Why you need to adapt your marketing strategies to this innovative approach
The importance of a constant presence throughout the user's purchasing journey
The Key Role of a Multi-Channel Strategy in B2B Marketing
The traditional approach to developing B2B strategies has always been based on brand awareness, following a three-phase path: new customer acquisition, engagement , and retention with the aim of building customer loyalty.
However, in a digital context like the current one, dominated by chaos and the bombardment of announcements, we need to rely on an innovative approach that can better interpret the consumer's customer journey : this new approach is called Messy Middle Funnel.
The Messy Funnel differs from the traditional funnel in that it recognizes and embraces the complexity and non-linearity of the conversion path that users face today. Rather than following a linear sequence marked by phases, the Messy Funnel adapts to the different interactions ( touch points ) that customers may have along their journey.
From the linearity of the funnel to the chaos of the Messy Middle: how to bring order to a B2B strategy
The B2B sales process involves a longer courtship phase with the user than companies that target end consumers (B2C), before they become paying customers.
The basis is the fact that those who make purchases in the B2B market (typically the buyer figure) are looking for products or solutions capable of satisfying business needs or solving organizational problems, such as increasing productivity or increasing competitiveness.
The B2B purchasing journey in the digital age
Before choosing which supplier to rely on, the buyer figure must often go through several internal processes and obtain multiple approvals from stakeholders . Not to mention that purchases in B2B companies often require greater involvement and support from the supplier itself in the sales process.
For this reason, purchases are almost never made on impulse . In fact, buyers tend to use a more rational approach, researching and based on feedback. Only after in-depth research does the moment come to make a purchase decision, a situation that is less likely to occur with B2C consumers.
In this already complex scenario, there has been a further change in the way companies move along the purchasing path, having to deal with intermediate stages that are much more complex and chaotic. This change is the consequence of the ever-increasing presence of information and options available online.
In the funnel model, consumers followed a linear path, moving through several stages: awareness, consideration, and decision. However, in the Messy Middle , the path becomes much less linear and predictable , as consumers find themselves immersed in a myriad of options, reviews, social influences, and information that can inevitably influence their decisions.
Messy Middle: The New Funnel That Will Revolutionize Marketing
The messy middle model devised by Google that resembles an infinite loop with two exit points: trigger and conversion
During these phases, purchasing departments often find finland whatsapp number data 5 million themselves confronted with a series of conflicts and uncertainties. They consider different alternatives, weigh the advantages and disadvantages, read reviews and seek the opinions of colleagues or partners.
The Crucial Role of a Constant Presence in the Customer Journey
The shift to the Messy Middle is in this scenario. It is no longer enough to focus only on creating awareness or driving the final purchase. You need to be present and relevant throughout the entire purchase journey , providing useful information, reliable reviews and personalized solutions.
The transition from a funnel model to the Messy Middl model requires more flexible, adaptable and present marketing strategies throughout the entire customer journey . Only in this way will they be able to influence purchasing decisions and gain customer trust in an increasingly complex and chaotic context.
Messy Middle B2B Strategies: Information, Consulting and Success Stories
In concrete terms, companies can adapt their marketing strategies to the Messy Middle by creating informative and useful content to help prospects navigate their specific challenges and problems . Working closely with customers throughout the sales journey, providing personalized advice and demonstrating the added value of their offering, will be key.
