The Power of Short B2B Videos for Marketing: Leveraging the TikTok Effect

Even before the internet, corporate video was a powerful (and expensive) tool in the marketing mix. During the 2000s, video production costs plummeted, bandwidth increased, and B2B videos quickly became a staple for online marketing.

After its 2005 launch, YouTube was the dominant video platform until TikTok’s meteoric rise in US popularity from 2018 to the present. Initially popular with mostly young viewers watching videos for entertainment, TikTok’s bite-sized videos offer an increasingly viable option for B2B marketing.

For example, after almost changing careers due to a lack of business traction on LinkedIn, B2B Marketing expert Jade Tambini now leverages 30,000 followers on TikTok and a growing YouTube presence. Only after she grew and monetized her TikTok following did she re-invest time into LinkedIn.

From B2B SaaS to high ticket sales, video is the perfect format for providing richer content to keep fans engaged. Share on X

Today’s B2B buyer wants as much self-service info as possible on their customer journey with brands. From B2B SaaS to high ticket sales, video is the perfect format for providing richer content to keep fans engaged.

B2B Video Marketing

Source: Sprout Social

Regardless of the platform, the versatility and accessibility of short videos make them a powerful option in the B2B marketer’s toolkit, providing opportunities to connect with audiences that increasingly prefer video.

How can your business tap into B2B video? Check out our tips and best practices in this post.

Planning B2B Short Video Campaigns  

Before you press Record, the first step is establishing clear, measurable video marketing campaign objectives. These goals include increasing brand awareness, generating leads, or boosting engagement. By setting specific targets, you can focus your efforts and measure the success of your video content more effectively.

Compelling videos share a few common traits. Let’s explore this a little further. 

Choose one key point: Simplicity is vital in short-form video content. Focusing on one core message per video is essential to avoid overwhelming your audience. This singular focus ensures that your message is clear, concise, and memorable, making it more likely for viewers to take the desired action.

Importance of the Hook: The opening seconds of your video are crucial. Captivating your audience right from the start is necessary to keep them engaged. The hook should be intriguing, relatable, and relevant to your audience, enticing them to watch the entire video.

What is the One Thing? Narrow down your key point even further – What is the one takeaway you want your audience to remember? Mention it early in the video and right before your CTA at the end. 

Always use captions: Most people watch videos with the sound off. Be sure to use captions for accessibility and a better user experience. 

Know Your Audience

Understanding your audience is crucial in creating impactful video content. Before you start brainstorming videos, check in with your marketing basics.

Buyer Personas for B2B videos

Now is the time to lean on your Buyer Persona. Relying on your buyer persona information helps you develop a personalized approach that ensures higher engagement and a deeper connection with your messaging. Here are three ways to leverage Buyer Personas for impactful B2B video content:

Addressing Specific Pain Points and Interests: Craft your video content to address your personas’ specific challenges or interests. For example, if your persona is a marketing executive concerned about ROI, create content demonstrating how your product or service can enhance marketing efficiency and profitability.

Using Appropriate Tone and Style: Align the tone, style, and language of your videos with the preferences of your personas. A more formal tone may suit C-level executives, while a casual and energetic style might appeal to creative professionals. 

Choosing Relevant Topics: Select topics for your videos that are relevant to your buyer personas’ industry and professional interests. For instance, IT professionals may appreciate videos on the latest tech trends or cybersecurity tips. 

Tailor B2B video content to the B2B funnel stage

Each stage of the buyer’s journey requires a different approach. You can customize short videos to address these various stages, from raising awareness to nurturing leads and closing sales. Here are some examples:

Awareness Stage

Educational videos, explainer videos, and brand videos

Interest Stage

Webinars, how-to videos, and product demos

Consideration Stage

Testimonials and case studies, detailed product demos, and comparison videos

Decision Stage

FAQ Videos, customized product demos, and consultation offers.

Retention Stage

Training and tutorial Videos, customer success stories, updates, and new features videos. 

Advocacy Stage

User-generated content (UGC), community-building videos, and referral program explainers

Videos that meet the needs and objectives of the respective stage in the sales funnel establish trust and help keep potential customers moving through your funnel. 

What Platform is the Best for B2B Videos – TikTok or YouTube?

When it comes to choosing the right platform for your short video content, there are several considerations. Both platforms offer unique advantages and cater to different audience behaviors and expectations. 

Here’s some info to consider to determine which platform aligns best with your B2B marketing goals:

TikTok: Known for its virality and creative content, TikTok is ideal for reaching a younger demographic. The platform’s algorithm is excellent for discoverability, making it easier for new audiences to find your content.

YouTube Shorts: As an extension of YouTube, Shorts allows you to leverage the platform’s vast audience. It’s well-suited for longer-form content edited to shorter clips. YouTube’s detailed analytics can be invaluable for understanding audience engagement and refining your strategy.

Audience Demographics: Evaluate where your target audience spends their time. If your buyer personas skew younger or are more engaged with trendy, fast-paced content, TikTok might be the better choice, although, as we’ve seen with Jade’s example, TikTok can also work to reach the Millennial B2B audience. For a more diverse age range and a preference for informative, detailed content, consider YouTube Shorts.

Integration with Existing Marketing Channels: YouTube’s strength lies in its seamless integration with Google’s ecosystem, offering advantages in SEO and content discoverability. TikTok is growing fast and offers unique social sharing and engagement opportunities. If Facebook is critical to your brand, then Instagram reels can have a ripple effect on your Meta outreach strategy. 

Choosing between TikTok and YouTube for your short video B2B marketing efforts hinges on understanding your audience, content style, and marketing goals. By aligning your platform choice with these factors, you can create more effective and engaging video content that resonates with your target audience.

Maximizing LinkedIn for B2B Short Video Marketing

LinkedIn holds a unique position for B2B video marketing, and it’s not entirely positive. LinkedIn’s process for uploading videos is not seamless, and they gatekeep who can go live on the platform.

The good news is that a LinkedIn video can be valuable for targeted outreach if you put in some extra effort. LinkedIn videos get 3x more engagement than text posts. Members also reshare B2B short videos more than other types of content. 

Use LinkedIn’s networking capabilities to amplify your video content. Engage with comments, share your videos in relevant groups, and tag industry influencers or partners to expand your reach. 

