How to improve customer experience at the bottom of the funnel

Estimated reading time
4 minutes
16th April 2020
Author: Ryan Gould
Posted in: Strategy & planning

Ryan Gould, VP of Strategy and Marketing Services at Elevation Marketing, shares his ideas for bottom-of-funnel tactics that can help B2B brands win more business.

Users at the bottom of the funnel have already identified that they have a problem that needs solving. They’ve also weighed up their options and have their wallet out ready to buy. This is your opportunity to give them a push in the right direction and prove to them why they should go with your product or service over another.

But it’s also a good opportunity for you to show off your excellent customer experience – after all, this is one of the most exciting and important parts of business today.

Chart shows most common response (22% surveyed) is customer experience presents the most exciting business opportunity

Source

A lot of businesses make the mistake of focusing on content geared towards leads at the top of the funnel. While this is important, you don’t want to stop providing value once you’ve got someone’s attention. 

To help you out, we’ve put together a list of different content ideas you can put in place at the bottom of the funnel to increase conversions and create an enjoyable customer experience. 

1. Customize demos

Demos are one of the best ways to show leads your product in action. But, in order to provide really great customer experience, your demo needs to tie into the wants and needs of each specific prospect.

It’s not enough to send out a generic demo. If it doesn’t resonate with what a potential customer needs, they’re not going to see the value in your product and they’re going to go elsewhere. 

To avoid this, and to ensure your customers get the most of your demo, customize it to their wants and needs. This doesn’t mean you have to create individual demos for every single potential buyer. Instead, it simply means creating a selection of pre-recorded demos that touch on different use cases and different pain points your customers might have.

Use your persona profiles to determine which use cases you should cover and the most important solutions you need to highlight. 

2. Provide hands-on free trials

Free trials give leads the chance to get hands-on with your product. It allows them to determine for themselves whether it’ll be a good fit for them and helps them get to grips with it.

However, they’re bound to have questions. Instead of offering a free trial and then turning your back on potential customers, make sure you stick around to answer any questions they have during the trial. 

This might mean having a customer support team on hand to help, or it might mean putting together a detailed FAQ or collection of resources that help tackle different use cases. Think of it as a kind of onboarding experience – you want leads to have the best experience possible so they stick around after the free trial expires.

End of trial email follow-up nudging upgrade

This brand reaches out to customers as they’re coming to the end of their free trial to see if they need specialized help in any way. 

3. Webinars and live demonstrations

It’s one thing having a set of pre-recorded demos and another thing entirely to host them live. In fact, a lot of businesses will run live demos with potential customers, as this gives them a chance to show off specific use cases and answer any objections upfront.

It also gives prospects the chance to engage with a real team member and start building that all-important business relationship. This is so important in creating an enjoyable customer experience.

If you don’t have enough resources to provide individual live demos for each and every lead, you might choose to run a live webinar where you can help several people at once. This gives prospects the chance to interact with you live, which enhances the experience and secures a personal relationship with them (which, if you didn’t know, makes them much more likely to invest in your product). 

Webinar demo invitation

This company offers a live weekly product demo that potential leads and new customers are invited to. 

4. Curate reviews and testimonials

According to reports, online reviews influence the purchase decisions for 93% of consumers. They are an integral part of the buying process and can dramatically improve conversion rates at the bottom of the funnel.

Learning about the good experiences previous customers have had with your product or service will ensure more prospects invest in it. Start by sprinkling reviews and longer testimonials on your product, pricing, or services page. You can also include them in any bottom of the funnel email campaigns you send out and in paid social ads that are targeting a warm audience.  

Example of review on slack's website

Slack showcases customer testimonials on its product page.

Supercharge the bottom of the funnel 

The bottom of the funnel is the most important stage of the sales process. It’s the moment where leads choose to become customers and all your hard work in the earlier stages of the funnel pays off.

To create an amazing customer experience at this point, it’s important to consider the needs of your prospects. Offering use case specific demos, live webinars, and free trials gives them a chance to explore what your product or service offers, and testimonials offer a hearty dose of social proof that will give them the push they need to make a purchase. 


Ryan Gould

Ryan Gould, Vice President of Strategy & Marketing Services, Elevation Marketing

From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations

LinkedIn: https://www.linkedin.com/in/rygould/

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