Buyer stage focus

MOFU multichannel programmes

Turn research into real consideration.

Different buyer roles engage at different stages of the journey. With accurate buyer intelligence, our middle of the funnel (MOFU) programmes are built to intercept accounts in active research, giving your go-to-market (GTM) teams the context they need to keep conversations moving.

No ambiguity. No misalignment. No hold-ups.

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Why choose our MOFU programmes?

51
%
of B2B buyers struggle researching and evaluating vendors
54
%
of B2B buyers rely on digital research tools
50
%+
of B2B buyers feel frustrated by irrelevant content

We track B2B buyer behaviour across our first-party database to identify key challenges surfacing at the research and consideration stage.

This buyer intelligence feeds into our strategy for removing friction and fast-tracking decision making. We do this through:

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Supporting self-directed vendor research

Today’s B2B buyers do their own homework. We deliver content that addresses pain points at the exact moment they’re evaluating vendors.

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Building trust with the right influencers

Through omnichannel placements on trusted sources, we accelerate credibility and win over crucial stakeholders.

 

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Amplifying your thought leadership

We align your content with specific buyer challenges, ensuring your voice shapes market perception.

MOFU Solution

How does our buyer intelligence deliver better results?

Our AI platform, Pelago, interrogates millions of intent signals to detect accounts in the research and consideration stage. We then match these to our first-party audience, building intelligence at account, buyer group and contact level.

That means every campaign uses: 

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Custom targeting

During your campaign lifetime, we only target accounts that show explicit signs of being in the research and consideration stages. 

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Channel aligned tactics

We evaluate each channel capability against your funnel objectives. This ensures every tactic is optimised towards achieving your outcomes in the most impactful and cost efficient way. 

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Better conversions

We use intelligence on a buyer role level to inform the most targeted content delivery. By mapping the right content across key touchpoints we are able to drive deep engagement with your brand.

What's behind our multichannel approach?

We don’t recycle TOFU tactics. We design channel plays specifically for mid-funnel outcomes. This means orchestrating multichannel campaigns on your behalf...

CHANNEL TACTICS

Programmatic ads

We don't just deliver impressions, we shape market perception and garner trust.

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  • We prioritise account-based advertising (ABA) to high-intent segments to maximise exposure and strengthen brand recall.

     

    This includes retargeting surging accounts with proof points, social validation and solution messaging.

  • Through omnichannel placements on trusted sources, we accelerate credibility and win over crucial stakeholders.

     

    Including direct response creative is recommended for directing traffic to content-rich environments that support self-directed learning and deepen engagement.

    • Builds recall via repeated exposure across your target accounts
    • Aligns your brand with problem statement, as buyers actively research online
    • Sustains visibility among 'silent influencers', helping to keep your brand front-of-mind

CHANNEL TACTICS

Content syndication

We only syndicate mid-funnel content to contacts displaying active interest in the challenges you solve.

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  • With our buyer intelligence, we can profile intent on an individual persona level. We use this insight to build custom filters to generate audience segments based on real-time interests.

  • Match your most relevant decision-aiding content, such as buyer guides, webinars and case studies, to the right audiences to drive deeper relevancy, accelerate trust and move your pipeline forward.

    • Only engage accounts showing explicit research behaviour
    • Buyer role insights guide content delivery across key touchpoints
    • Generate first-party leads tailored to your qualification criteria

CHANNEL TACTICS

Telemarketing

We validate interest, surface objections and progress accounts with human-led conversations.

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  • We build dynamic follow-up lists that prioritise the most engaged contacts.

  • We leverage human-led outreach to enhance the effectiveness of our digital channel tactics.

     

    A powerful tool as a follow-up to content delivery, this channel provides the opportunity to gather deeper buyer insight on a 1-1 level that can be used to inform your GTM teams.

    • Intercept any misconceptions or objections early on
    • Gather valuable contact-level insight
    • Reach buyers at peak receptivity, before your competitors do

     

CHANNEL TACTICS

HTML e-sends

We deliver the right comparison guides, ROI sheets, or invites to evaluators and influencers within your ICP/TAL.

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  • We combine the accuracy of our first-party database with HTML scale to build custom audiences matched to your ICP or TAL.

  • Our first-party insights show free trials, demos and webinars are favoured by many buyer roles during the research phase.