Ideas for video content on LinkedIn include industry trends, thought leadership, case studies, webinars, and how-to guides. Be sure to keep them concise and informative. Well-done videos have a higher value than most written content, so sharing a video as part of a LinkedIn messaging outreach can also be an effective tactic.

Moving Ahead with B2B Short Video

Video for B2B marketing is a valuable tool, but it takes extra work. Creating the content is only half the story. Planning, testing, integrating analytics, and tracking the results of your video marketing efforts can be complex and time-consuming. These steps are critical in understanding your campaigns’ effectiveness and making data-driven decisions for future strategies.

FunnelEnvy has helped many clients across diverse sectors better understand the impact of their video content. If you’re interested in discovering how our services can align with your needs and to get more information on our pricing, we invite you to fill out a brief questionnaire. Click here to get started and see if we’re the right fit for your needs.

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By |2025-05-12T04:37:10-07:00December 11th, 2023|Full-Funnel Optimization|0 Comments
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Two Keys to Unlock B2B Landing Page Performance – Customer Journey and Intent

Who hasn’t had the experience of being chased out of a showroom by a pushy salesperson? Those experiences are tiresome because they don’t respect where we are in our customer journey. 

We see this mirrored in B2B landing page performance with annoying popups and premature calls to action (CTAs) that don’t offer prospects what they need when we need it. 

For digital marketing, integrating customer journey and intent into landing page design is essential for its success. You can reverse engineer a path to higher engagement and conversion rates by mapping out the customer journey and intent across all stages.

What Is Intent in the B2B Customer Journey?

The customer journey is like a timeline of their experience with your brand, from initial awareness to the final decision to purchase. At each journey stage, prospects have a specific intent for their goals. 

Intent refers to what the customer wants to achieve at each journey stage – and this also speaks to their underlying motivation. 

Remember that customer intent is almost always very different based on price. For example, in high ticket sales, customers rarely intend to purchase the first time they engage with a brand. 

Prospects may value their time more than shopping around for small, low-risk purchases. In this instance, the landing page may look like a traditional sales page, hosting the entire funnel content from awareness to consideration to a “buy now” button. 

Understanding intent can help businesses create targeted, intentional marketing strategies that align with the customer’s journey phase. This awareness is essential to creating an excellent customer experience. From the customer’s perspective, the wrong offers at the wrong time are confusing or irrelevant at best and annoying at worst.

Why B2B Landing Page Performance is More Important Than Ever

Recent research shows that most post-pandemic B2B buyers prefer a self-service customer journey over “booking a call” to speak to a salesperson or company representative. 

Gartner predicts that by 2025, 80% of B2B sales interactions will occur in digital channels, making landing pages more crucial to lead gen and conversion than ever. 

It’s also excellent news for companies that fully embrace digital marketing. Landing pages allow for a precision-tailored approach to marketing. Optimizing landing pages can result in more effective lead generation, higher conversion rates, and better customer retention.

Successful conversion rates for landing page forms vary across industries but tend to hover around 2 to 3%.

B2B Landing Page Performance with Customer Journey and Intent

Source: Ruler Analytics

When you consider landing page content for each stage of the journey, a good starting place is to ask what kinds of questions your prospects have at each phase.  That question can help you tailor content that anticipates their needs.

Optimizing CTAs for B2B Landing Page Performance

What makes a landing page a landing page? It’s the Call to Action (CTA). The most important predictor of landing page success is how well the content and the CTA align with the customer journey. 

For example, a prospect at the awareness stage of a high-ticket purchase will likely not click “buy now” but may respond to a CTA for an educational webinar. A typical conversion CTA is a free trial requiring credit card information with lower-cost products and services.

Now, let’s look at some landing page tips for each step of the customer journey. 

B2B Landing Page Tips for the Customer Journey Awareness Phase

In the awareness stage, the customer is just getting to know the brand. Common questions include “What solutions or options can address my business problem? Who provides these solutions?”

Their intent likely includes narrowing their options. Here are some key considerations to increase B2B landing page performance in this phase:

  • Content: Landing page content at the awareness stage should seek to move prospects further into the consideration funnel. For lower-cost purchases with minimal risk, like a SaaS subscription, the funnel is relatively short, so the landing page includes consideration information and a “sign up now” button.  

For higher ticket items, you can use “top of funnel” (TOFU) content like blog posts, whitepapers, and industry reports to cover the most common questions and challenges your prospects face to drive organic traffic to your landing page. 

  • SEO Optimization: Conduct keyword research to understand what your target audience is searching for and optimize your landing page content to increase visibility in search engine results.
  • Retargeting: Only some visitors will convert on the first visit. Showing targeted ads to visitors who didn’t initially convert keeps your brand top-of-mind and provides multiple touchpoints along the customer journey. With dynamic retargeting, these ads can showcase products or services they viewed, reminding them of their interest and your value proposition.

B2B Landing Page Tips for the Customer Journey Consideration Phase

In the consideration stage, you now have something precious and rare – your prospect’s attention. Gary Vaynerchuk goes so far as to say that attention is the number one asset in the business world today.

In this stage, simply providing more information about your product is not enough to engage and nurture leads. The CX during this phase builds trust. Trust is essential because people rarely buy from companies they don’t trust.

So, how do you keep the audience’s attention and build trust with B2B prospects? Here are some ideas.

  • Personalized messaging and experiences. Consumers now expect personalized experiences across all their customer journeys. Let your prospects know you understand where they are in their customer journey by providing appropriate content. For example, 

consumers looking for in-depth information will be annoyed by constant “buy now” pop-ups or repeated offers for the same lead magnet they just downloaded.

  • Personalize the viewer experience. Implement dynamic content on your landing pages, meaning integrate that content changes based on visitor demographics, industry, or behavior on your site. 
  • AI for landing pages. As you might expect, AI tools are taking landing page personalization options to the next level. At Funnel Envy, we leverage AI and manage the added complexity of multiple landing pages to help our clients optimize results.  
  • Lead magnets. Customer preference for self-service info is good news for lead magnets if done correctly. Instead of making “book a call today” the only option for moving ahead, offer valuable resources like webinars or downloads appropriate for the consideration phase in exchange for contact information. 

B2B Landing Page Tips for the Customer Journey Conversion Phase

By this time, your prospect has gotten to know and trust you. Landing pages for sales are both an art and a science. Here are some tips:

  • Testimonials and Case Studies: Provide social proof through testimonials, reviews, and case studies. Real-world success stories can significantly influence decision-making.
  • Live Demos or Consultations: Now is the time for in-person contact for high-ticket items. Offer live demonstrations or free consultations to prospects who have shown a high level of engagement. This direct interaction can be the final nudge they need to convert.

