What content for your B2B Marketing Funnel?
Posted: Sun Jan 05, 2025 8:40 am
There is the Top of the Funnel.
There is the Middle of the Funnel.
And finally, there is the Bottom of the Funnel
Create a B2B Marketing Funnel
The further down the funnel you go, the closer your contacts are to becoming customers.
Naturally, a person does not have the same needs and expectations in content depending on whether they are at the Top, Middle or Bottom of the Marketing Funnel.
So what marketing content do you absolutely need to offer to convert your visitors into leads and then into customers?
Let's see.
The content formats to favor in your Marketing Funnel
A study carried out by DemandGen reveals the different contents favored by the india email list B2B decision-maker in their purchasing considerations.
Decision-makers’ favorite content in the marketing funnel
In sky blue, the Top of the Funnel, in dark blue the Middle and in black the Bottom of the Marketing Funnel.
The content favored by the decision-maker at the start of the Funnel:
Infographics;
B2B news sites;
Podcasts;
E-books;
Newsletters;
The content preferred by the decision-maker in the middle of the Funnel:
The analyses/studies;
Webinars;
Interactive content;
Case studies;
Blogs;
The content preferred by the decision-maker at the end of the Funnel:
ROI analyses;
Case studies;
Comparisons/evaluations;
Colleagues/network;
The analyses/studies;
The top contents of the Funnel according to the time spent by the decision-maker
To take the reflection further, it may be interesting to study the average time spent by decision-maker per content format.
Marketing funnel contents according to time spent viewing
According to the study, we notice that the contents on which the decision-maker spends the most time are:
Webinars;
The analyses/studies;
Case studies;
For some content formats, the decision-maker spends less than 5 minutes consulting it.
These contents should therefore be prioritized at the beginning of the Funnel, when the decision-maker is not very engaged with you and in their purchasing considerations:
Infographics;
Videos/motions;
List articles (Top 5 blah blah blah, Top 8 blah blah blah, etc.);
Top 5 Internally Shared Content That’s Important for Your Funnel
As a B2B purchasing process is long and complex, and above all it is generally carried out by several people, it may be interesting to know the content formats that are most often shared internally.
the most shared marketing funnel contents
Blog articles are the most shared content internally (74%) and are therefore essential for your Marketing Funnel.
Then, almost equal, we find 4 popular content formats:
Case studies;
Infographics;
White papers;
Webinars;
In conclusion
To implement an effective marketing strategy, your Funnel must be regularly fed with high value-added content.
In addition to the right format, it is essential to offer your target audience content that answers the questions they ask throughout the purchasing journey.
There is the Middle of the Funnel.
And finally, there is the Bottom of the Funnel
Create a B2B Marketing Funnel
The further down the funnel you go, the closer your contacts are to becoming customers.
Naturally, a person does not have the same needs and expectations in content depending on whether they are at the Top, Middle or Bottom of the Marketing Funnel.
So what marketing content do you absolutely need to offer to convert your visitors into leads and then into customers?
Let's see.
The content formats to favor in your Marketing Funnel
A study carried out by DemandGen reveals the different contents favored by the india email list B2B decision-maker in their purchasing considerations.
Decision-makers’ favorite content in the marketing funnel
In sky blue, the Top of the Funnel, in dark blue the Middle and in black the Bottom of the Marketing Funnel.
The content favored by the decision-maker at the start of the Funnel:
Infographics;
B2B news sites;
Podcasts;
E-books;
Newsletters;
The content preferred by the decision-maker in the middle of the Funnel:
The analyses/studies;
Webinars;
Interactive content;
Case studies;
Blogs;
The content preferred by the decision-maker at the end of the Funnel:
ROI analyses;
Case studies;
Comparisons/evaluations;
Colleagues/network;
The analyses/studies;
The top contents of the Funnel according to the time spent by the decision-maker
To take the reflection further, it may be interesting to study the average time spent by decision-maker per content format.
Marketing funnel contents according to time spent viewing
According to the study, we notice that the contents on which the decision-maker spends the most time are:
Webinars;
The analyses/studies;
Case studies;
For some content formats, the decision-maker spends less than 5 minutes consulting it.
These contents should therefore be prioritized at the beginning of the Funnel, when the decision-maker is not very engaged with you and in their purchasing considerations:
Infographics;
Videos/motions;
List articles (Top 5 blah blah blah, Top 8 blah blah blah, etc.);
Top 5 Internally Shared Content That’s Important for Your Funnel
As a B2B purchasing process is long and complex, and above all it is generally carried out by several people, it may be interesting to know the content formats that are most often shared internally.
the most shared marketing funnel contents
Blog articles are the most shared content internally (74%) and are therefore essential for your Marketing Funnel.
Then, almost equal, we find 4 popular content formats:
Case studies;
Infographics;
White papers;
Webinars;
In conclusion
To implement an effective marketing strategy, your Funnel must be regularly fed with high value-added content.
In addition to the right format, it is essential to offer your target audience content that answers the questions they ask throughout the purchasing journey.