Maximizing the Impact of Marketing in the Mid-Late Funnel Stages

It's a common misconception that marketing only operates at the top of the funnel. In reality, marketing can play a critical role in driving deal velocity in mid-late funnel stages. Here are some strategies and tactics to help you maximize the impact of your marketing efforts in the mid-late funnel:

1. Don't Turn of Nurture

Just because an opportunity is created doesn't mean you should stop nurturing. However, you should change the nurture stream to be more focused on validation, case studies, differentiation, and ROI. Make sure your nurture stream is tailored to the specific needs and pain points of the prospect, and in sync with your sales team.

2. Create Opportunity Progression Assets

Create assets specifically for opportunity progression. These could be things like webinars with customer storytelling, roundtables, and hackathons. Your sales team can invite their later stage prospects to these events, providing a more personalized and engaging experience that can help move deals forward.

3. Use RFP Templates

RFP templates may not be the most exciting topic, but they can be incredibly useful in the mid-late funnel stages. Having a standard RFP template can save time and ensure consistency across different opportunities. It can also help you identify potential areas of concern or objection, and address them proactively.

4. Invest in Buyer Enablement

It's not just about sales enablement; invest in buyer enablement as well. Help your prospects understand the integration, installation, and adoption process, and provide your champions with assets they can use to sell internally. By making it easier for your champions to sell for you, you can help accelerate the sales cycle and close deals faster.

5. Use Sales Enablement Tools and Resources

Sales enablement tools and resources can help your sales team provide a more personalized and efficient sales experience. Consider using tools like account-based marketing platforms, personalized video, and virtual events to help your sales team engage with prospects and move deals forward.

6. Use ROI Calculators

ROI calculators can be incredibly effective in the mid-late funnel stages. By showing prospects the potential ROI of your solution, you can help them justify the investment and make a stronger business case. Make sure your ROI calculator is tailored to the specific needs and pain points of the prospect, and use it as a tool to facilitate conversations with your sales team.

In conclusion, marketing can play a critical role in driving deal velocity in mid-late funnel stages. By nurturing opportunities, creating opportunity progression assets, investing in buyer enablement, and using sales enablement tools and resources, you can help your sales team close deals faster and drive revenue growth for your organization.