Bye Funnel, Bye Friction!
Dead or alive, the funnel is a problem because of the friction it adds to the buyer experience. And when times get tougher – like right now –- friction is your marketing’s worst enemy.
The real shift in B2B marketing
For years we’ve been told that the shift is from lead generation to demand generation. But now that times are tough, everybody sees that “creating demand” is far less feasible than advertised.
Simply educating buyers and trying to convert them throughout the funnel is not what will get you the new customers you need. B2B marketing is harder than that. We must remove friction.
Welcome to Low Friction Acquisition
Low Friction Acquisition
with Elevate Demand |
Demand Generation
with “other” B2B agencies |
|
|---|---|---|
| Strategy | ||
| Strategy | A formula for repeatable results | A funnel for linear growth |
| Goal | ||
| Goal | Net-new customers | Demos and trials |
| Focus | ||
| Focus | Compounding distribution | Building brand awareness |
| Success | ||
| Success | Payback period | Cost per lead / demo |
| Team | ||
| Team | Cross-functional | Marketing and sales |
The winning formula for repeatable customer acquisition
Distribution: A primary way you get in front of your target customer that builds habits of consumption and compounds on itself.
‘Aha’ moments: A brand narrative target customers consumer about a monumental shift in their world to create change.
Core value: Ways for target customers to taste the value of you’re offering before they buy, continually reducing friction.