Quick Guide: Building a Growth Marketing Strategy

For a B2B growth marketing strategy to be effective, you must understand how your marketing pipeline converts prospects into customers. Prioritize a pipeline assessment that analyzes lead activity:

• Examine the top of your marketing funnel. This includes anyone who visits your website, engages with social media content, or otherwise becomes aware of your brand.
• Look at mid-funnel leads — accounts and stakeholders who visit your website, follow your social media profiles, or frequently engage with your content.
• Finally, examine the revenue generation stage of your pipeline. These are the accounts  that ultimately convert to closed-won.

In terms of growth marketing, your goal is to determine where potential customers fall away from the pipeline. While you should expect some churn, sudden or significant drops at any stage may signal that your strategy needs work.

Here are some questions to keep in mind:

• Are leads even finding their way into your funnel? If overall views are low, you may need to consider another channel or build awareness through inbound marketing.
• Is your content engaging enough to sustain an audience? If you can publish and share content relevant to your customer persona, you are more likely to sustain interest in your product.
• Are there any problems with your conversion process? Technical issues are the most common obstacle to converting opportunities into customers, especially at crucial conversion points like Contact Us pages and demo requests.

These steps will vary depending on the nature of your marketing pipeline or funnel. Hubspot, for example, follows an “attract, engage, and delight” model. Others may adopt the AARRR framework: “acquisition, activation, retention, referral, and revenue.” In all cases, optimizing your pipeline for maximum revenue will drive growth over the short and long term.