Full-Funnel Account-Based Marketing

blog Nov 23, 2023

It's not TOFU, MOFU or BOFU anymore.

Today It's all about FUFU.

FUFU- Full Funnel Marketing.

What is FUFU- Full Funnel Marketing?

In ABM, the funnel is not merely a metaphor for the customer journey

It's a strategic roadmap for engaging and nurturing potential buyers and target accounts throughout their entire buying process.

Full funnel marketing encompasses all levels of the funnel,

  • Top-Of-Funnel (TOFU) - awareness and consideration
  • Middle-Of-Funnel (MOFU) - evaluation and decision making
  • Bottom-Of-Funnel (BOFU) - purchase and advocacy

How I like to put a full funnel is:

FUFU creates brand awareness while generating new sales opportunities for you

Yes, why would you miss out on people based on their place in their buying journey?

Every account with some intent holds the potential to be converted into a customer.

Can full funnel marketing help you?

Yes, of course.

You can't just be targeting BOFU and expect things to work in the long run.

By engaging with potential buyers at every stage of the funnel, you:

  • Generate more leads: By casting a wider net, you can attract more potential buyers into your funnel.
  • Nurture leads: By providing valuable content and insights, you can build trust and credibility with potential buyers, moving them closer to a buying decision.
  • Close more deals: By staying top of mind and addressing their concerns throughout the buying process, you can increase your chances of closing deals.
  • Increase customer lifetime value (CLV): By continuing to provide value after the sale, you can encourage customers to stay with you for longer.

Why should you do full funnel marketing?

The question is not:
Why should you do full funnel marketing?

The question is:
Why should you NOT do full funnel marketing?

Today than ever, it is more important to engage with potential buyers at every stage of the buyer journey.

If you're thinking:

Just focusing on BOFU accounts is difficult enough for me.

How am I supposed to focus on FUFU diligently?

I have a simple answer to this:

Start ABM with the WILL to experiment 🚀 | Arun Gopalaswami posted on the topic | LinkedIn
To start ABM, you don’t need anything that you don’t already have.Read that as many times as you need to. Last Thursday, I shared some myth-busters on…

If you are not doing full funnel marketing, you are missing out on a significant opportunity to generate leads, nurture relationships, and close deals. (both short & long run)

It's time to push your ABM strategies and marketing campaigns a bit further and reach out to your best-fit future customers.

I am sure you have this question in mind-

How is full funnel marketing different from other marketing approaches?

Traditional B2B marketing approaches often focus on the bottom of the funnel.

This means focusing on generating leads that are ready to buy.

However, this approach can be ineffective, as it ignores the vast majority of potential buyers who are still in the early stages of the buying process.

Full funnel marketing is different because it takes a holistic approach to the buyer journey.

Here you engage with potential buyers at every stage of the buyer journey, from awareness to consideration to decision.

This surfaces great opportunities from the TOFU and MOFU accounts that you were missing out on in your usual BOFU oriented account-based marketing strategies.

How to implement full funnel marketing?

Well well well,

Where there's a will there's a way.

Let me give you a straightforward reference.

Start visualizing your full-funnel strategy with a customer journey matrix like this:

A matrix like this also helps content and customer teams understand gaps in their content library.

In this example, because there aren’t case studies for IT and Healthcare Industries, they’re running a general customer review campaign while they build those case studies.

Let’s not forget that- this is a very simplified example of the kinds of progressive campaigns you can run.

There are a number of other steps too that you can take to implement full funnel marketing:

  1. Define your buyer personas
    Who are you trying to reach with your marketing? What are their needs and challenges? This would make you a much better marketer.
  2. Map out the buyer journey
    What are the different stages that potential buyers go through before making a purchase? This would directly impact your marketing impact revenue.
  3. Create content and messaging
    that is relevant to each stage of the buyer journey. If you're an experienced marketer you gotta crack this hack.
  4. Use a variety of channels
    to reach potential buyers.
  5. Use Intent Data
    Use 1st party & 3rd party intent data to reach out to your best-fit future customers at discrete sales stages.
  6. Track your results, measure your progress.
    Tweak your marketing efforts based on real-time engagement data

Most importantly: Move your buyer from one stage to the next.

Read my post and watch this podcast to know more:

How does your content move your buyers to the next stage? Watch Mark Ogne's episode on The ABM Voice Podcast. | Arun Gopalaswami posted on the topic | LinkedIn
Does your content move your buyers to the next stage in their buying journey? Watch this clip from Mark Ogne's episode on The ABM Voice Podcast where he…

What other marketers think about full funnel marketing?

Listen to what Vladimir Blagojević, co-founder of Full Funnel.io has to say:

Full funnel marketing is a powerful tool that can help you generate more leads, nurture relationships, and close more deals.

If you are not already doing full funnel marketing, now is the time to start.

It's like a puzzle, with each piece playing a vital role in creating the complete picture.

The top of the funnel is like the frame of the puzzle, providing structure and support.

The middle of the funnel is like the inner pieces of the puzzle, filling in the gaps and adding detail.

The bottom of the funnel is like the final piece of the puzzle, completing the picture.

Before you end this,

I think Lazlo has something to say:

Arun Gopalaswami

Co-founder & CEO @Recotap ¦ Likes all things SaaS ¦ Design Thinker ¦ Digital Enabler.