[EP100]
In Part 2 of our 3-part miniseries, we speak with B2B marketing experts Kylie Lang (Quiz Funnel Strategist, Kylie Lang) and James Hipkin (CEO & Founder, Inn8ly) about the middle of the marketing funnel. During our discussion, Kylie and James talk to us about the importance of middle-of-the-funnel activities and how marketers can leverage customer validation as well as social proof to support the research and evaluation process of prospects. They also give us a list of tactics that marketers should STOP using, and provide us with insights into the activities that are effective and generate the best results.
Topics discussed in this episode:
• The strategic importance of the middle of the marketing funnel [1:55]
o Understanding the right type of content and platforms for your target audience
o Have transactions of increasing value
• Some tips on middle of the funnel activities:[6:37]
o Encourage interactions by having simple CTA in emails, use of SMS, and personalized videos (with tracking)
• How to repurpose instead of overproducing your content [16:39]
• How to create content that attracts and resonates with the right target audience [21:03] | [23:17]
• How to leverage customer validation and social proof [28:05]
o Know where to look for your social proof
o Place the testimonial(s) where they best support your main message
• Kylie and James share case studies on how middle of the funnel activities can be implemented successfully and generate good results. [38:49]
Companies & links mentioned:
⁃ Kylie Lang (https://www.linkedin.com/in/kyliecarlson/)
⁃ James Hipkin (https://www.linkedin.com/in/jameshipkin/)
⁃ Inn8ly (https://inn8ly.com/)