Industrial customers are often Funnel Strategies unaware of available solutions or do not realize the benefits of investing in innovation. The marketing funnel allows companies to strategically educate their audience , showing not only the “how” but also the “why” of their solutions. Practical example in Brazil:
WEG , a leader in electric motors, uses the top of the funnel to publish reports on energy efficiency and savings in its motors. This attracts leads that are still exploring sustainable solutions, while positioning the company as a market leader.
Marketing and Sales Alignment:
In many cases, marketing and sales teams work in an uncoordinated manner, leading to duplicated efforts or wasted leads. The marketing funnel ensures that leads are qualified before being handed over to the sales team, optimizing time and resources. Case study: TOTVS
, a specialist in management cambodia email list software, implemented a marketing funnel to align its teams. In MoFu, its webinars are used to engage leads, while in BoFu, leads are transferred to salespeople who are prepared with detailed information, such as deal size and challenges faced by the customer. This reduced sales closing time by 20%.
Building Relationships and Trust:
In the industrial sector, buying decisions are rarely emotional. Leads need to trust the company and be confident that the solution will meet how to optimize your website with effective data capture strategies their specific needs. The marketing funnel allows you to build this trust gradually, providing concrete evidence and targeted content at each stage. Example:
A manufacturer of industrial pollution control equipment created case studies on BoFu, showing how its solutions helped companies meet environmental regulations. This resulted in a significant increase in conversion rates.
Direct Benefits of the Marketing Funnel in the Industrial Sector
Lead Qualification:
The funnel allows only qualified leads fans data to advance to the sales team. This increases productivity and reduces costs, especially in markets where each lead can represent a considerable investment of time.
Increased ROI (Return on Investment):
When well structured, the marketing funnel reduces waste and directs resources to actions that really impact the target audience.
Data-Driven Decisions:
The funnel provides valuable insights into lead behavior, helping you adjust campaigns and constantly improve strategies.
Impact on the Brazilian Industrial Sector
The use of the marketing funnel is growing in Brazil, especially among industrial companies seeking to compete in global markets. Companies such as Embraer and Braskem have adopted funnel-based strategies to educate markets, nurture leads and accelerate sales, always focusing on efficiency and innovation.
In the case of Braskem , the funnel was used to promote its portfolio of sustainable plastics. At ToFu, it published articles on the circular economy; at MoFu, it offered webinars for engineers on specific applications; at BoFu, it conducted technical visits to demonstrate the economic viability of its products.
The marketing funnel is more than a template; it’s a strategic approach that helps industrial companies stand out in competitive markets. It organizes the customer journey, improves communication between teams, and provides a clear path to converting leads into loyal customers.
How to Map the Customer Journey
Mapping the customer journey is the starting point for creating an effective marketing funnel . This practice involves identifying the steps a customer takes from their first contact with your brand to conversion and beyond, ensuring that each interaction is relevant and adds value.
Why is journey mapping essential?
Industrial companies often deal with complex sales processes that require a deep understanding of their potential customers’ needs and concerns. Without clear mapping, marketing efforts can become generic, disconnected, or even ineffective.