In the marketing landscape, MOFU is an opportunity to build meaningful relationships, increasing lead conversion. How can you make the most of this phase?

With the ongoing digitization, the buyer’s journey continues to shift and evolve. When you are at the MOFU phase, your potential customers have gone past the initial awareness stage. They are now at a point where they are seriously considering purchasing your offerings. In this middle stage between TOFU and BOFU, potential prospects know your brand and have shown interest in your product or service. But they are looking at various options to make the best purchase. It is also the phase where they perform a comparative analysis with the competitors. For this reason, MOFU is known as the consideration phase of the sales funnel.  

At this point, supplying some information that will help them make an informed decision. Your marketing strategy targeting the mid-funnel must balance a solid foundation with flexible strategies.

Utilizing the potential of middle-of-the-funnel

The key ingredient of acing MOFU marketing comprises delivering content that conveys the right solution to your prospects. You need to provide them with detailed information about your offerings, or some added value to engage them. Amplify your mid-funnel content by making it more helpful and informative, without being too sales-y. Your target audience must feel like your offerings are providing some value. And it’s not some aggressive sales pitch. When you launch relevant and value-rich content, prospects are likely to respond positively to them.

While providing useful data, focus on building relationships with potential customers. You can achieve this through personalized emails or social media messages. Using these initiatives, you want your prospects to become excited or motivated to read the messages or posts. Building strong relationships with your prospects cultivates trust in your brand, making them more likely to purchase your offerings.

Mid-funnel buyers involve more thorough research from the prospects’ end before they go ahead and leap into that final decision to buy. Utilize this crucial point to stand out from the other brands, so the prospects choose you over the competitors. The mid-funnel content should revolve around delivering solutions that address the audience’s pain points. You should be able to help the MOFU buyers find the right solution through your content.

MOFU Marketing Tactics

Prospects entering the middle-of-the-funnel may not be familiar with your products or services. So, your main objective here is to enhance customer-brand relationships. By implementing this approach, your team can establish its authority in the market. The mid-funnel phase is also the perfect time for you to start nurturing leads who may not be ready for a sales discussion yet. Implementing a robust content marketing strategy can be a great tool to showcase the value of your brand. To accomplish this, your marketing strategy should be research-based and involve educational content, thought leadership, and case studies.

An effective MOFU content marketing helps you close the gap between the initial curiosity the audience feels when they engage with a brand’s content and the final sale. The leads you have at this stage are in the consideration phase of the customer journey. Your marketing team needs to produce educational content that engages the audience to your brand, increasing the lead conversion.

Key Elements of Successful Mid-Funnel Content

An effective mid-funnel content must be educational and highly persuasive while being target-specific. When you create materials with all these components, there is a better chance that your customers will resonate with your brand, causing them to convert into leads. Let’s look at each of these elements more closely.

Educational and brand-specific

Considering the prospects in your MOFU, they already have a solid understanding of your brand and its offerings. But what they need to dive into is how your company is different from the competitors and why they should go for your product/service. That is why, when creating content, make sure it is more sophisticated and informative, discussing your USPs.

Highly-Targeted Content

At its core, middle-of-the-funnel is your chance to add prospects in your sales cycle who are already interested in your offerings. Utilize this aspect of the sales process as an opportunity to drive more organic traffic to your site through engaging content. However, there is a stark difference between actionable insights and consumers casually seeking a solution. To garner customers likely to convert into paying accounts, you will want to create targeted content, supplying them with specific information that adds value and addresses a problem faced. 

Engaging Content

In the MOFU phase, your content needs to hook prospects for the long haul, inviting them to explore more about your company and its products or services. When developing your content plan for the mid-funnel phase, ensure that you provide enough data that gives them confidence in your brand to solve their problems. Showcase your unique capabilities and publish various forms of content demonstrating your expertise. A gentle push is all you need at this stage to convert into leads.

Types of content for effective MOFU marketing

Middle-of-the-funnel marketing requires certain forms of content to create an impact. These are some examples to educate your audience with the resources they need.

Case Studies

Through case studies, you can offer insightful explanations of how your offerings will make a difference and what new it is providing that other brands are now. You can highlight success stories or discuss applications of your products or services. This will let potential customers understand how you helped their existing clients achieve business goals. When creating case studies, demonstrate data such that your customers feel connected. They will want to see how the success of other brands can relate to them.

White Papers

The core mission of launching whitepapers is to draw light on a specific pain point and promote an approach you used to overcome the hurdle. As a brand that wants to stand out, you must publish white papers on your website and share them in your email campaigns. You must ensure they contain valuable, concrete facts, and statistical data that give your offerings a steady skeleton. If engrained with the right ingredients, white papers allow your prospects to grasp first-hand the benefits of your solutions.

Email Campaigns

Target-specific email campaigns provide an easy and effective route to reach many prospects. For instance, if you can garner more email open rates, it implies that your email marketing campaigns are making an impression to lead to actions. You can also look into email newsletters to compile value-added information to provide details about your brand. These campaigns can be curated to provide insights to move leads further into the funnel. The standout feature of emailers is they allow you to send multiple messages in one go.

