How To Cook Up A Good B2B Funnel

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Author

Rachid Ehabi
August 04, 2023

Not all leads are the same, they don't convert through at the same rate. So the best thing you can do is split your funnels. Here's one funnel that warms up traffic fast:

This is a simple 4-step funnel for both Demo-led and Product-led SaaS.

This funnel allows you to have more control and pinpoint when and where prospects are getting lost or disinterested.

It also allows you to stay organised as you are validating markets and messages.

Here’s a funnel to quickly get people from cold 🧊 to relatively warm.

First, there are 3 stages:

  1. Awareness

  2. Consideration

  3. Eventually buying

First, they want to know about you, then pay attention to you, then consider and trust you and then maybe buy from you.

1. Landing page

Don't explain everything in the fullest detail, instead, entice them to the next step:

  1. Nav bar: only have the logo, remove every link but the cta button to solely focus on the landing page.

  2. Hero: The main section at the top of the page, which includes the headline, subheadline, and creative imagery. Call-to-action (CTA): Your signup button and a concise incentive to click/learn more with logos of well-known customers.

  3. Old way: Briefly agitate pains, surface problems with current state, show consequences of continuing in old way.

  4. New way: Tease the desired state, talk about how your features benefit them, and how your product solves their problems.

  5. Social proof: Specific customer testimonials, case studies

  6. CTA: Pitch a lower commitment offer - a short VSL. (This will only require them to provide their name and email only.)

2. Video Sales Letter

The next step once they opt in is a VSL. Market-specific content used for pre-selling / warming-up traffic. 10-15 min video of someone explaining your solution. (A mixture of slides and a mini-product tour).

What to include in the video:

  1. Claim / Niche Specific Headline

  2. Who This Is For

  3. Core Concept - introduce how you deliver (without mentioning the product)

  4. Credibility/Background Story

  5. Current way (old way, old result),

  6. The new way (new result) and unique useful insights (key points).

  7. Case Studies

  8. Benefits and Outcomes

  9. Features/How It Works

  10. Offer/Call To Action

  11. Bonus

  12. Guarantee/Risk Reversal

  13. Summary

  14. Offer Objections and Q&A

Show that you understand their pain points, struggles, and end goal and how your solution is the bridge to their desired outcome.

A CTA to schedule a call should be below the video. Normally to Calendly or chilli piper.

Why video sales letter?

  • Better for engagement - people engage more with video content.

  • Better tracking / tighter feedback loops, providing shorter sales cycles.

  • See when/ where you lose a prospect's attention with video analytics.

  • Allows you to iterate messages and use data to validate market resonance points.

  • Can be used between the demo booking event & the demo event.

  • Used in follow-ups & you can use it to engage other decision-makers within an organisation.

3. Thank you page

Once scheduled, they're redirected to thank you page. The majority of thank you pages are just confirmation pages. Utilise this page by viewing it as your resource index relevant to the persona.

What to include:

Start with a short Thank you' video, which is a recap of what they should expect from the call. Then let them know about the links to the resources below:

  • Ebooks/How to guides/Templates

  • Interactive tools (ROl calculator, sandboxenlivenments of product)

  • List of key/relevant articles you created

  • Case studies

  • Features recap

Thank you page example

4. Fixing Leaks (conversion process)

It's very unlikely that the prospects travel through the funnel in a linear manner.

They most often get distracted before they consume the content and take action. Express the proposition/ solution in both written and visual form

Repeat it as much as you can in as many modes and through as many mediums as you can.

To account for wandering: Email marketing contingency loops and retargeting ads are placed at different stages of the funnel.

This herds the prospects back to where they need to be.

There you have it, the 4 step process to warm up traffic!

Thank you if you’ve made it this far.

I hope this is of value to you.

Until next time,
RachidB2B