Why the Middle of the Funnel Needs More Attention in B2B Sales

Everyone talks about the top of the funnel and the bottom of the funnel in B2B Sales. However, the middle of the funnel in the sales cycle is the tricky part and many a times it doesn’t get the attention it deserves. But since most of the lead nurturing and qualifying happens in the middle of the funnel it is a crucial stage of the sales funnel before the leads get converted into business.

Let us understand what this MOFU (Middle of the Funnel) hustle is all about-

So the Middle of the Funnel is the stage where the marketing qualified leads are handed over to the sales to be converted into business. But before that happens, the middle of the funnel is the stage where all the nurturing and lead scoring happens.

So technically lead qualification takes place in MOFU. Lead qualification is a very important step that has the potential to determine how quickly your leads can get converted into business when they are passed on to the Bottom of the Funnel.

So how does one optimize the Middle of the Funnel?

Here are some reasons why you must improve your MOFU hustle and what could possibly go wrong during this critical stage which can directly impact your conversion rate-

• Good leads might get lost if not paid enough attention to
• Lack of nurturing may lead to delayed decision making thus increasing the sales cycle
• Not having enough knowledge about the leads to qualify them for conversion
• Lack of alignment between sales and marketing

So how does one tackle these challenges? By giving its due importance to middle of the funnel leads and invest time and efforts in nurturing those leads.

Here are some things to analyze and implement as a part of your lead nurturing program-

• Getting to know your leads is a part of nurturing
• Understanding that all leads are not the same and that different leads need different nurturing techniques
• Focusing on data quality and making sure that the right leads are nurtured
• Investing time in segmenting and lead scoring
• Creating relevant content for the middle of the funnel lead nurturing

Conclusion-

One of the best ways to handle the MOFU hustle more effectively is to create common goals and achieve alignment between sales and marketing. The Middle of the Funnel can decide the fate of lead conversion and if you pay enough attention to it, you can certainly expect good ROI.