RevOps (revenue operations) is a B2B strategic framework that aligns your sales and marketing teams with targeting your most qualified potential customers and personalizing the buyer’s journey. As such, it plays an essential role in optimizing every stage of the funnel: top, middle, and bottom.
Today, we’re focusing on the middle of the funnel (MOFU) of the RevOps strategy — and how you can maximize this midpoint to your advantage.
What Is Middle of the Funnel (MOFU)?
Before we explore how to optimize mid-funnel strategies, let’s explore what MOFU means. This is the stage where your prospective customers — now leads — are nurtured and further qualified. Here, these leads are essentially converted into MQLs (marketing qualified leads) and eventually to SQLs (sales qualified leads) — if all goes to plan!
As such, this mid-funnel phase is an integral step to achieve RevOps digital growth in marketing — and the focus should be on how to provide value to each lead while building relationships with them and moving them closer to making a purchase.
4 Ways to Optimize MOFU
1. Activate Prospect Developers
Prospect developers—also commonly known as Sales Development Representatives (SDRs)—play an essential role in RevOps. During MOFU, they act as the connector point, fostering relationships with prospects and setting meetings for the sales teams.
A prospect developer (or sales development representative) plays the integral role of:
- Qualifying, nurturing, and setting meetings for your sales team
- Supplying accurate data for your CRM system
- Creating a highly detailed lead form PDF
- Providing the audio call recording of the qualifying conversation
Expert prospect developers successfully amplify connections via email, phone, and social media while identifying those prospective client’s pain points and problems that might be negatively affecting their business and marketing goals.
Sales teams appreciate this approach because they become fully equipped with information about prospective clients, which makes prospect developers a secret superpower in the RevOps framework — especially in MOFU.
2. Implement Content Marketing
During MOFU, you’ll also want to engage your prospects with highly personalized marketing content that impactfully showcases your solutions and addresses how you can help them with their unique pain points.
Customer segmentation can help you deliver unique, well-researched messaging that’s appropriate to the prospect. For example, you’d craft different messages for a Data Scientist, an Operations Manager, or an IT Director.
In this stage, educational webinars are a great way to deliver more expansive and customized info to qualified prospects. You may also want to consider sharing relevant blog content, white papers, and case studies with these leads.
These more in-depth and personalized campaign implementations can ultimately lead to more significant deals and aligned, long-term customers.
3. Activate Lead Scoring
Lead scoring is a method where prospects are ranked based on their lead behavior and likelihood to make a purchase. It’s particularly helpful during the MOFU stage to further identify MQLs and SQLs.
The lead scoring system assigns points based on data — like demographics, but also behaviors like attending a webinar or downloading a white paper. This helps to further clarify which leads are the most promising and have the highest likelihood to covert.
4. Leverage Marketing Automation
Finally, marketing automation tools can help streamline and amplify your MOFU efforts because they allow your team to nurture leads more effectively and efficiently.
Tools like Hubspot, Klaviyo, ActiveCampaign, and more can automate email campaigns and flows while delivering segmented, personalized content and tracking prospects’ engagement. In so doing, these marketing automation tools also deliver the positive halo effect of building relationships with your prospects while continuing to educate and engage them with your products and services.
How to Support Your MOFU Efforts
To best support your MOFU efforts — and your overarching goals for the entire sales funnel — you may want to bring in a team that has specialized expertise.
Well Qualified helps B2B companies achieve their marketing and revenue goals through a strategic RevOps approach across the entire sales funnel, including MOFU. Our clear mission is to be the indispensable technology ally that businesses need, helping them master digital technology rather than struggling with it. Well Qualified is more than an agency. We’re architects of demand, facilitators of meetings, and aligners of well-qualified accounts.
Our expert prospect developer teams, tools, and infrastructure serve as an extension of your team and will close hidden gaps that plague most companies. We designed our award-winning process to set appointments and deliver qualified leads that meet your sales team’s custom criteria — and make the sales process as easy as possible.
Join us as we redefine B2B marketing. Learn more here or by visiting wellqualified.com.