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B2B marketing funnel

Written By Alexandra Flygare

Understanding customer decision making starts with a marketing funnel, or a model of the customer journey. This visualization serves the purpose of showing you your audience moving from one stage of  the buying process to the next. The funnel shape takes form as your audience becomes more narrow with each stage. 

The type of marketing funnel you want to utilize will vary depending on who your target audience is. Specifically, the B2B marketing funnel tends to be longer than a B2C funnel. This is because decision making in the B2B realm can be more complex, and a little less linear.

However, by understanding the B2B marketing funnel, you can master guiding your audience from potential buyers to buyers. 

What is the B2B marketing funnel?

The B2B marketing funnel, or sales funnel, is a structure that maps out the customer's journey from awareness to buying. The funnel shows a multi-stage process, each representing an important phase of the buyer's decision-making journey. 

What makes the B2B marketing funnel different from other funnels is that its process often involves longer sales cycles, multiple decision-makers, and a greater emphasis on building relationships and demonstrating value over time. Understanding the nuance of the B2B funnel stages is important for marketers, as it allows them to tailor their strategies effectively and nurture leads through the funnel.

What are the stages of a B2B marketing funnel?

There are several stages of the B2B marketing funnel, each of which are equally important. Let’s explore what each stage means:

1. Awareness

The very top of the B2B marketing funnel is the broadest piece, meaning this is where you will want to have the most people. The awareness stage is where you want businesses to become informed about your solution to their problem. 

At this point you are giving the initial pitch: grabbing their attention with high level information that leaves potential customers interested in your product. 

Some strategies at this stage include social media content marketing, industry events, professional networking and SEO.

2. Interest and Consideration:

At this point, only those who are interested in your product are left in the funnel. They are aware of your product and will begin to actively seek out information. Now it's time to build your case. This is where you want to double-down on what makes you the best option over your competitors.

Some strategies here include: Webinars, email marketing, and whitepapers to further engage your leads. 

3. Decision

Now your potential customers are honing in on their purchasing decisions. After a long period of deliberation and weighing options, your audience is ready to make a choice. Being this close to the finish line, this is where you want to give it your all.

At the last section before they exit the funnel, make strategic use of things like product demos, reviews and testimonials, free trials, and case studies.

4. Action

 If all goes well, this is where the prospect becomes a customer. You’ve done everything right up until now but this does not mean it’s time to stop nurturing.

Make use of strategies like onboarding, customer service, and loyalty programs to retain the customers you’ve worked so hard to get!

B2B marketing funnel strategies to use

Now that you understand the funnel, consider implementing these strategies throughout the buyer's journey: 

  • Content Marketing: Create relevant content that resonates with your target audience at every stage of the funnel. From blog posts and infographics to webinars and case studies, leverage diverse formats to engage prospects and address their needs effectively.

  • Personalization: Tailor your messaging and offers based on your buyer’s behavior, demographics, and preferences. Use marketing automation tools and customer relationship management systems to deliver personalized experiences that enhance engagement and drive conversions.

  • Lead Nurturing: Experiment with implementing automated email sequences, drip campaigns, and retargeting ads to nurture leads during the funnel process. Provide valuable insights, address objections, and guide prospects toward the next stage of their journey with targeted content and interactions.

  • Analytics and Optimization: Continuously keep track of key performance indicators like conversion rates, lead quality, and customer lifetime value and use these to gauge the effectiveness of your funnel. Also try using A/B testing and data-driven insights to identify areas for improvement and optimize your strategies for better results.

Pro Tip: revenue marketing is a great way of understanding the impact of marketing efforts on the entire funnel, from awareness to action. Read more about revenue marketing here.

Conclusion

Navigating through the B2B marketing funnel might feel like a bit of a journey, but it’s all about moving your potential buyers closer to that 'buy' button, step by step. Remember that each stage of the funnel plays a crucial role.

While the B2B journey may take a bit longer and require more nurturing, by understanding each phase and tailoring your approach, you can set yourself up for success.

So keep those leads ready, provide value at every turn, and before you know it, you'll be turning potentials into long-term customers!

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