Blog Posts

Whether you are a new brand or have established your brand voice strongly in the market, blogs are a useful catalyst to amp up your sales funnel. You can curate articles as per your audience, trying out different lengths and formats while you do so. Each blog is customizable plus easy to consume. The best part of blogs is updating informational content that your prospects will consume. If your blogs have unique insights, they also give you a cutting edge. Enrich your blogs by adding more SEO keywords and relevant links to increase search rates.

News Articles

Publishing curated news pieces could open another doorway of communication with your target audience. While launching this content form, obtain a content license from a trusted source that helps you share timely and reliable updates. In this way, you can enhance brand credibility among your prospects.

Summing up,

The middle-of-the-funnel is one step ahead in the sales funnel. Your prospects have surpassed the getting-acquainted-with-your-brand phase and are seriously considering choosing your brand. This phase is all about them researching and comparing across competitors to decipher which brand makes the best fit for them. The way for your brand to shine in this stage is to provide content that enlightens them on how your brand’s offerings will solve their pain point. You can retain more leads past the MOFU phase by launching value-rich content that highlights your services and offerings. It is a great stage in the funnel to increase lead conversion by planning and delivering content that matters.

ABM strategies target specific companies with personalized campaigns creating more meaningful connections. Unlock the power of ABM to supercharge your B2B marketing efforts.

Converting high-value leads into clients can be challenging for B2B entities. The secret is to develop personalized experiences for customers that not only engage more B2B decision-makers but also result in better ROI. ABM, or account-based marketing, is a B2B sales and marketing approach that calls for both teams to work together to engage certain target accounts that are seen to be a strong fit for the brand. It’s a potent, laser-focused strategy that aims to close business with certain, high-value prospects. As it enables businesses to focus on best-fit accounts, it is swiftly rising to the top of the marketing game.

In this blog, we will define ABM, discuss its advantages, and provide you with concrete methods for developing your own ABM strategy.

What Is Account-Based Marketing (ABM)?

ABM is a type of business marketing approach that focuses resources on a particular segment of target customers within a market. In order to engage each account, it uses customized campaigns that base the marketing pitch on the particular characteristics and requirements of each account. ABM goes beyond simple lead generation to take a more comprehensive approach to marketing. One of the keys to generating the maximum value from your top accounts is marketing to current client accounts to drive upselling and cross-selling.

Benefits Of Account-Based Marketing

Aligning Sales and Marketing

ABM necessitates a focused effort from the marketing and sales teams, which can be difficult for some. In order to ensure that the appropriate data-driven decisions are made throughout the sales cycle, sales and marketing must be in alignment at the outset of the ABM campaign.

Better ROI

Compared to conventional inbound and outbound B2B marketing initiatives, ABM is more specific, customized, and efficient. Because of this, it produces the highest ROI among B2B marketing strategies while also increasing performance. Fewer opt-outs and better response rates are typical features of ABM campaigns.

Shortened Sales Cycles

ABM expedites the sales process by removing unqualified leads very early on. Marketing and sales teams can concentrate on those prospects that are most likely to convert and offer those accounts the most individualized experience to help them convert rapidly.

More Effective Marketing Initiatives

Due to the hyper-targeted nature of account-based marketing, you won’t spend money on leads who aren’t qualified. Your efforts will be more successful if you can target accounts that suit your objectives. Only the most qualified and sales-ready buyers will ever enter a marketer’s funnel.

Implementing An Account-Based Marketing Strategy

• Identify the extremely significant accounts you want to focus on. Your business will profit the most from these valuable accounts, so you must deliver top-notch service. Concentrate on the requirements of your important clients.
• Research all of your intended accounts. Evaluate the stage of each account’s buyer journey and note each customer’s pain points and needs to successfully deploy ABM.
• Create campaigns that are customized. It’s time to start creating content to capture the interest of the accounts you want to target once you have thoroughly researched each possible customer. Create customized marketing that speaks to the requirements of your important accounts.
• Start your personalized campaigns. If the content you have developed for each account is ready to go, you can launch your campaigns. Make an effort to address client concerns and deliver trustworthy experiences.
• Assess the effectiveness of your campaigns. Utilize analytics to gauge each campaign’s effectiveness and learn more about your approach. Determine what is appropriate and inappropriate to do in the upcoming campaigns by analyzing the data presented.
• Now that the procedure for implementing a strategy is apparent, you can start using ABM right away.

Summing Up

One aspect of account-based marketing strategy frequently gets overlooked in discussions. It can be easy to lose sight of the fact that you are still interacting with people when you have access to so many tools and information. Regardless of who your target market is, we are all still individuals selling to other individuals.

Keep in mind that people, not businesses or metrics, are your main targets while you carry out your ABM strategy. Pay attention to the people who are likely to choose to buy your products or services. Your efforts to develop relationships with the people on your target accounts list will be more genuine and successful if you connect the dots and have a comprehensive understanding of each person.