Lead generation content formats and types to convert your B2B audience [Marketing Funnel II]

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The conversion funnel and the specific content marketing formats for each stage of the Marketing Funnel remain an enigma for many. Furthermore, the funnel and its phases can vary depending on the industry and especially when we talk about B2B or B2C.

But despite this, the marketing funnel is a critical element of Inbound Marketing to accompany and guide our potential customers throughout the entire purchasing process in a progressive manner. That is, from the moment that potential customer becomes aware of our brand, becomes interested in it and interacts with it, until they convert and become a customer in their own right. It is important to keep in mind that this process occurs almost naturally, without putting pressure on that potential customer.

In this article, we'll go into more detail about what the marketing funnel is and what its different stages are. In particular, we'll look at the second phase of the funnel, also called the Middle of the Funnel (MOFU). We'll talk about what happens at that point and what content marketing formats are most appropriate to get that lead to move on to the next stage. But first, let's look at what the conversion funnel is and why it's important to have quality content targeted at each of the stages.

What is the conversion funnel?
The 'marketing funnel' or conversion funnel is literally the figure of a funnel where we visualize the steps that our ideal client or buyer persona must follow until becoming a client. In each step that this potential client takes, there is an objective behind it, associated with our marketing strategy for lead generation . These actions on the part of the user can be simply getting to know us, giving a like, commenting, registering, downloading or buying a product.

If you're interested in learning more about lead generation, check out our article on how to structure a Lead Nurturing plan in 7 steps.

The stages of the conversion funnel are:
TOFU (Top of the Funnel): is the first contact that a potential client has with our brand or company.
MOFU (Middle of the Funnel): the user or potential customer is evaluating several purchase options.
BOFU (Bottom of the Funnel): is the moment of closing the sale.
As we said before, it is a funnel and it is called that because the first part is about reaching the largest number of potential clients. This number will be reduced as we move on to the next stage. This does not mean a loss of efficiency, but rather a natural filter that causes the most qualified users to reach the last stage of the funnel.

Content marketing formats
The phases of the Marketing Funnel are TOFU, MOFU and BOFU.
Why is it important to have an Inbound Marketing strategy in B2B?
According to research by Gleanster , 50% of potential customers are not ready to buy when they first encounter a business. That makes it even more important to guide them through the purchasing process.
The sales cycle for B2B companies is longer than for B2C companies. It can take an average of 6 to 12 months for a potential customer to become a customer.
As it is a relationship between companies, in most cases there are many points of interaction or 'touch points'.
In B2B, the decision-making process is made by an average of 5.4 people. In B2C, the decision-making process is made by a single person, who generally has no contact with the sales department of the company.
Given the length of the sales process, the customer is guided through the funnel and in that process, a relationship is generated.