Barry Duffy’s Post

Here are some quick tips for anyone in #B2BMarketing who is looking to optimise their marketing funnel and maximise their marketing ROI... 👉 Embed short customer interviews at key moments (e.g. after the successful sale and after delivery) 👉 Invite sales to a meeting, and review all the CTAs (calls to action) on your website, and in your funnel, and ask: what do the buyers actually want at this stage? Is the CTA aligned with that buyer intent? 👉 During the same meeting, identify any friction points (e.g. long forms, missing information, unnecessary handoffs) 👉 Take your five largest won deals, and identify the key challenges they had that triggered their purchase. Review your content and messaging - are they aligned with these challenges? 👉 Ensure you have proper tracking and reporting in place with key KPIs around funnel stage conversion rates and have these broken down by channel. 👉 For paid channels ensure you are also tracking lifetime value (LTV) to customer acquisition costs (CAC) to understand which paid channels are giving you a positive ROI. An LTV:CAC that's over 3:1 is a good result. 👉 Keep testing web pages, especially ones designed for conversion, to see if you can improve page visit to form completion conversion rates. Even a 0.5% improvement can make a big impact on ROI. 👉 Create different content and in different formats for each stage of the funnel. Don’t treat people the same, and only move the conversation on when they are ready. Keep testing to see what works. 👉 Create separate campaign layers with a cold layer to raise awareness, a warm retargeting layer to educate and a nurture layer to keep front of mind until they are ready to buy. 👉 Invest in a platform to help track website visitors and identify high intent buying signals. High intent leads that meet the ICP and qualification criteria can be pushed into a sales outreach cadence and warm ones can be pushed into a retargeting layer. For PLG platforms with a free trial CTA you can explore how they are engaging during the trial. 👉 Regularly review leads with sales/ BDRs to learn more about what a good and bad lead looks like and identify opportunities for improving lead quality and conversion rates. What else would you add?

Here are some quick tips for anyone in B2B marketing who is looking to optimize their marketing funnel and maximize their marketing effectiveness... 👉 Ensure you have proper tracking and reporting in place with key KPIs around funnel stage conversion rates and have these broken down by channel. 👉 For paid channels ensure you are also tracking lifetime value (LTV) to customer acquisition costs (CAC) to understand which paid channels are giving you a positive ROI. An LTV:CAC that's over 3:1 is a good result. 👉 Keep testing web pages, especially ones designed for conversion, to see if you can improve page visit to form completion conversion rates. Even a 0.5% improvement can make a big impact on ROI. 👉 Create different content and in different formats for each stage of the funnel. Don’t treat people the same, and only move the conversation on when they are ready. Keep testing to see what works. 👉 Create separate campaign layers with a cold layer to raise awareness, a warm retargeting layer to educate and a nurture layer to keep front of mind until they are ready to buy. 👉 Invest in a platform to help track website visitors and identify high intent buying signals. High intent leads that meet the ICP and qualification criteria can be pushed into a sales outreach cadence and warm ones can be pushed into a retargeting layer. For PLG platforms with a free trial CTA you can explore how they are engaging during the trial. 👉 Regularly review leads with sales/ BDRs to learn more about what a good and bad lead looks like and identify opportunities for improving lead quality and conversion rates. Yet, only few truly implement and reap the reward. #B2BMarketingTips #MarketingOptimization #FunnelStrategy #GrowthHacks #DigitalMarketing #LeadGeneration #ROI #MarketingROI #ConversionOptimization #MarketingSuccess #MarketingStrategy #SalesAlignment #LinkedInGrowth

𝘽𝙤𝙩𝙩𝙤𝙢 𝙤𝙛 𝙩𝙝𝙚 𝙁𝙪𝙣𝙣𝙚𝙡 (Part 2) 5. 𝗧𝗿𝘂𝘀𝘁 𝗮𝗻𝗱 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Building trust is essential for persuading prospects to convert. Showcase customer testimonials, reviews, case studies, and social proof to instill confidence in your brand. Highlight any certifications, awards, or endorsements that validate your expertise and credibility in your industry. 6. 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗨𝘀𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Ensure a smooth and frictionless user experience across all touchpoints, from the initial interaction to the final conversion. Optimize landing pages, checkout processes, and forms for ease of use and minimal barriers to conversion. 7. 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗥𝗲𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Implement retargeting and remarketing strategies to re-engage prospects who have shown interest but haven't yet converted. Use personalized ads, email reminders, and targeted content to nurture leads and encourage them to complete the desired action. 8. 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Track key performance indicators (KPIs) such as conversion rate, cost per acquisition (CPA), and return on investment (ROI) to assess the effectiveness of your campaign. Use data analytics and A/B testing to identify areas for improvement and optimize your campaign for better results. 9. 𝗣𝗼𝘀𝘁-𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗙𝗼𝗹𝗹𝗼𝘄-𝗨𝗽: Don't neglect the post-purchase experience. Follow up with customers after they've made a purchase to thank them, gather feedback, and encourage repeat business. Provide exceptional customer support and ongoing value to foster loyalty and advocacy. In summary, a successful campaign to reach the bottom of the funnel requires a combination of strategic planning, targeted messaging, personalized engagement, trust-building tactics, seamless user experience, and ongoing optimization. By addressing the needs and preferences of prospects at this stage and guiding them toward conversion with relevant and compelling offers, businesses can maximize their chances of success and drive revenue growth.

