Top-of-Funnel Marketing Examples that Generate Leads
The B2B marketing is changing a lot. The conventional method of getting deep into the hard sell is becoming difficult to work. The new consumer is seeking to be empowered in their buying experiences and they want to be able to explore their choices on their own. It has been shown that 60% of prospects have to search a brand first, prior to making a buying decision and this is the reason why businesses need to produce informative and interesting content that will ultimately lead the potential buyer on his or her way to purchase and through the sales funnel.
Top-of-funnel (TOFU) marketing is critical in attracting the interest of a buyer who might not be conversant with your brand, product, or service. By appealing to a wide group of your customer base, you not only stand a chance of developing good leads, but you are also able to establish your business as a leader and an expert in its industry. TOFU content is a lead generation strategy; it creates an interest in what your company sells and gathers leads which the sales and marketing departments can then foster through the purchasing process.
This is interesting because 95% of marketers have already been working on the creation of top-of-funnel content, yet what does this actually mean in practice? TOFU content may be in numerous forms, such as informative blog posts, entertaining videos, informative infographics, and informative webinars. Every work is created not only to draw attention but also to be useful and thus forms the foundation of a relationship that is based on trust and authority. This does not only boost brand awareness but also creates a mutual ground that will result in conversions in future. With the changing nature of B2B marketing, it will be inevitable to adopt good TOFU strategies in order to compete favorably in the market.
What are Sales and Marketing Funnels?
Sales and marketing funnels, or conversion funnels are also referred to as conversion funnels and are visual diagrams that show the various stages that the potential buyers pass through before they eventually become customers. These funnels can be regarded as an important tool of comprehending and mapping the buyer path, which shows the level of proximity of a potential buyer to a purchase decision-making process. B2B Sales and marketing funnels in a B2B scenario offer your teams the much needed guidance they require to optimally make leads and work buyers through each of these vital processes.
The communication tools and touchpoints that marketers can use are emails, social media interactions, targeted advertisements, and marketing software that simplifies all these processes. Establishing a clear overview of what needs to be done at every level of the funnel, organizations are able to track their marketing activities, develop a stronger customer base, and make wise amendments that will increase their conversion rates. The probability of keeping track of the results is not the only thing that can be achieved through the understanding of these dynamics, which will also contribute to the creation of unique experiences that will satisfy the needs and preferences of potential buyers. Such a strategic orientation in the end predisposes a better likelihood of transformation of leads into loyal customers.
Sales Funnel vs. Buyer’s Journey
Whereas sales and marketing funnels indicate how a prospect can be converted into a customer, buyers journey is the specific process through which a prospect goes through to the stage of purchasing.
A buyer journey can be divided into stages, that is, awareness, interest, consideration, intent, and purchase.
Though a buyer journey is actually a more elaborate presentation of your sales and marketing funnel, they are not the same entity, and they do not inter-relate with each other.
What are the stages of a Sales Funnel?
You can split your funnel into three sections to optimize your marketing approach:
Top-of-Funnel (TOFU)
Top-of-funnel content targets buyers at the awareness stage. Perhaps your prospects have never met your business or heard of it at all, and this is where you get their attention.
One-quarter of B2B purchasers do their own research online and then they deliberate on making a purchase. You are not selling anything at this point. You are just raising brand awareness by producing useful, interactive, and valuable TOFU content that will do well in SEO.
Top-of-funnel content guides traffic down your sales funnel, e.g. to your web site, social media, or other content. TOFU content is useful in that it displays your knowledge and expertise, without going in to make the sale.
Middle-of-Funnel (MOFU)
The middle of the funnel buyers have already been exposed to your TOFU content, so the time to contact them has come. They know what your business is, but they may require additional training or convincing.
Explain why you are different than competitors using MOFU content, display your experience and foster your advantage. Examples include:
- Whitepapers
- Long-form videos
- Data breakdowns/data sheets
- Subscription-based newsletters
- Calculators
- Self-tests
- Checklists
Bottom-of-Funnel (BOFU)
Content at the bottom of funnels targets buyers who are at intent and purchase stages. They are willing to make purchases, and the deal is on the final lap- assist them to cross the final lap by demonstrating that you are the right fit to them.
Such assurance can be obtained with the help of individualized, interactive, and informative BOFU content. Examples include:
- Competitor comparisons
- Customer stories
- Information on use cases
- Pricing pages
- Loyalty programs
What is the advantage of great TOFU content?
This is one of the ways in which top-of-funnel content can be of benefit to your business.
Lead Generation
The amount of leads you will have will always be lessening as your buyers travel across the sales and marketing funnel stages. That is why the top of funnel content is created to appeal to the largest audience and create as many leads as possible.
Brand Awareness
Educational and useful top-of-funnel content can assist in solidifying your brand as the expert to turn to by the prospects. Through brand recognition, you will be the first thing in their minds whenever they are considering the products or services in your industry.
Solve a Problem
The future is seeking a solution to their issues. Thus, the top-of-funnel content is useful to ensure that your buyers can easily shift between the stage of seeing what is available and Tell me more.
Build Trust
With constant value addition to your prospects by providing the highest of the funnel content, you position your business as a respected authority in the field that you are in without bombarding them with sales messages.
SEO Competition
Due to the fact that most B2B purchasers conduct their own research over the internet and only then think of making a purchase, attracting TOFU material may guarantee that your business takes up the highest rankings in search results.
Assist Your Sales Team
Your sales team does not have to spend time on resources describing what your business does, why you are an expert and how you can help the buyer. This should be done by assets that are great top-of-funnel content.
