[EP 99]

Creating, implementing, and measuring the results of activities within a marketing funnel is a challenge that B2B marketers are constantly confronted with. What should they focus on? How should they measure success? What should they base their marketing activities on?

Tune in to Part 1 of our panel discussion where we speak to B2B marketing experts Kylie Lang (Quiz Funnel Strategist, Kylie Lang) and James Hipkin (CEO & Founder, Inn8ly) about the top of the marketing funnel. During our discussion, Kylie and James talk to us about the importance of developing the right strategy, some “bad habits” that B2B marketers should avoid, and some untapped opportunities at the top of the funnel. They both also highlight some relevant customer success stories and explain how data should be leveraged to deliver a more personalized marketing approach.

Topics discussed in this episode:
⁃ The importance of starting with a strategy, customer avatars and the customer journey prior to the marketing execution [2:26]
⁃ Why many marketers are skipping the steps of customer understanding and develop avatars based on the assumptions [10:52]
⁃ Some of the B2B marketer’s bad habits [18:00]
⁃ Untapped opportunities when it comes to top of the marketing funnel [27:35]
• Videos, on-demand webinars and quizzes
⁃ Leveraging data to create something specific and personalized for qualified leads [37:09]
• Reverse engineer your best customers’ journey
• Test big things

Companies & links mentioned:
⁃ Kylie Lang (https://www.linkedin.com/in/kyliecarlson/)
⁃ James Hipkin (https://www.linkedin.com/in/jameshipkin/)
⁃ Inn8ly (https://inn8ly.com/)