AI for Continuous B2B Landing Page Improvement 

Continuous improvement in B2B landing page performance is a crucial goal. With AI, A/B testing is evolving rapidly. AI can now manage dozens of split tests of landing page elements, such as headlines, images, and CTAs, and even automate optimization based on the results. 

This development has significant implications for improving lead gen because studies show that the more landing pages companies run, the better. The study revealed that 31 to 40 landing pages generate five times more leads than 1 to 5 landing pages, and over 40 pages generate 12x the leads. 

Moving Ahead

Optimizing even five to ten landing pages can be a lot to manage in-house. From testing to reporting, Funnel Envy can help you with the complexity of scaling your landing page strategy. We specialize in optimizing B2B landing pages to drive conversion and boost sales.

We understand the complexities and have the tools and expertise to help you take your landing page performance to the next level. Reach out today to get started.

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By |2025-05-12T04:37:10-07:00November 27th, 2023|Full-Funnel Optimization|0 Comments
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Top 3 Demand Gen Strategies of 2023 and Beyond

In the fast-moving landscape of B2B marketing, demand generation isn’t just a buzzword; it’s the backbone of success. You may have the best product or service in the marketplace, but growth will be challenging if your target audience doesn’t know about you. 

This gap is where the power of demand generation comes into play; the art and science of creating awareness, interest, and desire among your potential customers. This blog post will review three tried and true strategies to improve your demand generation.

As a backdrop, let’s review the difference between lead and demand generation. They sound similar, but they are very different.

Remember, demand generation is for the top of your funnel, where people notice and interact with your content. Share on X

Remember, demand generation is for the top of your funnel, where people notice and interact with your content.  This chart from Gartner will help you clarify and create content for your demand gen phase.

Top 3 Demand Gen Strategies of 2023

The information in the chart speaks to implementation. Let’s look at the strategies to boost your demand gen efforts. 

Clarify Your Unique Selling Point (USP)

Before diving headfirst into demand generation, it’s crucial to answer one fundamental question: What sets your business apart? Your Unique Selling Point (USP) is your competitive edge, differentiating you from the competition. It should be something that you could sum up in a short statement. 

Your USP isn’t always the same as a company slogan or tagline, although it could be. For example: 

“Fast, efficient deliveries” is not unique to one company.  That is a tagline. 

“Overnight or it’s free” – that’s a USP.  

To pinpoint your USP, look for a corner of the market where you can establish dominance. Take a fresh look at your industry to uncover gaps, unmet audience needs, or underserved niches. 

Study what your competitors offer, not to copy them but to identify the untapped potential your business can uniquely fulfill. The book Blue Ocean Strategy is one resource to help you think outside the box and craft a strong USP. 

The authors include many examples of how some companies have created new markets with few or no competitors. One technique is to reconstruct an existing market’s boundaries. 

With an emphasis on carving out unique market space, Blue Ocean Strategy is a toolkit for taking advantage of untapped market space in almost any industry, including tech, healthcare, and manufacturing.

Create a Targeted Social Media Plan

Social media can be a potent tool for B2B demand generation. However, social media creation and distribution are resource-intensive and time-consuming. It’s essential to have a content strategy in place before you begin ramping up your socials.

Tailor your tactics to match your goals. An organic growth strategy is the long game of consistently posting free content and sharing or commenting on others’ posts. Paid strategies are usually part of a strategic funnel, with content focused around a specific outcome, like driving traffic to a landing page or freebie.

Once you have your content strategy in place, here are some tips.

Tip 1 – Repurpose Your Blog. 

To increase efficiency, use your blog as the foundation of your content. Doing this makes it easy to repurpose snippets from blog posts for social. 

Tip 2: Create a Social Metrics Dashboard

Be sure you have a dashboard for capturing metrics on your posts to help you avoid the trap of posting just to put some content out there, aka “spray and pray.”

Tip 3: Be Choosy About Platforms.

Remember, you don’t have to be on every social platform.

To decide where to post, check out where your prospects are spending time on social. For most B2B companies, LinkedIn is the obvious choice. X (as in ex-Twitter) is also a popular B2B and B2C channel.  X has an informal chat format with more flexibility than Linkedin for interacting with people.

Tip 4: Consider TikTok

Finally, don’t discount TikTok as a source of leads. Successful B2B marketer Jade Tambini says most of her leads come from TikTok.

Top 3 Demand Gen Strategies of 2023

Source: DataAI via HootSuite

TikTok is the current growth metrics winner for both B2B and B2C. In 2022, people averaged more time spent per month on TikTok than every other platform except YouTube.

Tip 5: Link to Your Website Early and Often.

While not every social post has to include a link back to your site, the overall goal of social media should be to drive traffic to your website. That’s because when prospects visit the website, you can track their progress through the conversion funnel. 

Incorporate Data into Decision-Making

The best part of marketing today is the data it provides versus the pre-internet era. Data is the compass that helps cut through insider bias and assumptions that may or may not be on track. 

An important step to remember is to ensure you have a good sample size before drawing significant conclusions. Small sample sizes can lead to skewed insights and misguided decisions. 

Also, remember that not all metrics are critical. Ensure your dashboard tracks the correct numbers, not just vanity metrics. If you need clarification about what to track and why, Funnel Envy can help. 

Moving Ahead

Demand generation is like the broader net for your lead generation that can also be an accelerator for your lead gen efforts. Improving demand gen can create a ripple effect that enhances results through the rest of your funnel and organization. The flip side is also true. A weak demand generation strategy wastes resources and undermines sales from the top to the bottom of the funnel.

Interested in learning more about leveraging demand gen and getting expert help optimizing your results? Our team at FunnelEnvy is ready to help. We’ve got many years of combined experience with funnel optimization, CRO, and other vital elements of demand gen across several industries, from tech to healthcare to manufacturing.

To learn more about working with us and see if we’re a good fit, fill out this short quiz.

By |2025-05-12T04:37:08-07:00September 4th, 2023|Full-Funnel Optimization|0 Comments
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Tips for connecting product development and marketing

The broader tech and startup world has seen a significant hiring contraction over the last few years. Some of the biggest names in the space (Meta, Google, and Microsoft, for example) eliminated thousands of jobs and cut back on adding new employees. Recent data published by CNBC shows that tech layoffs in 2023 are up 38,487% compared to last year. 2023 is on track to be the worst year for tech layoffs since the Dotcom bubble burst in 2001.

