B2B Marketing Funnel

A marketing funnel depicts a potential customer’s journey from being an anonymous website user towards becoming a first-time customer for a business.

The lead generation and conversion processes are both part of the B2B sales funnel, with the lead generating phase being computerized but the conversion step requiring personal interactions. This is due to the fact that the B2B marketing procedure includes a lot of decision-makers from the important opportunity phase through the finalization of binding cooperation.



To acquire new customers, nurture leads, and produce sales as a B2B company, you need a well-structured digital advertising channel. The B2B buyer’s path, on the other hand, can be long and convoluted, with several interactions and advertising strategies. Long B2B sales periods may necessitate nurturing leads for months, if not years, before they become sales possibilities or paying clients.

Digital marketing and automation have created an unprecedented range of opportunity for giving your customers and leads accurate and tailored encounters throughout all channels.



And having a well-designed B2B sales pipeline will deliver that smooth integration at every stage of the purchasing journey, guiding them in the proper direction to the final purchase.

This allows you to operate lean, productive, and effective advertising, resulting in higher conversion rates and much more sales closed.

You’ll discover the ins and outs of the contemporary B2B sales pipeline, as well as how to use digital marketing to improve results and ROI, in this guide.



The digital marketing funnel for B2B companies

Throughout the buyer’s lifecycle, a B2B digital marketing pipeline is a marketing technique that addresses prospective customers with targeted content and offers.

Your B2B pipeline is set to help attract candidates, turn potentials into prospects, and cultivate them until they become paying customers, from awareness to consideration to conversion.

The customer engagement stage of the B2B sales pipeline is divided into three stages, accompanied by the maintenance phase:

1. Prospecting at the Top of the Funnel (TOFU)

2. Lead generation in the middle of the funnel (MOFU)

3. BOFU (Bottom of the Funnel) – Sealing the Bargain

4. Customer Loyalty — Cultivating recommendations and repeat customers.



The steps of the B2B funnel correlate to customer lifecycle segments:

1. Recognition – Strangers, also known as prospects or cold audiences, are people who are unfamiliar with you.

2. Evaluation — Warm viewers (also known as leads)

3. Conversion/Decision — Qualified leads, also known as sales-ready leads or hot audiences, are those who are ready to purchase.

4. Customer Retention and Engagement – Current customers

The powerful nation of a conduit like this is that it allows you to plan out the entire customer experience and find the right mix of digital advertising networks, material, messaging, and offers to resonate at each stage.



It’s all about timing and providing the proper message and offer!

• MOFU aims to establish relationships with potential customers by providing them with useful material that demonstrates how your product/service addresses their issue.
• BOFU marketing is designed to assist customers in making a purchase choice by removing any impediments and stimulating quick reactions.
• CRM and digital marketing platforms assist in retaining current customers, encouraging repeat customers, and driving recommendations.
• To recruit potential prospects, generate awareness, and teach about a particular persistent problem or difficulty that your good or brand assist in resolving, use TOFU advertising.

As many qualified leads as feasible should be fed into your sales pipeline.



Unlike the B2C pipeline, where you attract a large number of consumers, here you just want to contact significant individuals who make or affect company decisions. Due to its interaction with your material combination, visitors are pushed through one stage of the sales funnel to the next.

This engagement, also known as a conversion, can be any activity that authorizes the user to proceed towards the next level. You have an almost limitless number of conversion choices with digital marketing. When a user signs up for your lead magnet e-book, for instance, it indicates that they’re intrigued, so you can transfer them to the next pipeline level to keep the momentum continuing.

Based on your sales process, a B2B digital marketing pipeline can be short or long. Every funnel step may contain multiple steps and touchpoints.

When people download your white paper (a standard MOFU offer), for example, it doesn’t mean they’re ready to purchase your item yet. Before moving them to the BOFU phase, you may need to foster them with more Mid of the Funnel material and offers.



As a result, provide a webinar as the following MOFU stage, followed by a research study, and so on. When you choose to transfer them to the next funnel phase, cultivate them one bit at a time.

This is particularly suitable for large, sophisticated, and innovative products/services, which requires intensive and convincing arguments for decision-makers within a firm to even evaluate your services.

Which brings us to the following point…



Sales funnel variations among B2B and B2C

The B2B sales method varies from the B2C sales pipeline, and this is reflected in the pyramid. Before making a purchasing choice for their organization, B2B buyers perform extensive study.

The sales pipelines for B2B and B2C are fundamentally different in three ways:



1. Perseverance

B2B purchasers are trying to find solutions that will help them grow their company and increase their profits. For B2B clients, factors such as the worth of your offering, brand, and customer support are critical.

As a result, you must show your unique offer as well as cultivate relationships with major individuals within a target firm. B2C customers, on the other hand, want to improve their own life or the lives of their family members. However, the transaction is for personal use only.

The utility of an item can be an incentive, but so can pleasure, attractiveness, reputation, prestige, and other individual characteristics.



2. The buyer

Individuals often make purchasing choices in the B2C sector. Friends, family members, and internet influencers can all impact them, but the choice is ultimately theirs. When it refers to B2B clients, purchasing decisions are usually made in groups.

