In this final video
of the four-part B2B marketing lead generation series,
I'm going to cover the bottom of the funnel.
Hey everyone, I am Waseem Bashir.
I run a digital marketing agency here in the UK.
And on this channel,
I take you through everything related to landing pages
and lead generation tactics to help you succeed.
Coming up, we will cover the definition,
different content types you can use in bottom of the funnel
and also how marketing should work with sales
to convert marketing qualified leads
to sales qualified leads.
I highly recommend you should watch the other videos
in this series first, before you watch this one.
So now that's done, let's start
(upbeat music)
In my last videos, we talked about top of the funnel
and middle of the funnel stages.
Now, at the bottom of the funnel,
prospects have researched their problem,
found out that they can get their problem fixed
and weighed different options or solutions.
And they're now in the decision stage and need some help
or convincing before they sign the dotted line.
Your job is to convert a marketing qualified lead
from a previous stage to a sales qualified lead.
How does this work in practice for a typical B2B business?
Scenario one, a visitor reads a blog article
in the top of the funnel stage
and also goes on to download a checklist.
Using marketing automation,
we can nurture this lead into marketing qualified lead
by offering engaging content via emails.
Using lead scoring,
we can identify which leads are marketing qualified.
Now, to identify them as sales qualified,
a couple of things have to happen.
The business development managers can check lead scores
or use other signals from LinkedIn for example,
to identify the company size industry,
years in business, et cetera.
They can also use a tool like HubSpot or ActiveCampaign
to understand which content the lead has downloaded
or which website pages they're viewed,
or which emails they've opened and clicked,
or whether they viewed trigger pages
that may indicate they're in a buying process for example,
solutions and pricing pages.
Once a lead has been identified as sales qualified,
the team can reach out to them via various channels.
We will discuss this shortly.
In the second scenario, a prospect
lands directly on your high intent landing page
and fills out a free consultation form.
We talked about this in our last video,
and we know these are marketing qualified leads.
Because these leads have shown high intent
by reaching out with a problem,
here the business development manager
can check for similar signals
and qualify them as sales qualified
and reach out to them to confirm if they're worth pursuing.
Comparing both these scenarios.
In the first scenario,
the prospect became marketing qualified lead
as a result of clever marketing automation.
While in scenario two,
prospect reached directly and enquired.
So both these scenarios play out slightly different,
but eventually ended up with a sales team
who will work towards converting them into paying customers.
Since sales qualified leads are ready to buy,
your aim should be now to offer them
more value by highlighting your value proposition
and how you're different from other vendors.
Here are some examples of bottom of the funnel content
that you can use to convert sales qualified leads
to customers.
For B2B consulting companies,
I would recommend using webinars,
specific case studies or success stories,
free consultations, reviews and testimonials,
new customer discounts could also help.
And for B2B SAAS companies,
my recommendation would be to use success kits,
discounts, bundled offers, comparison landing pages,
calculators, advanced eBooks, and explainer videos.
Just like in the middle of the funnel, marketing automation
can be your secret weapon to generate sales qualified leads.
For B2B consulting companies,
you surely need more touch points
but it can start with an email that offers resources
to further educate the prospect on the company
and also include a link to book a consultation call.
With clever lead scoring,
you can automatically nurture leads
and depending on their job title, industry, company size,
you can move them from the middle of the funnel stage
to the bottom of the funnel stage.
For SAAS companies,
market automation for sales qualified leads
could mean offering discounts, coupons, to nurture leads,
to buy or send reminders, to sign up for the full offer.
You can also combine retargeting with marketing automation
and make your campaigns stronger.
Show bottom of the funnel ads, showcasing discounts,
free consultation, et cetera,
to your sales qualified audience.
Marketing and sales teams
should work together to qualify marketing qualified leads
to sales qualified leads.
With the right tools in place,
sales team can check browsing history, email history,
download history and client activity
to learn everything they can about the prospect.
Their aim is to reach out to leads and do more fact finding
and learn more about the objectives
or the problems via phone.
So both email and phone calls can be used to chase leads
in a timely manner.
Nurture leads via LinkedIn.
You can add LinkedIn into the mix here.
You can send prospects messages on LinkedIn saying,
how you can help them.
As LinkedIn prospecting
and lead generation is a topic in itself,
I'll cover it in future videos.
When running Google ads,
you can target very high intent keywords
that show customers willingness to buy.
For example, when running ad campaigns for our agency,
we target keywords like hire landing page designer
or Unbounce landing page designer.
Where these keywords customers already know
what landing pages are.
They have a problem
with their existing webpages landing pages that don't work.
They're looking for a vendor or a specialist
who can help solve their problem.
So we send this high intent traffic to our landing page.
After filling out the form, we capture name, email,
phone number, and information about their project.
With some clever Zapier actions
we pull more information about the lead,
things like: number of employees,
industry, location, fit score, et cetera.
All these signals
help to qualify the marketing qualified lead
as a sales qualified lead.
If these leads are sales qualified,
we call them on the same day.
If they don't fit our qualification process,
we add them to our nurture sequence for qualification.
If you want to learn more about the SAP lead scoring system,
drop a comment below
and I will cover it in my future videos.
Hey, we are at the end of four-part series.
Before you go check out this mind map,
which shows various examples of content
you can use at each stage.
To make it easier for you,
I will group these four videos into their own playlist.
If you want to revisit it at any point, check them out here.
Until next time, take care.
(gentle music)