𝘽𝙤𝙩𝙩𝙤𝙢 𝙤𝙛 𝙩𝙝𝙚 𝙁𝙪𝙣𝙣𝙚𝙡 (Part 2) 5. 𝗧𝗿𝘂𝘀𝘁 𝗮𝗻𝗱 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Building trust is essential for persuading prospects to convert. Showcase customer testimonials, reviews, case studies, and social proof to instill confidence in your brand. Highlight any certifications, awards, or endorsements that validate your expertise and credibility in your industry. 6. 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗨𝘀𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Ensure a smooth and frictionless user experience across all touchpoints, from the initial interaction to the final conversion. Optimize landing pages, checkout processes, and forms for ease of use and minimal barriers to conversion. 7. 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗥𝗲𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Implement retargeting and remarketing strategies to re-engage prospects who have shown interest but haven't yet converted. Use personalized ads, email reminders, and targeted content to nurture leads and encourage them to complete the desired action. 8. 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Track key performance indicators (KPIs) such as conversion rate, cost per acquisition (CPA), and return on investment (ROI) to assess the effectiveness of your campaign. Use data analytics and A/B testing to identify areas for improvement and optimize your campaign for better results. 9. 𝗣𝗼𝘀𝘁-𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗙𝗼𝗹𝗹𝗼𝘄-𝗨𝗽: Don't neglect the post-purchase experience. Follow up with customers after they've made a purchase to thank them, gather feedback, and encourage repeat business. Provide exceptional customer support and ongoing value to foster loyalty and advocacy. In summary, a successful campaign to reach the bottom of the funnel requires a combination of strategic planning, targeted messaging, personalized engagement, trust-building tactics, seamless user experience, and ongoing optimization. By addressing the needs and preferences of prospects at this stage and guiding them toward conversion with relevant and compelling offers, businesses can maximize their chances of success and drive revenue growth.

Marketers' guide to increasing bottom-of-funnel conversions: "Create promotional codes" • Reducing prices temporarily for potential customers • Offering exclusive discounts • Setting the duration and amount of the promo code "Use upselling as a strategy" • Targeting users with additional feature offers • Providing special offers for added features • Communicating benefits of higher tiers "Hire business development representatives" • Improving mid-funnel progress • Vetting and scoring leads • Deploying complex lead nurturing strategies "Integrate in-product tools" • Engaging existing users • Converting potential customers • Using Ucentric to send relevant notifications "Leverage Ucentric's advanced segmentation feature" • Creating user segments • Building tiered promotions • Encouraging time-restrictive offers Remember: Effective promotions can increase conversions. Use the tools and strategies that best suit your business model. Your goal: Increase your monthly recurring revenue (MRR) and annual recurring revenue (ARR). For the last 10 years, I've used these tactics to increase bottom-of-funnel conversions and achieved significant growth in customer satisfaction and revenue. What promotional strategies are you using to convert your bottom-of-funnel customers?

Up until recently, performance marketing was considered only for B2C companies. B2B companies often did not embrace (if not despised) the performance marketing. Marketing for B2B was by and large, a guess work! But now, the trend is changing faster than you realise. More and more B2B companies are not just embracing it but also allocating their top budgets to it. Focus on measurable ROIs have significantly contributed to it.  Question is why it works? The answer lies in 3 fundamental reasons: 1. Measurable ROI: You can track every click, lead, and conversion and measure what's working. You can then optimise for maximum impact. 2. Data-Driven Decisions: You can target the right audience with pinpoint accuracy. 3. Multi-Channel Approach: Your customers are spread across multiple channels. You can reach decision-makers across search engines, social media, and relevant websites. There are 2 additional advantages of performance marketing in the B2B space: 1. Account-Based Marketing (ABM): This targeted approach within performance marketing focuses on reaching specific high-value accounts. B2B companies can use digital ads to target these accounts with personalized messages. 2. Retargeting: B2B companies can leverage retargeting to reach website visitors who haven't converted yet. Retargeting ads can remind them about the company's offerings and nudge them further down the sales funnel. Would be good to hear from the industry gurus on this topic. Do you have similar observations? #digitalmarketing #B2Bmarketing #leadgeneration

