B2B marketing has changed in a big way
In the late 90’s and early 20’s it was all about generating leads through gated assets and passing them to sales. Sales would reach out, shift buyers beliefs, help buyers understand the value of the product, craft an offer, and close the sale.
From 2015 to 2020 there was a surge in affordable customer acquisition channels (Google Ads, LinkedIn Ads, etc). During this phase it was all about demand generation. Marketing would build awareness, educate on buyer pains, and then focus on capturing intent with demos and trial offers.
2000-2015 Lead Generation
Marketing would capture and score leads and pass them over to sales for marketing influenced revenue.
2015-2020 Demand Generation
Marketing would build awareness and capture demand driving marketing sourced revenue.
Both of these approaches center around building a B2B marketing funnel. You build awareness, educate the market on a POV and pain points, offer up a solution, and they convert.
It’s time to stop viewing your marketing as a funnel.
The funnel is a problem because of the friction it adds. And when times get tougher- friction is your marketing’s worst enemy.
It’s no longer about a funnel that adds friction—winning B2B marketing teams are creating a frictionless customer acquisition formula that creates repeatable and compounding results.
Reduces friction & compounds
The formula focuses on building repeatable and compounding results with a more defensible form of customer acquisition.
Increases friction & acquisition cost
Funnels are putting more in at the top to get more at the bottom more channels, more spend, more people, more tactics, more awareness.
Time for a reality check
The promote and pray strategies driven from funnel building waste more budget than anything in B2B marketing. It doesn’t matter if it’s lead generation or deamnd
Funnels Increase Acquisition Cost
The cost to build a funnel is rising exponentially. With total acquisition cost up 50% & cost per lead up 91% in just 5 years.
Funnels Drive Linear Growth
Funnels Are Not Defensible
“More than an agency – a true extension of your team!”
– Dana Dohse, VP of Marketing, Cleartrace
“Elevate Demand is the real deal! Having hired MANY digital agencies who push the usual guidance of more ads, better landing pages, etc., I have finally found an agency that can deliver on business growth.”
The B2B Customer Acquisition Agency
Now what you do next depends on you.
Stuck with customer acquisition? Book a 1-on-1 call with our founder and let’s start building your Low Friction Formula and determine next steps.
Want to know more? Check out how we can help you and more about our approach.
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