Is the marketing funnel still fit for purpose?

Is the marketing funnel still fit for purpose?

Summary: Explore why the traditional marketing funnel falls down and a new way of approaching SaaS marketing

Main Body of Content:

Is the marketing funnel still fit for purpose?

I’d argue no.

Do we really subscribe to the idea that we can force someone through a multi-stage funnel?

Think about it this way. A prospect in your market is either actively buying, or they’re not. They’re in or out. It’s as simple as that.

So you need to be in two modes: Capture demand (they’re actively buying), or create demand (they’re not actively buying).

Capture demand:
Using channels such as search (organic and paid) to be visible for high-intent, highly relevant category-focused terms. Look to create direct lines between these search terms, your solution, and revenue.

Note: Everyone is looking to capture demand, it’s highly competitive, expensive and typically just 3% of your market. It’s important to be visible, but if you’re on a limited budget, pick your battles.

Create demand:
Using your digital marketing ecosystem to stay front of mind. This isn’t about a 5 email nurture sequence pressuring them to convert - those days are gone.

It’s using all digital channels at your disposal to be visible. It’s about being an expert, being genuinely useful, showing them how to solve their pains (or making them realise it’s a pain in the first place), and reminding them how you solve them.

Huge opportunity lies in creating demand, and it’s an appreciation that they’re not actively buying right now, you’re not trying to force them into it, but when they do become in-market, you’re the one that’s top of mind and they reach out to you.

A funnel could still work in demand generation — but it definitely needs simplifying and moulding to how B2B buying journeys work today.