Sealing the Deal: BoFu Marketing at its Best
Sometimes, it’s easier to use metaphors to describe marketing tactics.
If top-of-the-funnel (ToFu) marketing is like getting to know someone, and middle-of-the-funnel marketing (MoFu) is proper flirting, then bottom-of-the-funnel marketing (BoFu) is finally getting up the nerve to ask someone on a date.
Put simply, BoFu marketing is the point where a B2B lead becomes an actual client. Your business needs to hone in on a potentially-interested partner, then give them an offer they can’t refuse. Badda bing, badda boom—a partnership is formed.
When Should You Go for It?
The funnel marketing process orients itself around leads. You’ve found yourself in the BoFu phase of marketing once you’ve:
- Done a significant amount of research on a particular lead
- Offered up plausible solutions to a potential partner
- Distinguished yourself among your competitors
- All of the above.
At this point, your potential client, will have all the information necessary about your business. Convince your client that your product or services–not to mention the operations behind them–are worth his or her time.
If your client doesn’t have enough information or feels like they’re drifting, don’t go for the kill—yet. Even at the bottom of the funnel, you can take time to backtrack. Always make sure you’ve provided all the resources your customer needs to make an informed decision about your partnership.
BoFu Marketing Tactics
Unlike ToFu marketing, which involves cold-calling or creating lead-magnet campaigns, BoFu marketing is individualized and focused. It’s less a campaign and more a deliberate offer to convince a potential partner of your industry authority. These maneuvers include:
- Vendor comparisons
- Presentation of portfolios and case studies
- Live demos of a product or service
- Trials of a product or service
- An individualized consultation
Note: While you may be tempted to resume the role of a salesperson at this stage, resist. Remember that you’re trying to strengthen the foundation of your relationship with a client at this point. If you make your conversations and subsequent offers about the client’s needs, you’ll be more likely to find success.
It may seem risky to offer a potential B2B client a free trial or consultation with your company. This action, however, exhibits a significant amount of trust in your potential partner, and that won’t go unnoticed.
Other benefits of these direct BoFu marketing tactics include:
- Needs awareness: Will your product or service meet your client’s expectations and needs?
- Skepticism alleviation: Once a potential client has been able to put your product or services to the test on its own terms, that partner will feel more informed on the benefits your business can provide.
BoFu marketing is the process showing your potential client that you’re prepared to commit to a relationship. Plan and individualize your BoFu marketing tactics on a case-by-case basis, and you’ll be able to show your potential clients just how serious you are about securing their business.
Image attribution: faithie – stock.adobe.com