Layoffs and contractions can be challenging, but they can also free companies to create efficiencies and innovations for role responsibilities across the organization.

Layoffs and contractions can be challenging, but they can also free companies to create efficiencies and innovations. Share on X

One result of this situation is the creation of hybrid-type positions that combine roles from several different traditional positions. These positions have been around for many years in some industries, but new ones are being created across various fields all the time. 

Business layoffs and contraction certainly aren’t the only reasons for hybrid positions. And not just a single team member who fills multiple roles on your team out of necessity. This particular article focuses on a unique connection: marketing and product development. While these two departments should always be closely connected, in reality, there’s often a lot more distance than there should be.

Whether you’re looking to bring on a hybrid team member, broaden the responsibilities of existing departments, or simply ensure these two parts of your business are more connected, this article will help.

What Are Marketing and Product Development?

Both functions focus on a larger concept: your company’s product or service. 

Product marketing refers to getting your brand and its offerings in front of the right people to encourage them to enter your sales funnel. Product development refers to all the people and processes involved in designing, launching, and updating the offering.

They’re both vital to the overall health of your business. You’ll hear arguments from proponents of both sides about how marketing or product development is more important. But you must be effective at both for optimal success in today’s business environment. You can develop an industry-leading, cutting-edge solution – but if you’re not getting it in front of the right people, its success will be limited. On the other hand, if you have a poor-quality product but great marketing, you’ll find customer complaints and frustrations everywhere. As the legendary ad man David Ogilvy once said, “Great marketing only makes a bad product fail faster.”

Connecting Marketing and Product Development in the Business

Now that you understand the two ideas better let’s review some practical strategies for making them work better together.

Clearly Define Roles From the Beginning

When was the last time you sat down and listed the specific duties and roles of team members working in each function? If you’re like most startups, it’s probably been quite a long time. If you want your team to work more effectively together, it’s essential that each team member knows what they should and shouldn’t be doing. One of the most significant sources of friction in the modern workplace is when people feel like they are doing a job someone else should be doing.

Only you can know for sure which particular job roles fall into these two categories, but here are a few common ones to start with:

  • Marketing Manager
  • Marketing Analyst
  • SEO Strategist
  • Content Marketer
  • Social Media Manager
  • Graphic Designer
  • Product Manager
  • Backend Developer
  • Product designer
  • Go-to Market Manager
  • Product Development Coordinator

Remember, this applies not just to internal roles but also to members of the team who may be contract or freelance.

Make a Preferred Meeting Cadence 

For two teams to work well together, they have to communicate regularly. Luckily, thanks to today’s technology, there are more options than ever before for how that meeting takes place. With the prevalence of agile principles, many companies are implementing “stand-up” meetings – quick check-ins that may only last 15 minutes to provide quick progress updates and highlight any specific sticking points.

We can’t tell you exactly how to have meetings within your business, but we can tell you how to decide: evaluate the people involved. Because your marketing team may have different preferences and requirements than people on the product side, doing this may stir up some challenges. The key is coming to a happy medium that can satisfy (at least partially) both sides’ requirements. Some companies have even been able to go entirely away from meetings, relying on async chat and messenger tools to communicate. Whatever style you choose, be confident it helps the maximum number of people on your team work efficiently. 

Define Shared Goals and Data

Even though the product and marketing teams are ultimately working towards similar ends, they may feel distant from people in other departments. This distance often happens because the tools, information, and objectives vary across business functions.

To overcome this obstacle and attain a more cohesive working style, ensure you have at least a few goals shared by those in different functions at the company. These goals should be related to the product and its marketing, but they should also be controllable by both sides. The marketing team can’t do much to influence code sprints, just like the development team may not be able to help your latest social media ad campaign meet your desired numbers. 

To set practical cross-disciplinary goals, recall the idea of lagging and leading indicators. You cannot directly change the lagging indicators any more than you can your weight on a scale or quarterly revenue. There’s no way to force more people to buy your product or service. But if you focus on the factors you can control for leading indicators – the time you spend tweaking your offering – you’ll find that the lagging indicators eventually get where you want them to be.

Final Thoughts on Merging Product Development and Marketing

If you’ve never even thought about connecting these two essential functions of your business, the ideas in this article may seem a little overwhelming. And while it’s certainly possible to survive and even grow as a company, if your departments aren’t working cohesively, you’ll eventually find a ceiling on the level of efficiency and size you can achieve.

For best results, you should consciously connect team members across departments or even consider hiring hybrid-type employees, as we described in the intro. Downsizing and layoffs aren’t the main drivers for this kind of cross-disciplinary interaction – instead, it’s intended to achieve maximum internal efficiency and reach as many clients as possible.

Looking for some help attaining this kind of connection at your own firm? Our team at FunnelEnvy can help. We have many years of experience working with companies of all sizes who want their marketing and product development teams to work better together for the good of the overall business. To get started, click here to fill out a short quiz so we can learn more about your specific problems and determine the best way to assist.

By |2025-05-12T04:37:07-07:00July 10th, 2023|Full-Funnel Optimization|0 Comments
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How to Make Your Ads Less Expensive

Paid advertising campaigns on one of today’s many prominent digital media channels can be a valuable part of any funnel. One of the key advantages of paid ads (also called PPC) is that they offer quicker access to a larger audience than organic strategies like SEO and referral marketing. In this sense, building a massive audience almost “overnight” is possible, often reducing the time it takes to achieve your KPIs.

But like every strategy to promote your funnel and company offerings, paid advertising has a downside: cost. Investing in paid placement on social media networks and search engines can get expensive, especially if you aren’t sure about the return you’re getting.

Based on our experiences working with clients incorporating paid advertising campaigns into their funnel, we’ve found a few specific strategies work best for cost reduction.

Tweak Audience Targeting

On most paid advertising platforms – especially social media networks – one of the first things you’ll do is set up a target audience that dictates what kind of people will see your ads. One significant determining factor is often location: some companies running ads will want to restrict them to people in a specific location. For many software and digital services companies, geography is no longer significant in determining their target audience for paid ads.  

