How to Create Compelling Bottom-of-The-Funnel Roundtable Topics

8 minute read.

80% of all event content is top-of-the-funnel focused on broad thought leadership topics. This is despite events being the 2nd most effective content type for buyers at the bottom of the funnel (2021 Content Marketing Institute Survey).

Furthermore, events are the 6th most effective content type at the Top-of-the-funnel. No wonder marketing managers are fed up with hosting events that don't generate any leads.

For this reason alone, your event marketing dollars will return a better ROI if you focus on the bottom of the funnel (BOFU) vs the top. But how do I create compelling BOFU content that will convert?

What is bottom-of-the-funnel roundtable content?

Buyers at the bottom of the funnel know they have a problem, are motivated to solve it, and are now looking for answers on the best way forward. They are looking for case studies on what has worked for others and best practices for implementation.

This is why your BOFU roundtable content should be focused on implementation and driven by customer speakers. No broad discussions on the latest trends….no no, BOFU roundtable content is all about how you solve a specific problem.

Identify the problems you solve

The starting point for creating BOFU content is knowing what problem you solve. This isn't a feature plug about having the most integrations or the best AI. Instead, this is digging deep into why people buy your product. Once you understand this, you can start working through the buying journey.

At the top of the funnel, buyers are starting to realise they may have a problem. By the time they reach the BOFU stage, they know they have a problem and are now looking for specific solutions. So your content should focus on how to fix that problem using words like strategies and deployment.

Involve your customers

You can tell your potential customers 100 times how great you are, but they will always take the endorsement of one of your customers over your own. So it's vital you invite a customer to lead the roundtable discussion as your champion and share their success story. Their word on how your product helped them solve their problems will be much more powerful than any other speaker you can put forward.

A brilliant way to work backwards to make BOFU content is using a customer case study. Use the challenge they faced as inspiration to write the topic. This also makes it easier for your customer to lead the discussion.

Not sure how to invite customers to be a part of your Roundtable? We’ve got you covered here.

Be specific

At the BOFU stage, the goal isn't to get 20 people in a room at your roundtable discussion. Instead, you want a small group of around 10 to discuss specific use cases. For this reason, I always recommend being as specific as possible. 

For example, if you have a pipeline of financial services accounts, host a roundtable for this industry. I guarantee you will get a better turnout and a higher conversion rate to product trials and demos post-event.

Anatomy of a Roundtable topic

We have covered the anatomy of a roundtable topic in past articles, and the same principles apply to BOFU roundtable topics. A compelling topic should grab attention and communicate what attendees will gain from the event. Keep the language simple and avoid industry jargon. 

Here's an example of what a compelling topic might look like:

Attention-Grabbing Title: How Can AI Revolutionise the Financial Services Industry?

Explaining Sentences: In this executive roundtable, we will discuss the challenges facing the financial services industry and how AI can be implemented to improve processes and increase efficiency.

3 Takeaways:

• Discover the latest trends in AI technology

• Learn best practices for AI implementation in the financial services industry

• Network with industry peers and discuss real-world challenges and solutions

BOFU roundtable content can be one of the most influential event marketing activities you can run. By creating problem-driven BOFU content guided by customer speakers, you will run events that turn prospects into customers. So say goodbye to low-conversion events and hello to signed contracts.

Not sure what to talk about at your next Roundtable? Content support is included in our packages. Get in touch and let’s figure it out.

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