How to Create Full-Funnel B2B Marketing Strategy for 2023

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How to Create a Full-Funnel B2B Marketing Strategy for 2023.
Too many B2B companies think that GTM strategy is a 40-page document about mission, values, and other corporate fluff nobody cares about.
GTM strategy is being crystal clear about:
- Who are you going to market?
- How are you going to stand out and differentiate your product while resonating with target buyers?
- Where these buyers are searching for professional information and how do they buy?
- How are you going to attract their attention and make them interested in your product?
- What skillset and budget do you need?
- How will you measure the efficacy of your strategy?
While it sounds obvious, most B2B companies I know can't clearly answer these questions.
Here is the framework we use.
1. Full-funnel analysis and sales pipeline velocity to understand:
- Where we are currently
- What realistic revenue goals can we set
- Weakest stages of the full funnel
- How do we grow currently
2. Market segmentation including:
Revenue from different markets and segments,
Market/vertical segmentation scoring to find the most lucrative segments
3. Customer research to:
Understand how customers are buying and channels they use
Who is involved in the buying process
Value they get from the product and how they see it is different from the competition
4. Ideal Customer Profile based on the customer research:
Ideal account description
Buying committee structure
Account segmentation
5. Positioning and unique value proposition.
Both are part of your marketing message which communicates why your product is different and worth buying.
6. Buying process.
Based on customer interviews, we extract different triggers that motivate buyers to start looking or learning more about your product.
For each trigger, we map out the steps they take. For each step, map out:
- Buying committee members involved
- Information they sought
- Critical questions, concerns or doubts they had
7. Full-funnel marketing plan including:
- Awareness campaigns
- Demand generation
- Demand capturing
- Activation programs
- Client success
- Expansion
- Channels & communities
8. Budgeting and team set up:
Playbooks
Skillset and responsibilities
Budget
9. Metrics.
Campaign measurement report & target metrics
Integrated revenue report
10. Team alignment and buy-in.
TLDR;
Forget about linear marketing and sales processes.
For stable long-term growth, you need to know your best customers, and how they buy and adopt your marketing & sales.
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P.S. Join me and Vladimir Blagojević to take a deep dive into our B2B marketing strategy framework.

[@IsaOscar]

Thanks for the insightful content! I am a marketing guy for an LED Lighting manufacturer. We mostly sell to Electrical Contractors and Energy Efficiency Consulting companies. I am struggling to identify key marketing activities I should focus on. Is it email, is it social media posts, is it paid ads. What would you recommend focusing on for my specific case? Thanks!

[@Fullfunnelio]

It all starts with an understanding of how your customers are buying. Interviewing your customers is the only way to understand how they research & buy products like yours, and what influences their buying decisions. Here are 6 groups of questions you’d ask your customers during the interview.: Buying triggers. What leads them to start looking for products like yours? Research process. Where and how do they search? What information are they looking for? What questions do they have when evaluating and comparing different products? Decision-making process. What influences their decision? Who is involved in approving the product purchase? Value. What business outcomes does the product generate for your customer? Functionality. What are the business needs to use the product? What challenges does your product solve? Channels. Where do your customers get industry or professional information? Who do they follow? Check this guide where we are diving deeply: fullfunnel.io/gtm-strategy/

[@IsaOscar]

@@Fullfunnelio Sir, this is gold! Thank you so much!

[@Fullfunnelio]

@@IsaOscar you're welcome