Jon is the CEO Engagio, a platform for engaging in B2B marketing, which allows revenue teams to win new business and boost account growth.
In the past, or probably now for many companies, marketing has invested a lot of money in top-funnel activities – such as inbound marketing, commercials, digital advertising and content marketing – to generate opportunities.
The funnel attracted a wide audience and, while the management was cared for, followed and finally qualified, the few who were prepared were handed over to the sales team, who worked the account, closed the business and rang the bell / gong. / any holiday instrument existed. in the pit. After the sale, a successful or support team took over the client’s property and we all returned to our silos.
I do not want to romanticize this past; it was (and still is) the norm, as B2B organizations transitioned to a digital world of buying and selling. But now that marketing technology and demand generation are between 10 and 15 years into the adoption and maturity curve, it’s time to get to terms with the new dynamics at stake in sales, marketing and customer success and how to maximize value. customer life (LTV).
Forging a new future requires us to rethink something essential in our collective past: the funnel.
Why the B2B channel needs to change
The idea of a lead funnel means that all prospects come to the forefront and only a few end up becoming customers. It is a ubiquitous image that is the foundation of most companies’ marketing and sales strategies.
But some of these rules just don’t work anymore.
1. The traditional funnel follows the progress of the advance, not the context of the account. The phrase « flip the funnel » is a byproduct of adopting account-based marketing, where instead of capturing a large number of individual opportunities, marketers engage a smaller audience: companies in a defined universe of target accounts. It « throws » the funnel.
It’s the right idea. B2B organizations should set their ideal customer profile and target those accounts and opportunities, but we need to move on.
2. Bids die in the gap between qualified and close. In the current model, marketing launches campaigns, then offers qualified customers (or accounts) to sales, leaving some of the responsibility on their sales counterparts to work those accounts until transactions are completed.
But many offers simply stop and die here. The truth is that both teams should have the evolution of the accounts, which operate in an orchestrated way to generate the right business results. Instead of a fragmented transfer, sales and marketing should work together to create the best account experience.
Instead of marketing the entire funnel business, sales should be activated to enter target accounts, accompanied by information, content and offers orchestrated through marketing. In this model, marketing coordinates useful touches for approving and delivering sales. Both have one hand at each stage of the funnel. TOPO research has found that orchestrated SDR marketing campaigns can have a 30% -50% increase in target account sessions.
3. There is no expansion. Imagine a bow tie. This model serves the new reality of better B2B growth than the traditional funnel, which does not take into account the marketing opportunity to grow LTV by expanding after-sales.
Once an account has been converted into a customer, the marketer must help lead that customer’s LTV after the transaction, helping to close more or more additional offers in the account by selling and cross-selling, renewing the account or creating advocacy for customers.
One way to do this is by eliminating the idea that sales, marketing, and customer success are three fragmented parts of the customer journey. Instead, by orchestrating and coordinating programs together, they can all expand with multiple stakeholders in their target accounts.
Switching from channel to B2B orchestration
Our B2B marketing teams can operate according to a strategy that unites them as they engage with target accounts. The old funnel changes; it simply does not allow for this level of coordination and collaboration.
Marketers can nurture offers in a personalized, relevant and contextual way with sales, rather than chaining ownership and transfers under the old funnel model.
Let’s grab the funnel.
Forbes Business Council is the leading growth and networking organization for business owners and leaders. Do I qualify?