Leverage sales enablement content to drive sales at the bottom of the funnel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 03, 2021, 2:06 AM UTC

Hosting webinars and events can help brands attract the attention of prospects from the middle of the funnel (MOFU).

Content marketing using various formats can boost awareness, attract prospects, build trust, produce quality leads, and increase conversions. Content formats like billboards, TV ads, search-optimised blogs, social media videos, infographics help raise awareness at the top of the funnel (TOFU).

Interviews and guest posts also work well to boost click-through-rates at TOFU. To attract audiences in MOFU create how-to articles, how-to videos, authentic research papers, gated content, lead magnets with downloads, welcome series emails and more.

Formats like sales enablement articles, brand stories, landing pages, service pages, CTAs, testimonials, case/studies can convert prospects into paying consumers at the bottom of the funnel (BOFU). Use the appropriate format at each stage of the funnel to boost sales.

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