You know the story: your product is the perfect fit for your lead, but
it’s not the right time. Or you’ve had several promising touchpoints, but the
handshake never comes. Somehow, your winning approach to converting new leads
is running out of steam.
These are all signs
your B2B marketing funnel needs help.
If this is
resonating right now, you need to step back and ask: is my B2B marketing funnel
still working as it should?
To help you answer
that question, we listed 4 clear signs that your B2B marketing funnel needs
help.
4 warning signs to look for in your B2B marketing funnel
1. You are not receiving many inbound leads:
This can happen for
a variety of reasons: your website traffic and social engagement are low. Your
SEO strategy might need improvement. Your content is not resonating with your
target audience. You don't have enough valuable information about your target
audience. Ultimately, not capturing enough qualified leads means you don’t have
anyone to convert into revenue.
2. The leads you do have are low (or no) intent
Not all leads are
equal. Some are more likely to become a customer than others. Understanding
buyer intent helps you focus on those leads who are in the market for a new
solution. Without multiple touchpoints and advanced analytics though, it’s hard
to classify leads by intent.
3. You have little insight into your leads’ behaviours and needs
You know who your
target audience is, but do you understand their needs? Priorities? How they
operate? Having this knowledge is essential to make your B2B marketing funnel
more efficient. It also helps you refine your approach to focus on tactics that
resonate with them.
4. Sales calls go nowhere
You may have a good
number of leads, but they remain stuck at the same stage of the funnel forever.
Understanding your lead's intent is essential to improve the accuracy of your
targeting. Being familiar with their journey is how you can establish
meaningful connections.
How to end the lead drought
Ok, now you’ve
recognised that your B2B marketing funnel is not working as it should and why,
what are the next steps?
A lot of the pain
points we covered have one thing in common: a lack of understanding of buyer intent. A recent study by Ehrenberg-Bass found only 5 percent of
B2B buyers are ever in the market for a new product or service in a given
quarter.
Being able to
identify that 5 percent is critical to sales success. Which leads to the
question: how can you identify them?
Intent data looks
at online behaviour and profiling information to spot those leads. Squib.Media works with clients to
refine our intent data further and find you leads you are in the market for
what you sell and how you sell it.
This kind of
accurate targeting fills your pipeline with meaningful opportunities and
improves your conversion rate. In other words, intent-only data turns your lead
drought into an opportunity oasis.
For advice on how
to take those leads and nurture them into revenue, just reach out.