The days of traditional TOFU, MOFU, and BOFU email sequences are behind us. If you’re still relying on the outdated 5-step approach of pitching services or software after a sequence of emails, you’re probably struggling to convert MQLs into meaningful revenue. The problem? B2B buyers, especially in Enterprise SaaS, are no longer following the same path they did a few years ago.
The Old Playbook (Pre-2020):
- Download an ICP from ZoomInfo.
- Run ads and wait for form fills.
- Send a 6-step email sequence.
- Track lead scores and push MQLs to sales.
- Pitch.
This method was once the go-to strategy, but today, the buyer’s journey has evolved. If you’re still using this outdated formula, you’re missing out on the critical shifts in buyer behaviour.
What’s Working in 2024:
1. Build a Community:
Today’s buyers don’t want to be pushed; they want to engage. The best brands are focusing on building communities in spaces where their audience naturally hangs out—whether that’s on LinkedIn, Slack groups, or niche forums.
By fostering genuine conversations in these spaces, brands can create real engagement without ever needing to push for the sale. In fact, buyers within these communities often become your best advocates, amplifying your reach and credibility.
2. Thought Leadership First:
Buyers trust those who educate and inspire them. Instead of pitching a product, lead with thought leadership. Share insightful, educational content that addresses your audience’s pain points. By doing this, you position your brand as an authority, someone they turn to for reliable information. The trust built through consistent, high-quality content makes the eventual sales conversation feel natural, not forced.
3. Leverage Public Speaking:
When it comes to credibility, nothing beats public speaking. Webinars, podcasts, and conferences offer opportunities for your team to showcase expertise in front of your target audience. This public visibility builds trust faster than any cold email could. Potential buyers are more likely to engage with your brand if they’ve seen your leaders speaking confidently on industry trends and challenges.
4. Market & Distribute Your Content:
It’s not enough to create content—you need to distribute it effectively. Make sure your insights are seen across all channels: social media, newsletters, and even direct mail. Consistency is key. Buyers need to see your message repeatedly across various touchpoints before they start to consider your brand as an authority. Don’t rely on just one medium; take a multi-channel approach.
5. Collaborate with Influencers & Vendors:
Influencers and trusted industry partners have already built credibility with your target audience. Collaborating with them can amplify your message and introduce your brand to networks you may not have reached otherwise. This isn’t just about paying for a promotion; it’s about aligning with voices your audience already trusts.
6. Stop Chasing MQLs; Focus on Inbound Engagement:
The days of obsessing over cold leads are over. Instead of constantly chasing after MQLs, turn your attention to those already engaging with your content, community, or events. These are the buyers who are actively seeking solutions, and they’re more likely to convert because they’ve already begun to trust your brand.
Today’s buyers are informed and expect authentic engagement. By shifting your focus from outdated lead scoring tactics to inbound engagement, you’ll find that conversions come more naturally, as buyers are already familiar with your expertise.
In Summary:
If you want to succeed in 2024, it’s time to ditch the old tactics. Lead with community, thought leadership, and trust. Buyers today are looking for value, credibility, and a real connection. Building your strategy around these principles will set you apart in an increasingly competitive landscape.
