Beyond the Funnel to Win Sales

🚀 Understanding the power of Intent and tapping into B2B Success

Howdy Readers 🥰 

In this newsletter, you’ll find

🧐 Understanding Buying Intent in B2B Marketing

📈 Snapchat Shares Fresh Data on Ads

📅 Best Times to Post on Social Media in 2024

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🧐 Understanding Buying Intent in B2B Marketing
Insights from Pierre Herubel

B2B Marketers often overestimate their influence, falling into the illusion of importance. They mistakenly believe that buyers are always "in their funnel" and analyze every little action of the buyer as progress. For example, assuming a downloaded ebook signifies serious interest, it might just be forgotten.

The Misconception of Activation

Marketers aim to "activate" buyers through aggressive tactics like bombarding them with emails for weeks. 

The Reality of Buyer Intent

Buyers have many priorities. Your product is just one item on a long list until it becomes urgent. Marketers need to understand that they are just one of the many factors influencing buying intent.

Understanding Intent

Intent means "to be determined to do or achieve something." You can't force it. Reactance, a psychological reaction, means people resist when they feel their freedom of choice is threatened. Intent is influenced by many external factors, and one event can trigger it.

Gaining Control Over Buying Intent

Instead of passively waiting for prospects to develop buying intent, ask these three questions:

  • How can you contribute to developing this intent?

  • How can you ensure they consider you when this intent appears?

  • How can you prepare to convert this intent into revenue?

Fuel your strategy with high-quality content to achieve these goals. Content helps in educating, engaging, and staying top of mind, thereby contributing to intent development, ensuring consideration, and capturing demand.

The takeaway?

When crafting your marketing strategy, focus on understanding and nurturing buying intent. Be transparent about your goals, engage with high-quality content, and always be ready to capture demand when it arises. 


📈 Snapchat Shares Fresh Data on Ads
Insights from Social Media Today

What’s Up? Snapchat’s recent study offers an in-depth look at how branding and direct response (DR) campaigns perform in generating sales on the platform.

The Breakdown:

  • Study Overview: The analysis, conducted in partnership with TransUnion and Dentsu, spans three years of data from 36 advertisers in diverse industries.

  • Key Findings: Both branding and DR campaigns effectively drive sales, with each contributing disproportionately more sales than their budget share.

  • Performance Insights: Branding campaigns, especially in the Commerce sector, yield higher Return on Ad Spend (ROAS) compared to DR campaigns, a trend consistent across all categories examined.

  • Combined Strategy: Utilizing both branding and DR campaigns simultaneously leads to higher incremental ROAS than using either approach alone.

The study underscores that integrating both branding and direct response strategies can significantly boost ad campaign success on Snapchat. Advertisers can achieve greater reach, engagement, and sales by balancing investment across both campaign types, enhancing overall campaign performance.


📅 Best Times to Post on Social Media in 2024
Insights from Sprout Social 

What’s Up? Maximizing engagement on social media requires posting at optimal times, though these can vary by brand and audience. Sprout Social’s latest report provides valuable insights into the best posting times for major platforms.

The Breakdown:

Facebook: Post on weekdays between 9am and noon, with another peak from 5pm to 6pm. Avoid posting on Sundays.

Instagram: Best engagement is on weekdays from 9am to 2pm. Engagement drops on Fridays and weekends.

LinkedIn: Company pages see the most interaction on Tuesdays and Wednesdays from 10am to 12pm.

Pinterest: Post from Tuesday to Friday at 1am. This timing might be due to user behavior and the Pinterest algorithm.

TikTok: Optimal posting times are weekdays from 2pm to 6pm, with additional high engagement from 9am to 11am on Wednesday and Thursday.

X (formerly Twitter): Highest engagement occurs on weekdays between 9am and 3pm.

These insights, derived from engagement data of over 34,000 Sprout Social customers, can help you refine your social media strategy. Although individual results may differ, trying out these recommended times could improve your social media engagement and presence.


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