What Is the Best Content for Each Stage of the Funnel in B2B SaaS ?According to Hubspot, “the buyer’s journey in B2B SaaS marketing is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service”.
In the buyer’s journey, the prospective customers go through a mapped out marketing funnel. The first thing you need to do is answer the question, “How should we attract our ICP to become our customers?”
Content is one of the key factors contributing to the solution. In fact, it is considered to be among the main factors in a buyer’s decision by over 60% of marketers, according to Hubspot.
Below are some insights on how to really connect with your audience, to attract them by using the right content for each stage of the funnel.
Type of Content for Top of Funnel
At the beginning of the buyer’s journey, all your potential customers, apart from the impulsive buyers, are at the “unaware stage.”
When the moment of pain that your product can solve comes, their buyer’s journey begins, and they enter the Awareness stage of the marketing funnel. This is a general and very traditional first stage of a well-known 3-stage “Awareness-Consideration-Decision” funnel that many B2B SaaS companies are well aware of (although this is just a very generalized representation but not a real-world funnel that is used by every company).
At the Awareness stage, the buyer identifies a problem that needs to be solved. Your ultimate content strategy at this stage is to provide information on the problem, which makes traffic your goal.
The types of content that work best for generating traffic are the following:
- “How-to” Guide (72%)
- Landing Page (35%)
- Infographic (28%)
- Checklist (27%)
- Ebook/White Paper (26%)
The least effective types are:
- Industry Study (8%)
- Podcast (8%)
- Product Manual (3%)
The best channels to attract your audience at the awareness stage are:
- Search Engine Marketing
- Social Media Marketing
Types of Content for Middle of Funnel
Once your buyer persona is aware of the problem, they are considering the best solution for it. At the Consideration stage, your goal is lead. You need to show how your product can solve the customer’s problem.
The content that works best for bringing leads is:
- “How-to” Guide (44%)
- Product Overview (40%)
- Case Study (34%).
The least effective content types at this stage are:
- Quiz (3%)
- Test (3%)
The best channels for engaging the audience are:
- Email Marketing
- Social Media.
Types of Content for Bottom of Funnel
This is the final stage of the marketing funnel when the customer is already aware of the problem that exists and knows how it can be solved. At the Decision stage, the content you provide needs to show that your product is the best solution for the problem. And, of course, your goal is payments.
The content that works best for driving payments is:
- Product Overview (51%)
- Customer Review (49%)
- Success Story (43%).
The least effective content types are:
- Infographic (2%)
- Industry Study (0%).
As for the best channels to delight your customer, they include:
- Email Marketing
- Self-Service Channels (for example, Knowledge Bases)
- Live chat
- Chatbots for Service
- Loyalty Programs.
Choosing the right content for each stage of the funnel is critical for leading your Buyer Persona to the bottom of the funnel.
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