However, you can still use geography as a variable as you adjust your audience targeting until you can find an ideal audience set that gets you the results needed for sufficient ROI. Here are a few other ways to adjust your audience targeting:

  • By device. While it’s essential to ensure all elements of your funnel are accessible from any device, it’s sufficient to experiment and see if one particular device works better for generating engagement and visitors.
  • Browsing time. Each PPC platform will allow you to target the time of day or browsing windows slightly differently. You may find it best to break up these metrics into six or 8-hour periods and see which timing works best.
  • Lookalike audience. A lookalike audience is a predictive feature that allows a network to list people who share the same characteristics as another group of people who have already shown interest in your audience. For example, on Facebook, you might use “Fans of the Business Page” as a lookalike audience to draw on for an ad campaign.
For many software and digital services companies, geography is no longer significant in determining their target audience for paid ads. Share on X

Make the Offer Better

Another big element of getting more traffic from each ad campaign – thus lowering overall costs – is the offer; how do you intend to attract people into your funnel? It starts by getting them to click on the ad while browsing the platform on which it appears; an action sometimes referred to as a “clickthrough.” It is an important first step in any paid ad campaign. No matter how well-optimized your audience targeting or how great your ad creative is, you’ll struggle to bring in enough prospects if your offer isn’t as compelling as it should be.

There are many ways to improve your offer, but we’ve found a simple and quick way to upgrade substantially: keep your current offer but expand what you provide. For example, if you offer a 15% discount on an initial package, you may increase that discount to 20%. If you’re offering a 20-minute evaluation, maybe change it to 30 minutes. 

If these adjustments don’t bring about sufficient improvement, you may want to consider completely changing the nature of the offer. In these situations, look to competitors or companies who work in related industries to see the most successful paid advertising offers.

Strengthen the Hook

In this context, the offer’s ” hook ” refers to the ad’s elements that bring in prospects. Usually, this consists of an image, a headline, and a “sub-headline” element that appears at the bottom. There’s also usually a CTA button that entices users to click and take the next step in the ad’s funnel.

Bringing as many prospects into the funnel as possible is crucial to minimize the amount of money you invest in each ad campaign. One way to do this is by improving the elements listed above. Pick an individual component to work on – like the headline – and go through some testing to determine an ideal version. From there, you can open up the testing to other ad creative elements. For example, should your subheadline be a question that piques readers’ curiosity or a bold statement that challenges their beliefs on an important subject? Either could be practical, depending on your specific needs and target audience.

Call in a Specialist as Needed

As is the case with most elements of a digital marketing campaign, sometimes it’s hard to have the right perspective when you are so close to the internal workings of your funnel. You and your team may have strong opinions about what is or isn’t working for your ad campaigns and the rest of your digital efforts, but you may be missing one key piece of perspective that’s hard to find inside your own business.

These are situations in which outside experience can be precious to your marketing efforts. Cost is a big factor here – there’s no point in reducing the amount of money you’re spending on paid ads for your funnel just to replace that spend with money going towards a consultant or expensive agency. And it’s true that in some cases, bringing in an outside party to review your ad campaigns can make things more convoluted and frustrating.

There are two keys here: first, you must seek assistance on a level that makes sense for your business and your budget. As a smaller startup just beginning to experiment with paid ads to bring in revenue, one probably doesn’t need to rush out to lock down a yearlong agreement with a boutique agency with a five-figure monthly retainer. Even a casual “brain-picking” session with a respected mentor or expert in their field can sometimes be enough to shed new light on a problem that helps you take steps towards solving it.

At FunnelEnvy, our team has many collective years of helping clients in all kinds of industries address challenges related to their marketing funnels, whether it involves paid ads, landing page optimization, or making forms more efficient for visitors. We use this background to give each client personalized attention to help them meet their goals. Whether that’s ensuring they spend less on advertising in favor of other methods or optimizing their current expenses to ensure they get as much return as possible from their ad campaigns, we can help.

If you’re interested in learning more about FunnelEnvy and how we work with our clients, click here to fill out a brief quiz that will allow us to learn more about your business and determine if we’d be a good fit to help with your funnel optimization needs.

By |2025-05-12T04:37:05-07:00April 3rd, 2023|Full-Funnel Optimization|0 Comments
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Optimizing Your Funnel With Video Content

If you aren’t already taking advantage of the power of video content, you’re missing out on one of the most important channels for any type of marketing – especially B2B. Research shows that video makes for some of the most engaging content. Over 9 in 10 marketers already use video in their funnels to help capture the right audience and serve them relevant, helpful content that allows them to accomplish their business goals. Moreover, nearly the same number of consumers report that watching a brand video has convinced them to buy a product.

At this point, it’s far from groundbreaking to say that video should be a key element of any organization’s marketing funnel. Clients often experience difficulty with the specifics of video content and understanding the optimization process. How exactly should you use video in your funnel? What kinds of videos should you make? And how will you know if your videos are effective?

Clients often experience difficulty with the specifics of video content and understanding the optimization process. Share on X

Though it’s tough to definitively answer these questions for any company without specific knowledge of their campaigns, we can offer some advice based on the trends we’ve seen working with clients to help them wisely incorporate video into their existing strategies. Let’s jump in.

Select the Right Kind of Videos

There are dozens of different kinds of video types and endless variations or tweaks you can put on those types to make them even more unique. Just spend a few minutes on YouTube, and you’ll see exactly how diverse video content can be! 

In a business marketing context, we can generally group videos into one of three buckets:

  • Quick snippets are meant to explain one specific concept or express a single idea. Software companies often create these using a screenshare that shows off a particular feature.
  • Medium-length videos are longer and go more in-depth on a broader area. These videos are anywhere from five to 20 minutes in length. For example, one type of feature video could be a medical research company showing off different parts of its facility.
  • Feature videos are anything longer than about 20 minutes. These are often pre-recorded speeches or conference sessions shared with the audience.

Again, these categories aren’t perfect, and you can probably come up with endless video types. Don’t get caught up in the specific traits of one type or another – instead, use them as a springboard to think about which type of video may be best for your business. As you go through the process of creating, promoting, and analyzing your video content, be sure to sort them by type so you can get more data on the effectiveness of each kind.

Let Your Prospects See Themselves

Think about some of the best movies, books, or television shows you’ve consumed over the last few years. For many people, the stories in these mediums are much more effective when they feel a connection to the characters in them. That could mean their job, geographic location, family status, etc.