     

    Our HTML formats are highly effective at delivering these content types to key evaluators and influencers within your target buyer groups.

    • Drives engagers to conversion critical assets (demos, trials, calculators)
    • Additional touchpoint for building brand recall
    • Build remarketing audiences for effective multitouch nurture

Tailored solutions

Design a multichannel campaign that aligns exactly to your sales and marketing efforts

Working with your specifications, we can ensure a high level of compatibility between the types of leads generated and your GTM team follow-up processes. 

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Single-touch MQLs

Intercept key buyer group roles and convert them into first-party contacts - ready to nurture through your own follow up strategy.

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Double-touch MQLs

Build stronger engagement by introducing an additional touchpoint. A well-timed follow-up asset can keep momentum rolling.

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Multi-touch MQLs

Syndicate audience-mapped content across multiple touchpoints to drive deeper education around how your USPs solve their pain points.

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Install-based leads

Want to improve market share through displacing competitors? Use our buyer intelligence to identify audiences and target them with tailored USPs.

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Highly-qualified leads

From standard BANT questions to custom profilers and qualifying questions, we can deliver leads against your unique criteria.

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CPM

We can target against your TAL, build audiences matched to your ICP criteria or increase scale through intent-matched lookalikes.

the outcome

Our MOFU programmes deliver:

    •  Richer context for your sales and marketing teams

    •  Trust and credibility with the right influencers

    •  Stronger buyer engagement that keeps momentum flowing

See the results for yourself. 

Book a free consultation
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Our solutions

Support where you need it most

Whether you’re plugging a hole in your current framework or need a full-funnel partner, we build every programme around your goals. See how we can tackle other stages of your funnel with multichannel programmes...

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Top of the funnel

Tap into lookalike audiences and spark interest with intent-led outreach.

Find out more
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Bottom of the funnel

Identify and activate ready-to-buy personas with tailored, multi-touch campaigns

Find out more

From our satisfied customers:

"Thanks so much! I appreciate you and your team. Everything has been running so smoothly. The client is very happy and has requested you as a top vendor for Q4." 
Associate Team Director - Media Direct
ROI DNA
"We have been working with Mixology Digital for a few years now and they consistently deliver on our requirements. They are an incredibly reliable partner who listen to our needs and offer great responsiveness. They have a strong data led approach which not only helps with the quality of the leads but also drives the overall success of our campaigns. I would strongly recommend them as a partner!"
Head of Media Growth, EMEA
The Marketing Practice
"I have personally been working with Mixology Digital for a couple of years, and everyone I have interacted with, from both sales and operations side, has been a pleasure to work with. In terms of lead delivery, they are an incredibly reliable partner, and always deliver campaigns in a timely and efficient manner. The email response times are prompt, with quick turnarounds on every aspect of the campaign from start to finish. I would highly recommend working with them if you want a valuable partner"
Media Account Manager
Transmission
"Our content syndication partner exceeded our expectations with their exceptional accommodation and professionalism. Their operations team flawlessly launched our campaigns, while their account management team proactively enhanced lead quality by tweaking lead criteria. Will definitely continue to work with Mixology Digital."
Director, Digital Marketing
Orbcomm
"At Soracom, we have been highly impressed with Mixology Digital. Not only are their leads very accurate in terms of job titles and types of professionals they share with us, their flexibility and customer service to accommodate our requests or updates is hugely helpful. They have saved our SDRs hours of valuable time and are just a great company to work with."
Digital Marketing Manager
Soracom
"Mixology Digital are an incredibly trustworthy and high quality lead gen provider. They go above and beyond to provide data for us at Alert Logic, in a timely and accurate manner. Their intent data is not only accurate but has helped contribute to measurable opportunities and pipeline for our sales team."
Alert Logic
"Since I started working in the industry a few years ago, I’ve been working with Mixology Digital across multiple clients and campaigns. From both a sales rep and an operations point of view, they have all been a pleasure to work with. Always a seamless process when briefing, in the set-up phase and then into the reporting of campaigns. I always love working with the team at Intentify Demand as I know I can rely on both their lead quality and their timely response to emails/reporting/campaign management. I would highly recommend them as a media partner to work with in all aspects of the campaign process." 
Senior Account Executive
Transmission
ROI DNA Testimonial
The Marketing Practice
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