Flipping the funnel – B2B

We all know about ‘the funnel’, it has always been a useful mindmap in marketing for both its ease and universality but here at Opticomm we have found the traditional funnel from a vertical top to bottom for B2B is not only not relevant but can lead to investment in the wrong channel, format and message.

The main issue is B2B marketing and media has been playing second fiddle to B2C and we carry over our thinking from B2C to B2B but B2B is different. There are lots of factors that make it so but one of the biggest ones is ‘talking to the market’ and how that changes the format and the optimisation we choose.

Potential customers for large scale B2B purchase decision are rarely ‘in market’ – this means the traditional online/social methods of optimising to CTR% and engagement will likely either ‘not work’ or be seen as ‘not working’. To make a B2B digital campaign strategy deliver to business goals (not the usual marketing ones) we need a totally different approach, campaign flighting, format selection and method of measurement. It means we need to flip the funnel and then plan accordingly.

To find out what that means for the detailed plan get in touch