The best marketers have figured out that this concept doesn’t just apply at the box office or the bookstore – it also works in a B2B marketing funnel. Whether you’re planning to create half-hour explainer videos with multiple scenes and people speaking, or you simply want to run a 45-second screenshare showing a single feature, do what you can to ensure your prospects connect with something. You could use language they recognize, name a process they frequently use in their business, or something completely different.

A case study or testimonial-style video is the best video to achieve this connection. Just be aware that many viewers are naturally skeptical of testimonial videos, so you should strive to include an authentic, balanced evaluation of your company and its offering. 

Connect Performance, Budget, and Analytics

Even after you’ve decided on a particular type of video to use, planned its production, and included it in the right channels, your job is still unfinished. The time after you’ve placed your videos into your funnel and published them on social media, your newsletter, etc., is one of the most critical periods for determining the overall success of your video efforts.

That’s because this is when you can get honest feedback from prospects about how effective your videos are at helping you achieve business goals. This feedback comes in the form of data – views, conversions, form abandonments, meetings booked, and so on. Ideally, you can compare this data with a preexisting, deep data set. 

Once you’ve analyzed the numbers and determined which kinds of videos are performing best for you, double down on them by redirecting more of your budget toward making them. Unless you have a specific reason, there’s no point continuing to spend money on content that doesn’t maximize the return.

An easy way to think of video is a virtuous cycle with three parts: budget, analytics, and performance. The cycle starts when you invest marketing dollars into creating a video (budget), continues when you dive into the numbers and metrics behind the video (analytics), and finishes with an ultimate evaluation of the video’s effectiveness in helping you achieve business goals (performance).

From there, the cycle starts over with the budgetary phase. As each part of the cycle becomes more and more optimized, it carries over to the other parts of the video cycle, helping them improve. 

Final Thoughts on How to Optimize a Funnel With Video

In 2023, it’s essential to get beyond just “doing video” and into optimizing your video for maximum funnel success. Barriers for video have dropped so much that you should already be incorporating them into your funnels.

To reach the next level of success with video, you need to know which types of videos your prospects respond to, how to include a hook that connects them to the content of the video, and what steps are necessary to iterate on videos to attain continued success. After all – you probably already spend time analyzing other elements of your conversion rate, so why not devote some of the same attention to the specific performance of your video?

While it’s possible to handle all of these steps within your organization, many companies find it easier to get them taken care of with the help of an outside specialist. A well-qualified B2B marketing expert will be able to give you a broader, more strategic perspective on the way you incorporate video into your funnel. They’ll assist you in identifying which kinds of videos to produce and how to track their metrics so that you end up getting the most out of the investment you make into a video for your funnel.

FunnelEnvy has helped many clients in various industries attain greater efficiency with video production and a better grasp of whether or not their content is moving the needle. To learn more about our pricing and determine if we are a good match for your needs, click here to complete a short questionnaire.

By |2025-05-12T04:37:04-07:00March 6th, 2023|Full-Funnel Optimization|0 Comments
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3 Trends in Multi-Step Forms for B2B Funnels in 2023

Forms used in digital marketing have come a long way since the earliest days of simple radio buttons, one-line form fields, and dropdown options. Today’s users expect the forms they engage with to be as frictionless as possible, but they also want to know exactly how much of an investment of time they’ll need to make – and what kind of return that investment can bring.

In this modern environment, multi-step forms have emerged as a way for marketers to make forms more easily digestible for users. In turn, this increases the conversion rates typically seen on multi-step forms. According to some stats, multi-step forms can convert 300% more than forms with a single step.

Knowing the value of multi-step forms in today’s B2B marketing, it’s essential to construct them well and keep them updated as trends and best practices change. As the new year progresses, we’ll track multi-step form trends. 

Artificial Intelligence and Forms

There’s a lot of discussion in the media about artificial intelligence and what it will mean for the future of business. ChatGPT, a sophisticated text-based AI platform created by the prominent research firm OpenAI, has dominated headlines and social media posts thanks to its accuracy and authentic-sounding tone.

AI tools are exciting to discuss but are still far from being a core element of any B2B marketing campaign or funnel. One of the most common deployments of AI in multi-step forms comes with chatbots, which can be helpful tools for certain prospects but aren’t a panacea for all sales needs.    

Specifically, AI tools like chatbots can help when a visitor has a straightforward question about an element of a form but aren’t as valuable for complex inquiries. Throw in the technical complexity and high-dollar amount often associated with B2B purchases, and you can see why many prospects may not want AI heavily involved in their transactions. Despite this, we anticipate AI tools becoming more and more helpful for their predictive capabilities in the early parts of forms when users may need a straightforward clarification or additional detail.

Increase in Social Proof

Since the earliest days of business, social proof – or validation of a product or service from other buyers – has always been a valuable marketing source, especially for companies selling complex and high-dollar solutions. In the economic conditions of 2023, where budgets are likely tight due to pressure on supply chains and other global factors, B2B buyers may want even more social proof before committing to a specific vendor.

In 2023, we expect the changes to multi-step forms in this category to be more related to the specific nature of the social proof provided. For example, we’re already seeing more videos used as social proof throughout marketing funnels. Some studies show that two out of three people would be more willing to purchase after watching a testimonial video showing how a product or service helped someone else like them.      

Another important social proof indicator for 2023 will be the participation in industry groups and organizations. These associations and trade organizations are increasingly effective in certain industries – like healthcare and medical technology – and should continue to grow in importance throughout the year. If your form can remind visitors of your participation in well-respected associations or industry forums, it may increase your conversion rate and improve your overall marketing results.

Progress Indicators & Dynamic Forms

For many years, studies by major research organizations have shown the value of using progress bars, indicators, or icons somewhere on your form. These elements show people where they are in a multi-step form and how much they have left before completion. Research indicates that these elements extend the attention span of users and may make them more likely to finish the form.

Throughout the rest of the year, we expect these elements to become even more prominent throughout B2B forms. Look for leading marketers to deploy these elements in slick, user-friendly ways that don’t detract from the experience. For example, you might incorporate additional information about a form behind a hover icon near the progress bar.

Along the same lines, we’re also projecting an increase in the importance of dynamic forms. Everyone has had the experience of filling out a long form with multiple unnecessary questions that may or may not even apply to their situation. Dynamic forms that adjust based on user-provided information are a valuable solution to this problem. If your forms aren’t adaptable based on specific details that people provide, you may be adding friction to the process and making it less likely that people will complete the form.

