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).
B2B sales funnel is not much different.
In it's simplest form, it can be divided into 3 segments:
- Top of Funnel (TOFU)
- Middle of Funnel (MOFU) and
- 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).