You must speak to a particular demographic within a company. This could be a board of directors, a ministry, a group, or upper leadership. Even if a private individual is in control of the final choice, a committee will still evaluate the acquisition.

Since almost everyone might be a potential consumer in B2C, you can reach a wide range of people.



In B2B marketing, however, you must target decision-makers and other critical individuals who impact those choices within a firm.



3. Process of decision-making

B2B purchasers make acquisition choices for their businesses based on logic and rationale. On the B2C side, choices are frequently made impulsively and on the spur of the moment. Consumers in the B2B market should think about the importance and influence of your product/service on their company functioning and outcomes. To be evaluated, you must demonstrate that your answer would improve the business’ profitability, effectiveness, economics, and/or revenue.

However, the most important consideration in making a selection is the return on investment. Since every item purchased by a firm is an expenditure, the payback must be larger than the expenditure.

B2B purchasers will look into your offerings with a return-on-investment mindset.

As a result, we’re seeing a rise in digital marketing methods like inbound and account-based marketing (ABM).



The evolution of the B2B sales pipeline

The internet has caused some major changes in the way gateways operate.

B2B consumers are better knowledgeable than they’ve ever been. The following are the results of major technological changes, business, and marketing:

• B2B customers like to conduct their own study.
• They’re more informed than they’ve ever been.
• Classical outbound marketing’s effectiveness has been harmed by privacy issues (i.e. cold calling, cold email, etc.)
• Consumers now have total power.

During the sales cycle, prospects now enter and exit your funnel multiple times.

It’s up to you to find out how to navigate this new chaos and engage present and prospective consumers at every turn along the lengthy and winding road to purchasing. The principles, however, stay the same. The funnel method is still in use.

All you must do now is change your marketing plan to exactly match latest developments.



The difficulties of today’s B2B sales funnel

The modern B2B buyer and the availability of information have brought some new obstacles.

To succeed in today’s B2B market, you must:

• Be seen across all digital platforms (omnichannel approach)
• Ensure that your customers have a similar experience for each customer.
• Depending on the buyer’s journey phase, send customised messaging and actually offers.
• To move users through the pipeline, you must first comprehend their behaviour.

The problem – How can you handle prospective and lead communications throughout all platforms in a continuous, yet individualized, way, on their terms, without being intrusive?



The answer to today’s B2B sales difficulties

Creating an optimum pipeline that fully utilizes the usage of technology marketing is the answer to the entire modern B2B issue.

Data analytics are abundant in digital marketing platforms.

Google Analytics, for example, may provide a wealth of information about user behaviour.



You can find out what material your customers enjoy, how they found your website content, which deals perform, and much more. With this information, you can design and improve a sales pipeline that automates the whole selling process.

You can give a customized and consistency of the data throughout all connections, at every phase of the purchasing journey, using a B2B digital marketing funnel. To target a particular customer, employ data-driven categorization to understand where your customers are in the buying cycle.

Tailor you’re messaging and offerings to the stages of the buyer’s journey.

So, if someone engages with your company, you can use that energy to move them nearer to buying a product.



What is the best way to create a B2B digital advertising channel?

Your sales funnel is life and death for a B2B organization.

This approach is intended to call out to customers with appropriate offers that will entice them further into your sales pipeline. You’ll isolate and entrench your company in the thoughts of corporate decision-makers if you use several interactions in your B2B funnels. So, when they’re prepared to buy, you’ll be the company they choose.

You must plan out the entire customer experience, including objectives at each stage, material and incentives, and the best marketing platforms to attract prospective customers, in order for your B2B digital marketing to be effective.



TOFU stands for Top of the Funnel.

The top of the funnel is where fresh website traffic and leads are funnelled into your sales funnel.

It relates to the buyer’s journey’s Awareness stage. Most customers are either just becoming aware of an issue or are in the research phase at this point. They may not be aware of your gleaming new motorised desk job, but they are only learning about the dangers of prolonged sitting.

The B2B Marketing Funnel is Being Split

Many marketers have proposed the idea of “dividing the funnel” in recent years as a recognition of the fact that when marketers build strategies exclusively to generate large numbers of leads, they frequently wind-up misaligning with the company’s income generation objectives. Splitting the pipeline is a strategy for placing importance and better matching marketing KPIs with business outcomes.

According to adherents of this theory, business ideas can be split into two categories:



Customers with high intention are individuals who express a distinct and genuine desire in a goods or services. These are purchasers who have ordered a demo, begun a trial version, approached the sales staff, or shown interest in becoming a client in some other way.

Consumers with a low intention to convert are individuals who do not show a great desire to convert. They may interact with material on your website, but it’s possible that they’re doing so out of fascination rather than with the intention of making a sale.



This B2B marketing strategy divides leads into various buckets and bases marketing objectives on the number of high-intent customers. Since they convert at significantly higher win-rates, the related techniques emphasize on acquiring more high-intent in-market consumers by getting them to a demonstration or test converting stage.

You shift your expenditure to developing exposure with unfenced, educational-focused content for low-intent purchasers. Consumers will remember your company when they see much more your digital marketing over time and as they identify their suffering. They’ll become a high-intent customer, and you’ll be ready to meet their desire.