Going forward this year, we expect dynamic forms to become even more popular and wide-reaching in their applications. One of the more popular dynamic form use cases involves providing extra content to give prospects even more details about a specific solution. Combining these ideas with technology like automated follow-up tools can create a powerful push to get prospects through your funnel.  

One last note on this point – remember that there’s a fine line between helpful form add-ons and excess clutter that distracts a user from completing the form. With multi-step forms that already require a larger investment of time and energy, it’s crucial to be mindful of clutter or wasted elements. Finding the correct balance requires testing and input from real prospects and customers.

Remember that there’s a fine line between helpful form add-ons and excess clutter that distracts a user from completing the form. Share on X

Incorporating Multi-Step Form Trends Into Your Funnel

As is always the case when we discuss trends, developments, or best practices in a particular area, we aren’t suggesting that you rush to incorporate these three ideas into your campaigns as quickly as possible. Not all of these ideas may be right for your multi-step forms, or you may already have some in current funnels.

Instead, it’s critical to identify which concepts make the most sense for your forms and then thoughtfully plan a strategy for adding them to your campaigns. Multi-step forms may not be the sleekest or most exciting elements of your marketing funnels, but they can be vital to the success of your campaigns. A minor tweak to a multi-step form can cause a significant improvement in its conversion rate, leading to massive results in your business.

If you’re looking to apply one or more of these ideas to your multi-step forms but aren’t exactly sure how getting help from an experienced advisor can be valuable. Our team at FunnelEnvy has many years of experience helping clients plan, develop, and optimize multi-step forms that move prospects along their funnel. Whether you want to improve a mid-campaign form that helps existing prospects or you want to optimize your lead capture form, we can help you incorporate all the elements your form needs to be user-friendly, concise, and persuasive to all prospects who use it.

Fill out this brief form to get more details about our pricing structure and learn more about how we can help your organization.

By |2025-05-12T04:37:03-07:00January 9th, 2023|Full-Funnel Optimization|0 Comments
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4 Best Practices for Creating Engaging B2B Content

There’s a massive amount of content on the web today. Even before the global pandemic that forced everyone to stay home, reports indicated that over two-thirds of all data on the web was created sometime in the last few years.

Unfortunately, a lot of that data isn’t practical. The same is true in the world of B2B content. Many companies are embracing the practice – more than 4 in 5 B2B marketers use content marketing as a strategy, according to HubSpot surveys from 2021.

The problem? Not enough companies are doing content well. The prevalence of content marketing strategy means that many organizations are rushing to put out content simply “to have something there,” or even worse, just as a way to game SEO algorithms to increase their page rankings.

If this sounds like your company’s strategy, it needs to make a change. Whether creating content for a specific part of your funnel or more generalized marketing content, here are four tips to give you a better chance of engaging your audience.

Remove Fluff and Filler Ruthlessly

If you’ve done any kind of search recently related to any type of marketing or digital business phrase, you’ve probably noticed a common issue. There’s a lot of useless content out there. Sure, you can still find valuable stuff on any subject, and Google has been trying its hardest to update its algorithm quickly enough to weed out low-quality search results. But the proliferation of content and search engine marketing means there are still plenty of pages designed just to help the publisher move up search engine results – not to help someone in their target audience.

There are two simple (but not always easy) methods for making your content more valuable. First, you have to cut all fluff and filler from your content. Be ruthless – if there’s a question about whether or not something is worth including, you should probably scrap it. This ruthlessness even extends to things writers love, like using outside anecdotes or drawn-out metaphors.

It’s particularly important to make your content easy to interpret and valuable when it’s being used further down your B2B funnel. Decision-makers at companies making significant purchases usually want to maximize their time considering different vendors and solutions. Sifting through unnecessarily long content doesn’t give them a positive perspective of your company or its offering.

It’s particularly important to make your content easy to interpret and valuable when it’s being used further down your B2B funnel. Share on X

The second important step in removing fluff and filler is making your content more digestible so prospects can scan and read it more quickly. This method is called “scannable content.” According to Microsoft, a few essential strategies for scannable content include:

  • Put your most important content above the fold or the part of the page the user doesn’t need to scroll down to see.
  • Be brief, clear, and concise. Don’t use more words than you need.
  • Include navigation options for a long document.

You might also think about using progress bars or page numbers so users know how much more they have left in the content. Some more modern publications will even estimate how long it will take to read a piece of written content.

Use the Right Hook

By its nature, B2B content has to be highly customized. Buyers in this sector have specific and dynamic needs regarding what they’re looking for out of a business solution. These discerning needs are part of the reason tactics like content and account-based marketing are so popular with B2B marketers in the first place.

And while the personalized requirements of B2B content marketing might make the process more difficult in some ways, in another sense, it makes creating engaging content easier. Knowing a lot about your prospect’s specific needs and challenges means you can present more relevant information.

In content marketing parlance, a “hook” immediately grabs users’ attention and makes them want to continue consuming the content. Whether it’s a headline, the first sentence of a blog article or social media post, or the initial words of a video, a good hook can be the difference between someone consuming an entire piece of content or bouncing out of it quickly. In any B2B content setting, you want to make your hook as personalized as possible. In the best-case scenario, a prospect should feel like you’re speaking directly to them.

Be Interactive

This tip isn’t always fully applicable, depending on the channel you use for your content. But if you’re using a platform where interaction is a big component – such as social media – it’s important to include an avenue for users to engage with the content. In the B2B setting, it’s common to see posts on social media that ask users to share their own experiences, for example.

If you can’t make your content directly interactive for users, try to help them imagine themselves in the same situation. Visualization is one of the most powerful psychological tools available to us as humans. Putting your content’s audience in a position to visualize themselves using your product or service is one of the best ways to help nurture them closer to converting into customers. Whether you achieve this by including a few poignant questions at the end of an article, or some interesting visuals in an infographic or video, it’s critical to draw the user into becoming more than just a passive consumer of your content.

Measure and Analyze the Right Metrics


These steps are fantastic, but some may work better for you than others. Some may not work at all! How will you know if this is the case and which tactics may or may not apply? There’s only one way: measuring and analyzing how well it performs.

The big challenge many companies face is not necessarily analyzing metrics – it’s choosing the right metrics to follow. We see numerous prospects encountering the same problem: their high-level metrics like views, click-through rates, and session time numbers are good, but they aren’t leading to conversions or sales. 

