Choosing The Right Digital Products for B2B Marketing: A Smartcore Guide

What is a Digital Marketing Funnel?

A Digital Marketing funnel visualises a buyer’s journey from their initial awareness of your brand to their eventual purchase of your product or service, and even beyond to include retention. It consists of three key stages, the Top of the Funnel, the Middle of the Funnel, and the Bottom of the Funnel.

The Top of Funnel represents the stage of brand visibility and awareness, the Middle of Funnel focuses on capturing and nurturing leads, while the Bottom of Funnel is dedicated to the purchase, converting leads to customers and retaining them. The B2B marketing funnel also serves as your solution for tracking the effectiveness and performance of your marketing campaigns across these three stages throughout your buyers’ journey.

Why is the funnel relevant to the dynamic world of B2B marketing? It offers a structured framework, guiding you through your B2B marketing process and providing insights to optimise your campaigns and maximise ROI.

Choosing the Right Digital Products for B2B Marketing

Secondly, you’ll need to define your marketing and sales goals and develop a strategy for each stage of the funnel. What do you aim to achieve? Is it brand awareness, lead generation, thought leadership, relationship nurturing, or sales? Get clear on your objectives and define what success will look like for each stage. This will have an impact on the digital products and strategies you need to use for success. Additionally, consider the marketing resources required to achieve these goals, as some may demand more expertise than others, requiring partnering with specialists in the industry.

Thirdly, it’s important to have a plan in place for testing, evaluation, and optimising your digital marketing campaigns and products. Use UTM parameters in your campaigns; their importance cannot be stressed enough. The data, learning, and insights you collect from your digital products’ performance and results can fuel future campaigns. Don’t hesitate to conduct A/B tests to compare strategies and see what works best for you.

Now more than ever, ingredients buyers are actively researching ingredients online before making purchasing decisions. Leveraging these insights is essential for providing your buyers with the best possible journey.

Masters in all things digital marketing, our invaluable data, including an extensive global network of over 400,000+ ingredients buyers, data-driven insights, and specialised digital content channels in the B2B food and nutrition industry are what set us apart from the rest. Explore our smarter digital products and packages, custom-created to maximise your brand awareness, generate excellent-quality leads, and deliver greater returns on your investment and time.

Aligning Your Objectives with the Right Digital Products

Clarity is key when it comes to aligning your digital products with your specific marketing goals. Whether your goal is to boost brand visibility, generate excellent-quality leads, or establish thought leadership in the industry, each objective calls for a specific set of digital products to drive success.

Let’s explore the right digital products for every stage of the Digital Marketing funnel. It’s worth noting that while these products can be used across different stages of the funnel, below is their recommended purpose:

1. Top of Funnel

At the first ‘visibility and awareness’ stage, your buyers may be in the process of simply browsing and gathering information to understand their needs and explore potential solutions. Here, your focus should be on building recognition for your brand and focusing on solutions that maximise your brand awareness and visibility with a high-volume reach. Consider using Online Display Ads, Email Newsletter Advertising, and Interactive Infographics.

    2. Middle of Funnel

Moving down to the ‘nurturing and consideration’ stage, your buyers are better informed about their needs and actively researching the best solutions in the market. It’s time to differentiate yourself from competitors and build trust. Invest in digital campaigns that include Targeted Branded Emails and Landing Pages with Gated Content. You can also use Targeted Ads here to ensure you reach the right audience. These solutions will help you gather valuable leads from buyers genuinely interested in your offerings.

    3. Bottom of Funnel

In the last ‘decision and purchase’ stage, buyers have narrowed down their options and are ready to make a final decision and purchase. Here, products such as Reports and Webinars play a crucial role in showcasing your industry expertise and influencing purchasing decisions.

By crafting a strategy that integrates your chosen digital products, you can guarantee a smooth and effective campaign flow down the funnel. Utilising a unified marketing platform for centralised management and data analysis enables you to optimise handoffs between different funnel stages, ensuring an impactful buyer journey and marketing campaign.

If you’re looking for year-round smarter digital marketing campaigns to reach your buyers at the B2B marketing funnel stage they’re at, we can help you. Our Webinar Sponsorship Packages give you the chance to reach your buyers, generate over 300 excellent-quality leads, or showcase thought leadership. Simply choose your topic from our webinar calendar, a sponsorship package, and we’ll start your smarter marketing campaign. Another hassle-free solution is our Digital Marketing Packages designed for goal specific success: choose Brand Awareness to boost visibility among your buyers, Lead Generation to gather valuable leads, or Thought Leadership to establish expertise among your buyers.

Choosing the right digital products for B2B marketing can indeed be challenging. However, armed with the necessary knowledge and insights, you're well-equipped to succeed. If you’re ingredients supplier in the food & nutrition industry, our team of Sales and Marketing experts is happy to help you choose the right products for your B2B marketing campaigns. Our digital products are custom created to help you achieve your digital marketing objectives. Combined with our expertise in smarter digital campaigns, you can effectively reach relevant buyers for your products at every stage of their buyers' journey with us.

Explore some of our success stories to see how we’ve helped other businesses reach their buyers with smarter digital campaigns. Contact us today to learn more about the smarter solutions we offer and the challenges we can address for your brand. Get in touch with us here.