Full-Funnel B2B Marketing Show Episode 57: The Art Of The Customer Interviews with Zineb Layachi
Jul 1, 2021
59:05
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Most marketing campaigns are doomed beforehand because of naive B2B funnels.
The B2B companies that still think that their customers have a linear buying process like:
- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA
- Arrived at the landing page and submitted a form or purchased the product
... are burning the marketing budgets.
The truth is that the decision-making process usually happens in "the dark funnel":
- Communities where your customers ask their peers for the recommendation
- Live events of industry thought leaders
- Social media
Companies don't invest in creating demand and building visibility where the buyers hang out because:
a) They can't attribute it to revenue
b) They don't understand when and how they can generate leads
c) It requires investing in demand generation, hiring content marketers, a building owned PR programs that seems to be sophisticated and unpredictable because of the 2 points I mentioned above
Until the company cultivates the lead gen, company-centric approach, these obsolete naive lead gen funnels will exist.
But the best part about this is that it opens the doors to a minor part of small companies that can grow pretty fast because they don't have real competition.
The only question is how to define the dark funnel?
One of the ways we do it is by running in-depth customer interviews.
I'm going to host a new episode of the Full-Funnel Podcast with Zineb Layachi where we are going to chat about how to run the customer interviews to:
- Refine your ICP and positioning
- Define what influences the decision-making process at your key
- Understand the "dark funnel"
RESOURCES:
Customer interview worksheet: https://drive.google.com/drive/folders/1idmQO1DSiLAVipVIDhiIGMt-ig5jYOBJ?usp=sharing
Descript (transcribe service): https://www.descript.com/
Zineb on LinkedIn: https://www.linkedin.com/in/zineblayachi/
Most marketing campaigns are doomed beforehand because of naive B2B funnels.
The B2B companies that still think that their customers have a linear buying process like:
- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA
- Arrived at the landing page and submitted a form or purchased the product
... are burning the marketing budgets.
The truth is that the decision-making process usually happens in "the dark funnel":
- Communities where your customers ask their peers for the recommendation
- Live events of industry thought leaders
- Social media
Companies don't invest in creating demand and building visibility where the buyers hang out because:
a) They can't attribute it to revenue
b) They don't understand when and how they can generate leads
c) It requires investing in demand generation, hiring content marketers, a building owned PR programs that seems to be sophisticated and unpredictable because of the 2 points I mentioned above
Until the company cultivates the lead gen, company-centric approach, these obsolete naive lead gen funnels will exist.
But the best part about this is that it opens the doors to a minor part of small companies that can grow pretty fast because they don't have real competition.
The only question is how to define the dark funnel?
One of the ways we do it is by running in-depth customer interviews.
I'm going to host a new episode of the Full-Funnel Podcast with Zineb Layachi where we are going to chat about how to run the customer interviews to:
- Refine your ICP and positioning
- Define what influences the decision-making process at your key
- Understand the "dark funnel"
RESOURCES:
Customer interview worksheet: https://drive.google.com/drive/folders/1idmQO1DSiLAVipVIDhiIGMt-ig5jYOBJ?usp=sharing
Descript (transcribe service): https://www.descript.com/
Zineb on LinkedIn: https://www.linkedin.com/in/zineblayachi/