Bottom-of-funnel Tactics for B2B That Actually Work

March 19, 2024
Anonymous Marketer | Content Marketing | Marketing Strategy

Episode Summary

In the engaging episode of The Anonymous Marketer, host Kirsti Lang welcomes Masooma Memon, a distinguished content marketer specializing in B2B SaaS, to dive into the nuances of bottom-of-funnel (BoFu) content strategies. The conversation begins with Kirsti introducing Masooma, highlighting her extensive experience in creating impactful content for notable brands such as Shopify, Vimeo, and Canon Lee. Masooma’s approach to content marketing, emphasizing the importance of interlinking pieces to guide readers through a brand’s offerings, sets the tone for a deep dive into effective BoFu tactics.

Masooma shares her insights on the often misunderstood marketing funnel, advocating for a dynamic approach that treats content as a comprehensive resource library. She underscores the power of storytelling and empathy in crafting content that positions the reader as the hero of their journey. The discussion illuminates the critical role of content in establishing trust and authority, particularly at the bottom of the funnel, where the focus shifts to demonstrating the product’s value in solving specific problems.

The conversation also touches on the importance of collaboration across sales, customer support, and product teams. Masooma stresses that understanding the product’s features, pain points, and jobs to be done is essential for creating content that effectively addresses potential hesitations and showcases the product’s benefits. This collaborative approach fosters a more engaging and convincing narrative that leads to conversions.

Listeners are encouraged to explore these insights further and contribute to the discussion by submitting their questions on content marketing challenges. To participate, visit the “Marketers in Demand” website at marketersindemand.com/anonymous. Here, you’ll find a form where you can share your biggest marketing hurdles, and Kirsti may invite an expert like Masooma to offer solutions in future episodes. 

This episode is a must-listen for marketers looking to refine their content strategy and drive meaningful engagement at every stage of the marketing funnel.

Featured Guest

Name: Masooma Memon
What she does: Principal

Company: Content Marketer for B2B SaaS

Noteworthy: Masooma Memon, acclaimed as one of the top content marketers, has crafted content for Shopify, Vimeo, and Canon Lee among other notable brands.

Key Insights

Embrace the Content Playground

Masooma advocates for a “content playground” approach, encouraging marketers to interlink pieces of content to guide readers through a brand’s offerings. This approach shifts the focus from a rigid marketing funnel to a dynamic resource library, fostering trust and authority in the brand. By emphasizing value-driven content and empathetic storytelling, brands can position themselves as trusted advisors, not just service providers.

Product-Led Content as a Strategy

The discussion highlights the significance of product-led content, particularly at the bottom of the funnel (BoFu). Masooma underscores the importance of subtly incorporating product mentions in top-performing pieces and future content plans. This strategy involves detailed product showcases, customer success stories, and leveraging webinars to introduce real-world applications. It’s about creating content that not only informs but also demonstrates the product’s value in solving specific problems.

Collaboration for Content Conversion

Masooma suggests that effective BoFu content requires collaboration across sales, customer support, and product teams to understand the product’s features, pain points, and jobs to be done. This collaboration enables the creation of content that addresses potential hesitations and showcases the product’s benefits in meeting customer needs. By focusing on benefits over features and addressing hesitations directly in content, brands can foster a more engaging and convincing narrative that leads to conversions.

Episode Highlights

The Essence of Top Funnel Content

Masooma Memon highlights the role of top-funnel content in establishing brand authority and educating potential customers without going into product specifics. This stage focuses on brand awareness, subtly introducing the brand’s offerings while prioritizing education over sales. She emphasizes the importance of positioning the brand as a thought leader and a reliable source of information related to its business area.

“Top funnel is mostly content where you’re creating awareness about what you do as a brand […] but it’s just superficially talking about the product not too much detail because you at this point in time, you are establishing yourself as an authority.”​​

Leveraging Internal Creators for Authentic Content

The conversation transitions to the significance of leveraging internal creators to produce genuine and relatable content. Masooma stresses the impact of employee advocacy and personal branding on content authenticity and reach. By encouraging employees to share their experiences and insights, brands can foster a more authentic connection with their audience, enhancing trust and engagement.

“So, if they are creating internal creators. And I see this happening, for example, the SEMrush team does that. You could call it creating internal creators, or you could call it having an employee advocacy program.”​​

The Role of Case Studies and Customer Storytelling

Masooma and Kirsti discuss the transformation of traditional case studies into compelling customer stories. They both advocate for a storytelling approach that focuses on the customer’s journey and success, rather than just the product. This method shifts the narrative to show how products enable customer success, thereby creating a more emotionally engaging and relatable content piece.

“Case studies are such a great way to do that and I often feel like they’re a missed opportunity because we tend to focus so much on the numbers.”​​

Bridging B2B and B2C Content Strategies

The discussion explores how B2B brands can adopt B2C content strategies, particularly focusing on humanizing the brand and product showcases. Masooma suggests that incorporating the human element, through feature tutorials by founders or team members, can demystify products and foster a closer connection with the audience. This approach also includes leveraging personal branding and creative partnerships to enhance trust and relatability.

“Less salesy but pure product education and not hesitating from talking about the tool in an educational way.”​​

Available on these platforms:

Related Content

In this episode of The Anonymous Marketer, host Kirsti Lang sits down with Samantha Zabell, the Director of Content Strategy at Duolingo, to tackle the pressing issue of marketing team...
In this episode of The Anonymous Marketer, Kirsti Lang and guest Masooma Memon dive into effective B2B content marketing strategies, focusing on bottom-of-funnel (BoFu) tactics. ...
In this enlightening episode of The Anonymous Marketer, host Kirsti Lang dives into the world of freelance marketing with Anna Burgess Yang, a renowned freelance Fintech and Product-Led Content Writer....
In this enlightening episode of The Anonymous Marketer, host Kirsti Lang dives into the world of freelance marketing with Anna Burgess Yang, a renowned freelance Fintech and Product-Led Content Writer....
In this episode of The Anonymous Marketer, host Kirsti Lang converses with Erik Martin, a seasoned marketing expert. They delve into the importance of maintaining a professional portfolio for marketers....
In this insightful episode of The Anonymous Marketer, host Kirsti Lang dives into the intricacies of personal branding on social media in a corporate setting with guest Lorraine K. Lee...
In this episode of The Anonymous Marketer, host Kirsti Lang talks with Ashley Louise, the Co-Founder & CEO of Ladies Get Paid. They delve into the challenges and strategies of...
In this episode of The Anonymous Marketer, host Kirsti Lang engages with Lindsay McGuire from Goldcast. They dive into the nuances of hosting marketing events, a skill increasingly vital in...

Articles. Podcasts. Videos.

Sign up for our newsletter

Marketers in Demand is here to help B2B marketers grow and learn. Our newsletter includes a collection of insights and experiences from marketing professionals who do the work. We handpick the best content from our website, featuring articles, podcasts, and videos. Our goal is simple: To offer practical, up-to-date knowledge to our readers.

Each issue of our newsletter blends fresh ideas and proven strategies. We cover the latest trends and share hands-on advice. We also bring you interviews with marketing leaders, right from the heart of the industry. These are real people, with real experiences to share.

Scroll to Top