The funnel is no longer linear. It's a convoluted maze of interactions and touchpoints between the buyer and the seller. Marketers are looking for the Midas touch that will convert all the leads to gold (revenue $$$$).
While there is a lot of focus and discussion about the best practices to create demand is around the awareness stage of the buying journey. I get it. That is the more glamorous part of demand generation.
The ToFu Tapestry: Where First Impressions Are Woven and Stories Unfold
I often like to draw analogies between different stages of the buying journey and dating. Just as in dating, the top-of-funnel marketing strategies aim to create a positive first impression and spark interest, enticing prospects to learn more about your brand and product.
Channels such as social media, content marketing, and advertising provide the opportunity to grab the buyer's attention and pique curiosity. These tactics are designed to captivate audiences with compelling content, captivating visuals, and enticing offers.
The MoFu Maze: Where Attention Goes to Die
Once we have the buyer's attention, the marketer's job is to keep them informed and engaged until they are ready to buy. This is the middle-of-funnel (MoFu) stage, where the strategies can be likened to the more nuanced and less glamorous phase of dating—the stage where initial interest has been established, and now the focus shifts to building deeper connections and overcoming potential obstacles.
Similar to dating, MOFU marketing involves nurturing relationships and addressing the concerns and hesitations that arise as prospects consider their options. MOFU marketing requires patience, empathy, and understanding as brands seek to guide leads through the consideration stage of the buying journey.
The MoFu is a critical stage in the buyer's journey, where they research, compare options, and ultimately decide whether to move forward. But with limited time and endless choices, their attention is fleeting. Traditional marketing tactics like generic emails and static content often fall flat, leaving you with disinterested leads and missed opportunities.
Some challenges that I would like to solve in 2024 when building campaigns to target customers at this stage:
| Personalization | One-size-fits-all messaging is not engaging. I would like to experiment with AI-powered content engines to recommend personalized content based on individual lead behavior and interests. Also test experience platforms to deliver dynamic personalized landing pages with relevant offers are also on my radar. |
| Interactive experiences and Gamification | I have not yet ventured beyond polls, and self-select nurtures to deliver interactive experiences. I am hearing a lot about AI-powered tools like Branch and Tome that I would like to integrate into the tech stack to deliver interactive stories that adapt based on the buyer's choices. Gamification, delivering badges, leaderboards are also ways to drive motivation and action. However, in the B2B space, I would be very thoughtful about adding this type of interaction to the mix. |
| Conversational marketing | Chatbots as virtual assistants that guide the buyer by answering questions, providing personalized recommendations, and guiding them through the MoFu journey are not a thing of the past. I have seen Drift in action doing this. Now with the acquisition by Salesloft, its bound to deliver high octane conversational experiences that directly tie in with the sales outreach. The tool I am really excited about is interactive demos. An immersive experience for the buyer that personalizes the learning process and answers questions in real-time. |
| Predictive Targeting | Sales and marketers have a love-hate relationship with lead scoring mechanism. Finding a tool that will accurately predict the affinity to purchase and urgency to buy will be key to unlocking the ROI of marketing. |
To wrap up this thought, it's common knowledge that the middle-of-funnel (MoFu) phase of demand generation is where attention is easily diverted, and engagement is fleeting. To convert more leads into customers, the key is to grab and keep the buyer’s attention and turn it into action. Plugging the hole in the leaking funnel by finding engaging ways to address buyer’s concerns and objections, and ultimately guide them towards making a purchase decision is the not so glitzy but essential to solving the MoFu maze.
Challenges such as standing out in a crowded inbox, adapting to evolving behaviors, and balancing personalization and privacy need to be addressed head-on. The part that excites me about the times ahead is leveraging AI-powered personalization, interactive experiences, conversational marketing, and predictive targeting to enhance engagement and drive conversions.
Let’s bring this conversation to the table within our organizations and address the leaky MoFu funnel to activate the Midas touch.