Bottom of the funnel is a marketing term used to discuss resources that are needed to influence and move a potential customer to the point of buying. Sales teams will often use bottom-of-the-funnel content to set a company’s brand above its competitors. Bottom-of-the-funnel content highlights the value and benefits of a company’s products or services while helping a buyer to feel empowered to make a wise decision and finalize a sale. Channels and tactics often used to move the customer through the bottom of the funnel include CRM, sales enablement, and user communities. When used strategically, videos and whiteboard animations serve as valuable forms of visual content that push the lead through the bottom of the funnel. Simply put, the goals of bottom-of-the-funnel content are to accelerate the deal cycle, inspire confidence in the purchasing decision, and to position a brand as superior to its competitors.
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