Concentrating on customers who have exhibited some form of desire makes logical at first, and it may help you close a few more transactions, but this technique rapidly mesas. Without paying more money, demonstrations will become more difficult to come by.

The divided pipe may place an excessive emphasis on “high-intent” activities. A trial or installation isn’t an assurance of income, particularly if you don’t connect and engage your audience before and during those cringe worthy periods.



For 2022, revisiting the B2B marketing funnel

Now that we’ve covered the basics of B2B marketing channels in the previous, it’s time to look at how society has changed in the last few years.

Here are some of the most significant movements and developments in the last few decades, as well as what they represent for how you create long term your pipeline in the future.



The purchaser’s journey is no longer a straight line.

The conventional B2B marketing pipeline has traditionally been based on the imagination of marketers.

In a perfect world, all prospective customers would begin their trip at the very top of your funnels, where they would be easily reduced the pipeline via lead qualifications and conversions due to your material and marketing techniques.

Sadly, this is not how the actual world works. Consumers leap from one portion of the pipeline to the next, blurring the distinctions between both the multiple parts of the classic funnel.

The rise of “dark social” altered the rules of the game.

The private messages feature is available on every significant social media site. Slack, Discord, and WhatsApp are examples of emerging social media networks that are completely oriented on personal communications.

A lot of purchasing choices are made on these “invisible” platforms, sometimes known as “dark social.” Individuals use these platforms to share their thoughts and experiences, offer advice, and express their dissatisfaction and rage.

Even if you have a visibility on these platforms, the chances are that you will be absent most of the time when these discussions take place. Therefore, investing in a seamless customer experience and material that excites and connects your market is critical.



If your audience is actually delighted with the quality, you offer and the answers you supply, the discussions they have in these hidden social media channels will benefit you.



Consumers wield more influence and have less faith in sellers.

As a corollary, clients have a plethora of options for media consumption. Their patience for poor quality material is at an all-time low—why would they interact with anything of poor value when there are so many other possibilities just a Google search or a social media post aside?

Modern customers are also more informed. They’ve seen it all—every call to action, advertising email, and promoting sales they have zero patience for marketing that is useless or condescending.

Research papers and endorsements that used to persuade customers to move along your channel are no longer functional. Customers have been burnt in the past by inflated research papers, and they can and will fact-check any points you make by conducting their own investigation into your brand and its products.

Consumers also have minimal tolerance for advertising channel complexity. With many selections, each impediment in their path—from a slow site to off-target advertising message turn customers away.



You’ll have a much simpler time changing your customers throughout your pipeline if you incorporate additional kinds of confidence (beyond research papers) and a constantly updated conversion procedure.



The most effective B2B marketing focuses on influencing attitudes rather than identifying problems.

“You must tackle your consumers’ specific problems throughout entire marketing process to convert them.” You’ve probably heard something along these lines, but this popular assumption is profoundly wrong.

Though recognising and resolving your consumers’ pain issues is critical in the middle and bottom regions of your funnels, consumers at the summit are significantly less inclined to answer to this type of messaging.



Consumers who aren’t acquainted with your goods or services are unlikely to realize they have a problem. The major goal at the summit of your sales pipeline ought to be to raise awareness of the issues so that people can see your company as a solution to this issue they didn’t even realize they had.



Cold audiences who are unfamiliar with you or your goods require you to reach people where they are right now.

Generate desire as a technique. To reach them, your messaging should focus on their current views, not on where you think they are or where you need them to be later in the pipeline. Then, using material to show the pain spots they aren’t aware of, create a story that will ultimately present your good or service as the ideal answer.



As a consequence, Attitudes Have Started to shift. As purchasers begin to believe the story, their ideas will shift over time, and they will recognize that they have problems.

Phase 2: Hot audiences have begun to make the mental adjustment required to understand the concerns you’ve raised in your content.

Absorb Desire is the approach. First you must persuade them to alter their behaviour in order for them to be in a situation to start with your company on a profound level.

As a result, there has been a shift in behaviour. This group of buyers is aware of their problems, is acquainted with your story, and has started to teach themselves on the advantages and worth of resolving their problems.



Phase 3: Conversion-oriented material is required to move hot consumers throughout the majority of your funnel. They are completely aware of their problems and how you can address them.

Product marketing is the approach. This is where you push forth your client stories of success, case analysis, and endorsements to stimulate that final phase of acquisition, comparable to typical B2B marketing pipelines. This is also the group of consumers that will benefit from your product marketing material as they try to figure out how your solution works to resolve their issues.



Using this framework, you’ll be able to contact your consumers at a much higher position in the funnel—and, contrary to popular belief, the top of the pipeline is where the majority of purchasing choices are made.

Desire generation has never been an easy task. To maintain your B2B sales process strong, you’ll need to adjust your strategy and techniques in reaction to variations in your target audience. If you can do this, your company will grow enormously until 2022.

Need help with building your B2B marketing funnel? That’s what Persona’s Media digital marketing agency is here for! For more information book a consultation with us now!