With the growth of lead generation as a popular B2B marketing strategy, marketing blogs and publications have done a good job writing about filling the top of the marketing funnel. “Lead gen best practices” yields nearly 4 million search results on Google. Optimizing your marketing efforts to capture as many leads as possible is a great way to generate numbers that feel good. Naturally, your top-of-the-funnel numbers are going to be bigger than your bottom-of-the-funnel, and seeing those bigger numbers feels pretty good.
But that misses the point of marketing. Marketing should be having more impact than just creating contacts -- it should be responsible for generating revenue... And that means you have to focus on the entire marketing funnel, including the bottom.
So you’ve got tons of ideas and tactics about how to turn visitors into leads. (Here’s how to get even more leads.) But then what? What are you doing to turn leads into qualified leads -- both marketing qualified and sales qualified -- and then turn them into customers?
Here are 6 best practices to turn your bottom-of-the-funnel leads into customers:
1. Case Studies
One of the most effective ways to convince leads that they’re ready to start a free trial or even have a demo is to provide relevant case studies. They prove that you’ve successfully solved a similar problem before and it allows them to envision their own future success. They will think: “If Product A was able to improve Company X’s lead-to-customer rate by 3x and they had the same problems, Product A surely could do the same for me.”
2. BOFU Retargeting
BOFU retargeting is all about determining what actions indicate where the customer is in their buying process, and then matching it with the right messaging and content. A good example is the pricing page. If a customer is interested in the product enough to find out if the price is right, they are qualified for in-depth product information and even potentially a call from the sales team for a product walk-through demo.
Check out this article on how to retarget to the entire marketing funnel.
3. Strategic Offers
Sometimes leads just need one more thing to push them over the edge. Strategic offers are a great way to do just that. Based on the information you’ve collected from them throughout the funnel (what content they’ve seen and interacted with, their company information), marketers can offer compelling discounts (e.g. free month if you sign up for a demo now!) or bonus access to convince leads to enage with the sales team.
4. Help Desk Articles And Super Specific Blog Posts
Within the context of the bottom of the marketing funnel, content marketing has a drastically different role. Rather than educating a more broad set of potential customers, content marketing at the bottom of the funnel is about talking to a narrow audience and answering their very specific questions. One of the best ways to do this is with “help desk” style articles and blog posts that deal with specific issues and answer them clearly. And in this case, it’s ok for your product to be the direct solution. You’re allowed to “sell” a little bit more.
These types of articles and blog posts are also great for SEO because they’re targeted at very specific keywords. Because they’re so specific, they have less competition and clutter and should have low bounce rates. For example, a step-by-step article about integrating your marketing attribution software into a Salesforce CRM is very specific and should rank highly for any search of “integrating marketing attribution with salesforce” (or any variation of that). Anyone who is searching with those keywords pre-qualifies themselves for exactly that type of content.
5. Industry/Segment Specific Content
Similarly, when prospects are near the bottom of the funnel, they want to know that you have expertise in their specific field. In our case, marketing attribution for financial services is very different from marketing attribution for higher education. A higher education prospect wants to know that our solution will work in their specific case, and authority and expertise is demonstrated through industry specific content.
This type of content won’t necessarily get many views (a financial services marketer won’t care about higher education marketing…), but it will be impactful and should have high conversion rates for the people who do read it.
6. BOFU Email Drip Campaigns
Drip campaigns are a great way to deliver much of the content discussed earlier. Once a lead gets this far down the funnel, you know quite a bit about them. With that information, you can design really effective drip campaigns that feed them the information they need to convert, and at a pace that won’t scare them away.
However, just following these six best practices isn’t enough. Like lead gen marketing, it’s important to be measuring the impact of your bottom-of-the-funnel efforts. With multi-touch attribution, you can view and assess the success of your BOFU tactics alongside your TOFU and MOFU tactics -- it’s a full understanding of the marketing funnel, which is key to improving and getting better results.