Many an MSP company uses “sales funnel” marketing design. Essentially, your customers are attracted in at the top of the funnel, then through varying marketing techniques, those customers are brought from the wide end of the funnel to the small end, where they are converted. MOFU refers to “Middle Of (the) FUnnel”.
Optimizing Your MOFU Strategy Efficiently
Certainly, you can use trial and error to help you strengthen the buyer’s journey through your sales funnel, but you’ll save time and money, and see success quicker, if you use best practices as endorsed by marketing groups who specialize in MSP solutions. A few things such organizations will very likely advise you consider in terms of MOFU facilitation include:
Give Specific Marketers Contextualized Content to Optimize Their Efforts
All content needs to be marketed in a way with real context. Who are your target clients? What are their pain points? What are they expecting from your MSP? The MOFU stage is when you get into detail and give them the nitty-gritty numbers demonstrating your direct value. You’ve got to do this in context with the leads with whom you’re interacting on a marketing level.
Assure You Pre-Qualify Leads Before They Make It to the MOFU Stage
Prequalification of leads is essential, and that prequalification should extend to the MOFU stage. TOFU prequalification doesn’t make a lot of sense, as the prospect may bounce out of your sales funnel before conversion.
Realistically, prequalification should be geared at conversion; that will include the MOFU stage. Assure those who you’re interacting with can pull the trigger on conversion, and give them a good reason to.
Optimize Marketing to Precisely Target Specific MOFU Leads
Your MSP company should have MOFU leads in your conversion cross-hairs specifically. Generalization is for the top of the funnel, as you pull leads toward conversion, you want to put them in contact with marketing specifically speaking to them. Many of your target prospects are going to be of a similar kind. It’s not a “one-size-fits-all” situation, but it’s not too far removed from that either.
Score Optimized Leads To Direct Marketing Focus
Whenever you get a lead, score them based on KPIs (Key Performance Indicators) you’ve derived from past experience with similar customers. This will help you know who you should precisely target in the MOFU stage.
More Efficient MOFU Marketing
Your MSP company shouldn’t ignore marketing at the MOFU stage. Help marketers contextualize content and interactions with customers. Pre-qualify leads at the top of the funnel, target leads in your MOFU queue, and be sure leads are scored so you can zero in your focus. Such tactics in the middle of the funnel help you convert prospects at the end of the funnel.