Top-of-Funnel Marketing Examples that Generate Leads
What constitutes an effective top-of-funnel strategy? Here are eight examples of TOFU content crafted to generate leads.
1. Podcast
Oktopost has ensured that they have developed their own Radically Transparent podcast to give their listeners more insights into different issues and trends in the industry. The podcasts are a good top-of-funnel marketing tool due to their popularity since they are free to listen, and are therefore of universal interest. Also, the convenience of broadcasting and marketing of podcasts in a variety of platforms increases their extent greatly. This wide accessibility gives prospective buyers the ability to interact with what you are offering and become leads without having to feel compelled to commit to this on the spot.
These discussions can be used to demonstrate your knowledge and expertise in your field which can be used to build trust and credibility with your listeners. When you establish a relationship with the listeners, the podcast does not only inform them but it also makes them interested in trying your products or services once they are in a position to make a buying choice. The format attracts discussion and creates a community of active people who want to know what you have to say, which only helps to promote your brand in the industry.
In 2020, seventy-two percent of the population use some type of social media, and an astounding ninety-six percent of consumers claimed they consumed more video in 2020. The success of the video social media post by Squarespace as an outstanding piece of top-of-funnel content is supported by this video consumption explosion. Such posts of this kind will not only engage the audience but also can attract a big number of people, which will form a large pool of potential leads to the business. Through video content on social networks, Squarespace will be able to gain a strong presence and reach a broader demographic, which will eventually create brand awareness and customer interest.
3. Webinar/Event
Salesforce has created a face to face event and is aggressively marketing it on their social media. Events and webinars are great top-of-funnel tactics because they do not only produce quality leads but also introduce the potential buyers to the brand, making them consider participating in valuable exchanges. Besides the face to face networking, these face to face events could be recorded or even live streamed thus reaching a wider audience on the different online platforms.
Another option is also the webinars as webinars can be viewed and re-viewed by the participants, even after the live-session is over. This flexibility enhances the extent and influence of the event, and it is easier to connect with a wider audience of participants. There have never been more convenient and viable methods to market this kind of top-of-funnel content because of the abundance of online distribution opportunities, allowing a brand to reach more people and foster relations that can result in potential sales in the future.
4. Blog
As in the case of Hi Auto, the blogs will address the problems, frustrations or the topics that appeal to a potential customer. They form an important top-of-funnel brand asset, which lasts years. As an example, a cybersecurity company can write about phishing attacks. The brand of fitness may write about effective workouts. These posts create a flow of traffic, create authority, and teach people. You can always update your web and social media pages with new and interesting blog posts. This is a continuous process that keeps your brand up to date, visible and top of mind to the potential buyers who are seeking information and solutions.
5. Video
Vimeo has also developed a video template and a sample video to demonstrate how their platform can be successfully used by potential buyers. This project is a new top-of-funnel lead generation approach since Vimeo is presenting its product in a very visualized, informative and easy to understand way. With a free video template, the potential customers will not only get a useful tool free of charge, but they will proceed in the sales funnel and enter the next stage of interaction with the brand. This will help to get attention, but also create trust as customers will be able to experience the visible advantage of using the tools of Vimeo. It promotes communication and creates a feeling of connection which may result in conversion.
6. Demo
Product demos offer potential customers the opportunity to experience a product or service firsthand, enabling them to assess it before making a purchase decision. As an impactful top-of-funnel content strategy, demos are highly effective in generating leads. They allow sales teams to address concerns and objections by demonstrating the product’s capabilities through real-world examples.
Companies such as Filevine offer virtual demos sent through email, allowing potential buyers to explore the product without feeling pressured—a perfect strategy for those in the initial awareness phase. This method offers prospects an opportunity to investigate with minimal commitment. On the other hand, arranging one-on-one demos works better for middle-of-funnel buyers who have shown interest and are nearing a purchase decision. These personalized sessions provide a more detailed examination of what the product has to offer regarding features and benefits.
7. Infographic
Accenture has effectively leveraged an infographic to provide a compelling visual representation of crucial information they wish to communicate. Infographics are excellent top-of-funnel content as they simplify complex concepts, making them accessible and easy for a broader audience to understand. By combining engaging visuals with concise text, Accenture transforms potentially overwhelming data into easily digestible pieces that can be quickly grasped. This tactic helps strengthen their industry leadership position by associating their brand with innovative AI solutions in the minds of potential buyers.
This strategy not only boosts their credibility but also encourages prospective clients to view Accenture as a leading resource for cutting-edge technology and insights. Through this medium, they generate interest and engagement, laying the groundwork for future interactions and deeper discussions about what they have to offer.
Trendemon & TOFU Content for Lead Generation Success
Top-of-funnel content is perfect for drawing in a broad spectrum of potential customers. By implementing an effective TOFU strategy, you can establish strong connections with your audience and produce high-quality leads through various formats such as informative blogs and captivating podcasts. Remember, experimentation plays a key role—don’t hesitate to try different approaches to discover the most successful methods for lead generation.
How can you efficiently monitor all your top-of-funnel content and assess its performance? How do you ensure that your content strategy effectively guides buyers through your sales and marketing funnel? This is where Trendemon becomes invaluable.
Trendemon enables you to effortlessly map your buyer’s journey and assess the ROI of your content marketing, all from a single platform. Enhance your top-of-funnel content by promoting it through the most effective channels, track key metrics, and navigate your audience down the sales funnel by delivering targeted content at precisely the right moment.
