
- Continuous Monitoring and Adjustment: iSpionage continuously tracked the performance of the popup. All necessary adjustments were deployed to optimize engagement and conversion rates effectively.
Find out more about iSpionage’s strategy here.
Frequently Asked Questions (FAQ)
Tracking a marketing funnel in Google Analytics 4 (GA4) involves setting up specific parameters and events. These will be based on user interactions, which define every funnel stage.
You can start by configuring events representing key actions. The actions could be form submissions, page views, or downloads within the Admin settings. Then, create funnel visualization reports via the “Explore” section.
This is where you define and analyze conversion paths by sequencing the events. This is to see how users progress through every funnel stage.
A complete funnel strategy in B2B marketing involves designing and using marketing tactics. These tactics address every stage of the buyer’s journey. This is from awareness, through consideration, to decision-making.
The goal should be to create a cohesive flow, nurturing potential customers at every step. It also involves optimizing lead generation, engagement, conversion, and customer retention.
The strategies combine targeted ads, content marketing, and personalized emails. Engagement analytics is also crucial for moving leads toward purchase and beyond.
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Conclusion
B2B marketing funnel hacks are great for getting more leads, making more sales, and keeping customers happy. Using innovative tools and strategies helps businesses grow and handle market challenges well. These methods are essential for any FinTech company looking to improve.
So, have you applied any B2B marketing funnel hacks before? How did it work out for you? Kindly share your funnel approach.
