To Funnel or Not to Funnel: B2B Marketing as a Growth System

Monday, October 21, 2019

B2B Marketing is not just about generating lead, nor is it something you need a marketer for. 

In this article, you’ll find where marketing can help sales and why it is often better not to leave it for marketing professionals.

Your Marketing is not a Funnel

You have probably seen your fair share of marketing funnels like below (or google  “B2B marketing funnel” and switch to image search).

Funnel or not to Funnel

B2B sales funnel is not much different.

In it's simplest form, it can be divided into 3 segments:

  1. Top of Funnel (TOFU)
  2. Middle of Funnel (MOFU) and
  3. Bottom of Funnel (BOFU) activities.

Top of funnel to attract prospects, middle of funnel to educate them and bottom of funnel to make you trustworthy, to put it simply. The marketing funnel is mostly about generating leads.

This is ok, if you focus heavily on new customer acquisition. In that scenario, your marketing (and sales) won't be that far from the funnel model.

But focusing too much on new customer acquisition is usually bad business.

However for most B2Bs the money really comes from repeat sales to existing customers, not from acquiring disposable customers (which is often bad business). 

Content Marketing as a Way to Go Abroad [VIDEOBLOG]

Wednesday, January 16, 2019

For many businesses going abroad is a challenge. Antti Pietilä, CEO of marketing automation software company Loyalistic, and his guest Jos Schuurmans, founder of digital marketing consultancy company Cluetail, talk about how reaching the international audience can be made easier by using content marketing.

3 Content Marketing Pitfalls to Avoid

Wednesday, January 02, 2019

This blog is based on my answer on Quora.

For small and medium-sized businesses, typical pitfalls are often quite different than those of larger businesses, especially in business-to-business operations.

In such SMB B2B context, content is often produced by substance experts, not professional content writers, as such a content requires deep expertise. At the same time, smaller organisations seldom have budget for a full time content creator who is both professional in the subject as well as in content production, and such skills are almost impossible to find from freelancers or agencies. Sure, not all B2B content requires an expert, but most do. As experts are often well educated, learning to write is a lot easier than turning a writer into an expert.

If your content team consists of substance experts, not professional content writers, the pitfalls are as follows.

Grow your business by following the top notch advice picked up at SaaStock18

Monday, November 19, 2018

We just got back a couple of weeks ago from SaaStock 2018 in Dublin, Ireland where we had a chance to listen dozens of keynotes from world's leading Software-as-a-Service leaders, thinkers, doers and financiers, and share thoughts with fellow entrepreneurs, marketers and CTOs.

SaaStock here we come

Should you be interested, if SaaS is not your line of business? Very much so. If you want to see the future of B2B sales, marketing and growth, there it is.

If SaaS is your line of business, you can skip straight into what were the key take-aways, was it worth it, and are we going back in 2019? 

SaaS business is years ahead of other businesses in sales, marketing and growth

For the last 20 years, I have been working with leading companies in both B2C and B2B in sales and marketing: consulting, designing tech solutions etc. I have read over 500 business books, wrote over 200 blog posts about customer loyalty and worked with the best consultants, tech and agencies in that space.

Then a few years ago when we started building our own product, I wanted to learn everything I could about how to succeed in SaaS business.

The Biggest Mistakes a SaaS Company Can Make, And What You Can Learn from Them

Wednesday, September 26, 2018

As the founder and chairman of The Finnish Software Industry and Entrepreneur Association's (Ohjelmistoyrittäjät ry) SaaS club, I have followed quite many Software-as-a-Service companies and entrepreneurs over the last 8 years, seen many to succeed, and many more who haven’t. So what are the biggest mistakes I have seen? This post is based on my answer to that question on Quora.

Although the question was about SaaS companies, my answer may be relevant to you as well even if you are not in SaaS business.

The biggest mistakes are made when laying the foundation

Oh boy, the amount of mistakes a SaaS company can and will make are numerous. The really successful ones must have made thousands of mistakes, and navigated through them the most to get to the top. The faster you grow, the more mistakes you are likely to make, as decisions have to be done at high speed with very limited information. It's a small wonder they even survive.

But one might argue these are not mistakes, but experiments, and the purpose of a startup is to learn fast. To learn fast, you have to experiment a lot and fail fast.

However, let's forget the variety of mistakes and zoom into the the topic of biggest mistakes. And these mistakes are made early on while the foundation is layed.

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