Don't focus only on BOFU

It's not TOFU, MOFU or BOFU anymore

Today It's all about FUFU

FUFU = Full Funnel Marketing 🚀🚀

What is full funnel marketing?

A roadmap for engaging & nurturing potential buyers throughout the entire buying process

Full funnel marketing encompasses all levels of the funnel

• top-of-funnel (TOFU) - awareness and consideration
• middle-of-funnel (MOFU) - evaluation and decision making
• bottom-of-funnel (BOFU) - purchase and advocacy

How I like to put a full funnel is:

FUFU creates brand awareness while generating new sales opportunities for you

Yes, why would you miss out on people based on their place in their buying journey?

Every account with some intent holds the potential to be converted into a customer

Why should you do full funnel marketing?

The question is not: Why should you do full funnel marketing?

The question is: Why should you NOT do full funnel marketing?

Today than ever, it is more important to engage with potential buyers at every stage of the buyer journey

If you're thinking:

Buddy, just focusing on BOFU accounts is difficult enough for me

How am I supposed to focus on FUFU diligently? 🤷‍♂️

I have a simple answer to this:

If you are not doing full funnel marketing…

You are missing out on a significant opportunity to close deals (both short & long run)

I am sure you have this next question in mind

How is full funnel marketing different from other marketing approaches?

Traditional B2B marketing approaches often focus on the bottom of the funnel

This means focusing on generating leads “that are ready to buy”

However, this approach can be ineffective, as it ignores the vast majority of potential buyers who are still in the early stages of the buying process.

Full funnel marketing is different because it takes a holistic approach to the buyer journey

Here you engage with potential buyers at every stage of the buyer journey

From awareness to consideration to decision

This surfaces great opportunities from the TOFU and MOFU accounts

Ones you would be missing out on in your usual BOFU oriented ABM strategy

How to implement full funnel marketing?

Where there's a will there's a way

Let me give you a straightforward reference

Start visualizing your full-funnel strategy with a customer journey matrix like this:

A matrix like this also helps content teams understand gaps in their content library

In this example, because case studies for IT & Healthcare Industries aren’t available

They’re running a general customer review ad while they build those case studies

Before we forget:

This is a very simplified example of the kinds of progressive campaigns you can run

There are a number of other steps that should take to implement full funnel well:

1. Define your buyer personas: Who are you trying to reach with your marketing? What are their needs and challenges? This would make you a much better marketer.
2. Map out the buyer journey: What are the different stages that potential buyers go through before making a purchase? This would directly impact your marketing impact revenue.
3. Personalized messaging: Create content & messaging that is relevant to each stage of the buyer journey. If you're an experienced marketer you gotta crack this.
4. Multichannel approach: Use different channels to reach potential buyers. Don’t put all of your eggs in 1 basket alone
5. Use intent data: Use 1st party & 3rd party intent data to reach out to your best-fit future customers at discrete sales stages.
6. Track & iterate: Track your results and measure your progress. Tweak your marketing efforts based on real-time engagement data

Most importantly: Move your buyer from one stage to the next:

Watch the full video of our discussion on engagement matrix with Mark here

What do other B2B marketers think about full funnel marketing?

Listen to what Vladimir Blagojević, co-founder of Full Funnel.io has to say:

Full funnel marketing is a powerful tool that can help you

• Generate more leads
• Nurture relationships
• Close more deals

If you are not already doing full funnel marketing, now is the time to start.

It's like a puzzle, with each piece playing a vital role in creating the complete picture

The top of the funnel is like the frame of the puzzle, providing structure and support.

The middle of the funnel is like the inner pieces of the puzzle, filling in the gaps and adding detail.

The bottom of the funnel is like the final piece of the puzzle, completing the picture.

That’s the full funnel approach.

Before you go, our B2B cartoon series “MarketingTales” has something to say:

Watch the full cartoon here