Best High-Converting Funnel Checklist. • Define Your Funnel Objective - Clarify the goal - Identify target audience - Select a conversion action • Optimize the Awareness Stage (Top of Funnel - TOF)  - Attract traffic: - Use lead magnets - Craft effective headlines - Utilize opt-in forms • Engage Leads (Middle of Funnel - MOF) - Lead nurturing strategy - Segment your leads - Use retargeting ads - Offer social proof - Create urgency - Clear and compelling call-to-action (CTA) • Conversion Optimization (Bottom of Funnel - BOF) - Sales page or checkout page - Offer irresistible bonuses or incentives - Clear CTA for purchase - Implement upsells and cross-sells • Post-Purchase & Retention (After Conversion) - Follow-up emails - Customer satisfaction surveys - Encourage repeat purchases - Referral programs These were the best checklists I've dropped. Follow me to know more.

Why does it take so long to convert a B2B sale? Expecting a buyer to convert from a few touches because you have the best marketing strategy? Why it doesn't work and what should you do. ✔️Tell a Compelling Story: 👉For B2B sales to happen, you must craft a narrative that resonates with your audience. 👉Your story should identify their problems and offer a solution for their needs. ✔️The Non-Linear Buyer's Journey: 👉B2B buyer evaluation doesn't follow a straight path. 👉Prospects move back and forth, exploring case studies, testimonials, solutions, and narratives. 👉Don't expect quick conversions from a few ad touches. ✔️The Power of Retargeting: 👉To maximize conversions, consider using LinkedIn for the initial touch and retargeting your audience with display ads. 👉This strategy not only boosts engagement but also saves costs significantly. ✅ Start with LinkedIn: 👉LinkedIn follower Ads 👉LinkedIn company page promotion 👉LinkedIn posts promotions, including podcast posts 🔄 Expand Your Reach with ads on: 👉Product benefits and features 👉Industry reports 👉Client Testimonials 👉Case studies 👉Product Videos 📈 The Conversion Timeline: Building an effective pipeline and achieving conversions takes time. Plan for a 3 to 6-month timeline, depending on your current traffic.

Why does it take so long to convert a B2B sale? Expecting a buyer to convert from a few touches because you have the best marketing strategy? Why it doesn't work and what should you do. ✔️Tell a Compelling Story: 👉For B2B sales to happen, you must craft a narrative that resonates with your audience. 👉Your story should identify their problems and offer a solution for their needs. ✔️The Non-Linear Buyer's Journey: 👉B2B buyer evaluation doesn't follow a straight path. 👉Prospects move back and forth, exploring case studies, testimonials, solutions, and narratives. 👉Don't expect quick conversions from a few ad touches. ✔️The Power of Retargeting: 👉To maximize conversions, consider using LinkedIn for the initial touch and retargeting your audience with display ads. 👉This strategy not only boosts engagement but also saves costs significantly. ✅ Start with LinkedIn: 👉LinkedIn follower Ads 👉LinkedIn company page promotion 👉LinkedIn posts promotions, including podcast posts 🔄 Expand Your Reach with ads on: 👉Product benefits and features 👉Industry reports 👉Client Testimonials 👉Case studies 👉Product Videos 📈 The Conversion Timeline: Building an effective pipeline and achieving conversions takes time. Plan for a 3 to 6-month timeline, depending on your current traffic.

Our latest blog post dives deep into the evolving landscape of B2B marketing, highlighting the clear shift from traditional linear funnels to dynamic flywheels 🤸♂️. This new approach offers a fresh perspective on #GTM strategies, designed to better capture and retain the attention of your target audience, and ultimately delivering sustained growth. 📈 The new flywheel framework helps capture attention, boost engagement, and understand purchase intent more effectively. 📊 Continuous nurturing and awareness activities are crucial since only a small percentage of your target market is ready to buy at any time. 🛠️ GTM strategies require a balance between inbound activities like SEO and social media and outbound efforts such as direct outreach and leveraging partnerships. Read the full Blog post here: https://lnkd.in/dyxhiaBe #B2BMarketing #GTMStrategies #MarketingTrends #ABM #DigitalMarketing #BusinessGrowth #MarketingInnovation