That’s why it’s so important to track the correct numbers. In the hugely broad, dynamic world of business data, it’s easy to get overwhelmed by fancy metrics or numbers that seem important but don’t tell you much about your content. To overcome this challenge, think intentionally about a few of the most critical numbers that matter to your business and its content efforts, then make sure you stick to tracking just those numbers. It’s okay to revisit your core metrics from time to time to ensure they are still working the way you need, but don’t be swayed from measuring the KPIs you initially decided were most important.

And if you need any help figuring out which metrics to track or how to keep your content engaging, our expert team at FunnelEnvy is ready to help. We have several years of experience working with B2B companies to optimize their funnel content and ensure they can stand out in today’s noisy content marketing sector. Click here to fill out a short questionnaire and learn more about our pricing structure.

By |2025-05-12T04:37:01-07:00November 28th, 2022|Full-Funnel Optimization|0 Comments
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Creating Effective Paid Ads for Modern Buyers

B2B marketers who have been around a while might recognize the early and mid-2010s as a golden era of paid advertising. Costs per click were less expensive, and budgets could go much further. As we move into 2023, paid ads are still an excellent way to attract a targeted audience. However, the channel has grown more complex and dynamic regarding drawing in the right people.

It’s still possible to successfully incorporate paid ads into your funnel and make them a positive investment in your marketing. You’ll just need to calibrate your approach a bit more carefully. The strategies and tips below will help.

Ensure All Ads Are Responsive

Responsive design ensures that content is accessible, viewable, and properly usable on all kinds of devices and has been around as a web design principle for a while. Still, considering the recent changes in the B2B audience, it’s critical to ensure all elements of your ad funnel operate well on all kinds of devices. According to data from Google, 70% or more of B2B searches originate on mobile devices. Many people from Generation Z who grew up using mobile devices their entire lives are now moving into professional roles related to B2B purchasing.

It’s not enough for an ad or landing page to load on a smartphone or tablet – it also has to be clickable, with accessibility for forms if your ad requires collecting information. Think about the usable elements of your ad funnel when someone squeezes and taps with their fingers instead of using a mouse.

Incorporate Multimedia Content

For a long time, standard ad formats have involved a main image, headline, and some text underneath the picture. While there’s nothing inherently wrong with this format, today, several other forms of media are gaining popularity in advertising. Social networks like TikTok and Instagram, which emphasize video, are becoming much more popular than traditional options.

Think about the usable elements of your ad funnel when someone squeezes and taps with their fingers instead of using a mouse. Share on X

If you don’t think TikTok is the right place for your brand, you might be surprised. Over 40% of TikTok users are between 30 and 49 years old. TikTok also boasts higher retention rates than most other networks. There are lots of devoted TikTokers of all ages – you probably know a few yourself – and while they may not specifically use it for B2B purposes, that doesn’t mean TikTok can’t work as an effective platform for that kind of marketing.

If you aren’t sure how to get started with videos in your ads, try starting with simple smartphone videos that you can record with basic equipment like a tripod or stabilizer device. Thanks to technology, you don’t need to invest five figures in a studio or production company to make quality B2B ad videos.

Include a Hard-Hitting Fact, Stat, or Statement

Attention-grabbing sentences are common in loads of marketing, from blog posts to emails to ads. It’s sometimes called a “hook” because you intend to lead the message and pull people’s attention to you. On most paid advertising platforms, users look at multiple different kinds of media, often scrolling through a home page or feed. 

The statement or statistic aims to get someone to stop scrolling and think about your ad. Not everyone who stops to look at your ad will be a good fit for your funnel, and that’s okay – the fact that your hook was able to stop and get their attention is a good sign on its own. 

What examples of hooks can you use to get someone’s attention in a paid ad campaign? Here are a few:

  • A quote from a customer testimonial
  • A statistic presented in a visual format, such as an infographic
  • Actual results from a customer case study or trial run
  • An abstract image or visual (as long as it’s at least loosely relevant to your offering)

With some creativity it’s possible to come up with a unique hook that draws in the specific audience you’re targeting. Your hook’s effectiveness is in your ad’s clickthrough rate, but you can also look into more advanced metrics for engagement, like time spent on the ad’s landing page or the number of repeat sessions with an ad campaign.

Speak Your Prospects’ Language

Whether using videos, text, or different communication tools, your content must resonate with the people you want to see your ads. You’re more likely to succeed when you use the type of words and descriptions they commonly use in their day-to-day roles. You don’t need to pack your ads and landing pages full of jargon or overly technical terms. Still, anyone who reads or hears a unique term or phrase they use often will immediately feel a connection with your ad and its associated landing page.

For the right balance, it can be helpful to include an actual quote from a client or someone in the industry, for example, a case study or expert interview. If you aren’t sure whether or not your video or ad copy has too much jargon, talk to an unbiased expert in that field. They’ll be able to tell you if your content sounds natural and normal or if it sounds like you are trying too hard to match the way a prospect might talk.

Final Thoughts on Making effective B2B ads today

On almost any social network you spend even a little bit of time on today, you’re bound to come across several different ads for advertisers in virtually any field – including B2B. You probably already know how effective these ads can be if you create them properly. You may even have purchased something or subscribed to a business because of one!

The biggest challenge with paid advertising these days is competition. Even in a relatively niche field, you likely have to deal with multiple competitors vying for the same attention on the platform. The best way to overcome this challenge is to constantly optimize your ads and create them to appeal to a particular subset of people. 

There are three key aspects to this approach you should bear in mind: 1) Make sure your ads (and all related funnel components) work well on any device. 2) Ensure you speak your prospects’ language. 3) Incorporate a hook that grabs their attention and makes them want to engage further with your ad.

Of course, this process is typically easier said than done. It usually takes time, practice, and trial and error with a specific social network to succeed at the right voice, find the right people and get them to convert once they take the next step and click on your ad.

If you’re looking for expert assistance with this entire process or want a few more sets of eyes looking at your current B2B ad campaign, FunnelEnvy can help. Our team works with B2B companies of all varieties, from tech to healthcare to finance and everything in between. If you want to learn more about our services and schedule a consultation to see if we can help your team grow, click here to complete a short quiz that will help you learn more about our pricing.

By |2025-05-12T04:37:01-07:00November 14th, 2022|Full-Funnel Optimization|0 Comments
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