4 COLUMN TABLE
Need
- Identifying solutions that meet their organization’s needs
- Identifying solutions that meet their organization’s needs
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Recommendations
- Industry research
- Educational content optimised to meet informational intent
- Social proof (case studies and testimonials)
Need
Influencer/
Initiator
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Recommendations
- Industry research
- Educational content optimised to meet informational intent
- Social proof (case studies and testimonials)
Need
- Identifying solutions that meet their organization’s needs
- Identifying solutions that meet their organization’s needs
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Recommendations
- Industry research
- Educational content optimised to meet informational intent
- Social proof (case studies and testimonials)
Need
Influencer/
Initiator
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Recommendations
- Industry research
- Educational content optimised to meet informational intent
- Social proof (case studies and testimonials)
3 COLUMN TABLE
Need
- Identifying solutions that meet their organization’s needs
- Identifying solutions that meet their organization’s needs
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Need
Influencer/
Initiator
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Need
- Identifying solutions that meet their organization’s needs
- Identifying solutions that meet their organization’s needs
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
Need
Influencer/
Initiator
Strategy
Establishing brand awareness and expertise
Establishing brand awareness and expertise
Channels
- Website
- Social media
- Paid search
- Email marketing (including nurture emails)
2 COLUMN TABLE
Branding strategy
Clear, authentic messaging
Thought leadership articles
Demand generation effort
- Targeted content focused on buyer pain points
- Develop a content calendar for your organization’s leaders to establish themselves as industry thought leaders
Branding strategy
Clear, authentic messaging
Thought leadership articles
Demand generation effort
- Targeted content focused on buyer pain points
- Develop a content calendar for your organization’s leaders to establish themselves as industry thought leaders
Branding strategy
Clear, authentic messaging
Thought leadership articles
Demand generation effort
- Targeted content focused on buyer pain points
- Develop a content calendar for your organization’s leaders to establish themselves as industry thought leaders
Branding strategy
Clear, authentic messaging
Thought leadership articles
Demand generation effort
- Targeted content focused on buyer pain points
- Develop a content calendar for your organization’s leaders to establish themselves as industry thought leaders
Blockquote
Infobox
What is the dark funnel?
The dark funnel is the part of the sales funnel that is not tracked by analytics platforms. In other words, it is the unseen buyer’s journey, in which prospects become leads seemingly out of nowhere—and lead behaviour can not be identified by your Customer Relationship Management (CRM) platform.
It is very common for many B2B companies to have a mysterious source of “direct traffic” to specific web pages (such as blog posts), which were most likely not typed in by a prospect. This unattributed direct traffic is a significant part of the dark funnel.
Important note: This stakeholder plays a key role in assessing solutions, often acting as a gatekeeper. Only once they are satisfied, can information travel further up the chain.
Dell increased storage for partners as part of its Partner First Strategy to drive scalability
Rapid7 implemented layoffs as part of a new structure focused on leveraging managed service providers (MSPs)
IBM announced a 40% increase in driving its software through the channel (now 80%)
CTA
Explore How to Establish a Compelling
Omnichannel Presence in 5 Steps 
Create a UVP that sets you apart from the competition
Explore How to Establish a Compelling
Omnichannel Presence in 5 Steps
Create a UVP that sets you apart from the competition
INFUSE demand experts are ready to craft high performance demand generation programs to engage your buyers with new or existing content pieces.
Get in touch with the team to kickstart your B2B content marketing strategy
