My first experience with a lead funnel was the IBM Signature Selling Methodology. I was struck with what a simple illustration this was to such a complex challenge – how do you get companies to buy expensive stuff and people to bet their careers on it?
While IBM’s SSM is essentially a sales tool, B2B marketers face the same challenges, and, because of the maddening complexity inherent in that simple question, a well thought-out funnel can be a useful planning tool to making sure you align all the many facets of sales and marketing you have to get right to close business.
Of course, once you map out your funnel, you’re not done. Like a good diet and exercise plan, you have to continue to optimize your funnel. To help you do just that, the MarketingSherpa team has put together the below infographic and has taken a funnel optimization approach to the content at B2B Summit 2011 in Boston and San Francisco.
“The infographic was developed from the results of our upcoming 2012 B2B Marketing Benchmark Study,” according to Jen Doyle, Senior Research Manager, MECLABS. “This study focused on identifying the most effective strategies and tactics for attracting and converting the modern B2B buyer, and benchmarking B2B marketing performance. It represents the scope of our study, which dissected all stages of the funnel, from lead generation to sales conversion.”
Yet, to optimize a funnel, first you have to have a funnel. And what surprised me most in the infographic is that 68% of organizations have not identified their funnel. (The other thing that surprised me is that only 76% of B2B marketers do not use a marketing automation software solution. Looks like a lot of ripe opportunities to Marketo, Eloqua, Genius, Silverpop, Pardot, and all the other platforms out there).
“When I see statistics showing that the majority of B2B marketers have not started using marketing automation software, or defined their funnels, I take that as an opportunity,” Jen agreed. “There is no doubt that B2B marketing is immensely challenging right now, but for those who do break through boundaries and put in the work, there is great opportunity to become true contributors to success, recognized leaders in the industry, and champions over the competition.”
What data from the infographic surprised you the most? How are your efforts at optimizing your funnel progressing? Let us know in the comments section below.
Daniel Burstein, July 29th, 2011
