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The MODERN Inbound THE NEW MARKETING MINDSET
SALES Funnel
1
THE JOURNEY … THE NEW MARKETING MINDSET
MODERN INBOUND SALES FUNNEL User behavior and customer purchase journeys are more complex today than they've ever been before. Modern consumers – especially those purchasing high-consideration or B2B products – look across a variety of media and conduct a lot of searches. Google reports that the average B2B researcher does 12 searches before they engage on a specific brand's site. They are seeking reinforcement and comfort not just from the information about the product, but also from the opinions of other customers.
AXIOM ADVISING
AXIOM ADVISING
Stimulus:Awareness ZMOT: Research ZMOT: Consideration
o
o
ZMOT: Conversion o
FMOT: Contact & Purchase
Content is king & Distribution is Queen when it comes to generating brandawareness. having engaging and informative content is key to B2B inbound marketing success. The topics and type of content should be based on solving industry issues.
Targeted distrobution of the content through Social media, email marketing and/or offline strategies is essential to driving awareness and guiding buyers down the conversion funnel
SMOT: EXPERIENCE
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AXIOM ADVISING
Stimulus:Awareness ZMOT: Research
Social media & SEO gets your product or service in front of business buyers. Ultimately guiding them into the conversion funnel.
ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE
AXIOM ADVISING
AXIOM ADVISING
Stimulus:Awareness ZMOT: Research ZMOT: Consideration
Relevant users that do not convert are lost opportunities. PPC & Remarketing is the next step after the initial Social Media program is in place.
ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE
AXIOM ADVISING
AXIOM ADVISING
Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase
Now that relevant users are coming in as a result of Social Media strategies, you’ll need to maximize the opportunities for users to convert. Especially since users on B2B sites rarely convert on the first visit. Any design or content changes to the site should also be A/B tested before being made permanent. It’s important to make design changes to a website to conform to user behavior changes
SMOT: EXPERIENCE
AXIOM ADVISING
AXIOM ADVISING
Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE
Time
% Increase
1 minute
391
2 minute
120
3 minutes
98
30 minutes
62
1 hour
36
Calling a lead within minutes of it coming in significantly increases your chances of closing compared to waiting 3 days
AXIOM ADVISING
AXIOM ADVISING
Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase
ADVOCACY When a decision makers get exactly what they want… They’re happy… And what happy decision makers do?….Recommend you to Colleagues!
SMOT: EXPERIENCE
AXIOM ADVISING
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