How to Build a B2B Marketing and Sales Funnel That Grows Your ROI

Wouldn’t it be great to have a guide that shows you how to get more sales? B2B Marketing sales comes in to action there.

It can provide insights into what your customers want and help you highlight the actions you need to take at each stage of their journey.

Sounds good, doesn’t it?

Well, what I’m describing is B2B marketing and the sales funnel. If you don’t already have a funnel strategy, you’re behind; 87 percent of marketers create content relevant to different stages of the customer journey.

Here’s what you need to know about building a sales funnel that helps increase your ROI.

What is a B2B Marketing Funnel?

A B2B marketing funnel is a diagram that shows businesses how their customers interact with their brand from their first encounter. It describes the journey people take to become a customer and sets out the marketing activities that need to happen at each point of engagement.

It’s very similar to the sales funnel and the lines have become very blurred. However, it is easier to picture them side by side:

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  • Your marketing funnel creates touch points and gives prospects reasons to buy.
  • Your sales funnel describes the concrete steps you take to convince people to buy.

Both B2B marketing funnels and B2B sales funnels are different from their B2C counterparts.

The reason is that businesses make purchasing decisions in very different ways to individuals. Businesses have to spend more money, take longer, and have more stakeholders (especially if it’s a high-value purchase), which means the journey can be long and complicated.

B2B
Source Gartner

In fact, 77 percent of B2B buyers say their last purchase was too complicated. The B2B buying cycle is also long, with 74.6 percent of B2B sales taking at least four months to close and nearly half taking 7 months or more.

This makes it increasingly important for B2B companies to invest in both their marketing and sales funnels.

For what reason Does My B2B Business Need a Marketing Funnel?

There are many reasons why you need a B2B marketing funnel. I have selected the five most important benefits, but these are only the tip of the iceberg:

  • The B2B customer journey is more complex and therefore requires more oversight.
  • Modern customers value experience, which is why customer experience is a top priority for 45.9 percent of businesses.
  • It allows you to coordinate the efforts of different team members.
  • You can increase the effectiveness of marketing tools by automating large parts of the process.
  • It helps you identify inefficiencies and improve your marketing process.

These are incredibly important benefits, but the most important benefit of a B2B marketing funnel is that it provides a plan. You are not taking temporary measures; You take strategic steps to move the prospect to purchase.

Prospects must work through each front to reach the consideration stage. They need explicit data at explicit places in the excursion to do this.

If you do this well, it delivers real results. By reducing friction in their funnel, financial software company GoCardless increased conversions by 139 percent.

Sometimes only small changes are needed, but the key is understanding your funnel.

Stages of B2B Marketing Funnel

Someone interacting with your brand for the first time has different needs than a regular site visitor. They will have different questions and expect different things from you. How do you ensure the right content or experience is delivered at the right time?

By understanding your B2B marketing funnel, you’ll have a better idea of what your audience wants at different stages of their journey.

Business to Business Marketing Funnel

1. Top of Funnel = Awareness + Attention

An SEJ survey is often created by marketers as top of the funnel content or rather than funnel content. 95 percent of marketers create funnel content.

Before prospects will consider your products, they need to discover your brand—this happens at the top of the funnel, sometimes abbreviated to TOFU.

Presently, for many firms, the top of the funnel is characterized by:

  • brand building
  • content marketing
  • SEO
  • paid advertising
  • social media posts
  • influencer marketing
  • video marketing

At this stage of the marketing funnel, your customers have a question or pain point they need solved, and by providing an answer, you start a relationship. Your customer has no attachment to your brand, so you need to grab people’s attention and keep them engaged.

Not easy to do in crowded places like social media sites.

This is why having a clear marketing funnel is so helpful, as it creates awareness for your brand and sets the stage for building relationships.

2. Middle of the Funnel

According to a SEJ survey, 86 percent of marketers create middle of the funnel content.

At the top of the marketing funnel, you capture people’s attention, and the middle of the funnel describes what you do.

Business to business sales are rarely made at the first touch point. On average, it takes eight touch points to make a sale, which shows that you need to do a lot of marketing.

You need to build rapport and build trust before businesses sign on the dotted line.

In the middle of the funnel you build interest and position yourself as a trusted partner to help solve pain points. You must prove To do this, :

  • Understand what those problems are
  • Worry about problems of opportunity
  • There are answers to address those pain points
  • This is where marketers rely on targeted, educational content to drive prospects toward answers to their problems.

You’ll be giving away a lot of information here for free, but don’t lose sight of the end goal: believe that what you’re selling is the fastest/easiest/most effective way to solve a problem.

We’re not in the hard sell yet, but we’re planting the seeds and creating purchase intent.

3. Bottom of Funnel = Intent + Action

According to a SEJ survey, 76 percent of marketers create bottom of the funnel content.

At the bottom of the marketing funnel, the goal is clear: get the conversion.

You’ve done a lot of work to get people here, now it’s time to invest. To do this, pages need to be straightforward with strong calls to action that lead to a purchase.

You’ll still use content to guide your prospects through the journey, but it’s changed a bit now. Here is a bottom of the funnel content example:

B2B Marketing Modkat
Source Modkat

This case study provides specific actions and links directly to the page where prospects can be reached.

At this point, you’ve helped them understand their pain and convinced them that they need help to resolve it. Now, you need to make sure you’re the company they turn to for help, not one of your competitors.

To do this, marketers rely on:

  • Case studies
  • Comparison guides
  • web pages
  • Demos
  • Free trials
  • Optimized landing pages
  • Social proof

The top and middle of the funnel are designed to drive people to the bottom of the funnel, but here you drive it home and close the sale.

1. Post-Funnel

The B2B marketing funnel doesn’t end once you make a sale.

You’ve worked hard to build a relationship with these people, so you want to maximize its value. To do this, you need to have a solid understanding of post-purchase marketing.

Repeat customers are nine times more likely to convert, so this is an important step in driving ROI.

This is where you constantly engage with the customer, making sure they are getting the most out of their product and resolving any issues they may have. Now is the time when you want to upsell and cross-sell:

  • Shows how your products work well together
  • Highlighting features of improved packages
  • Communicating new improvements you make to your products and services

The goal is to keep the conversation going, so if the customer decides they need something more, you’re the first business that comes to mind.

What is a B2B marketing sales?

A B2B sales funnel is a visual representation of how leads are captured and moved through the funnel.

The B2B marketing funnel is primarily concerned with creating the right touch points to guide a prospect through the customer journey.

The B2B sales funnel is more concerned with actions that bring a prospect closer to becoming a customer. For example, instead of writing educational content, have a sales representative walk you through a demo of your software.

You need to have a marketing funnel and a sales funnel that work together to deliver everything they need for maximum performance.

Why Does My B2B Business Need a Sales Funnel?

Your business needs a sales funnel for similar reasons it needs a marketing funnel. That said, the B2B customer journey is complex.

Even the most straightforward decisions can become complicated when selling to a business. A typical B2B buying journey involves six to ten decision makers, each with specific interests. You need to bring everyone together to make a positive decision about your product.

Although the action plan looks like this, it is difficult to do without an action plan:

Business to Business Marketing Steps

Not only does your B2B marketing funnel help guide stakeholders through the process behind the scenes, but your B2B sales funnel outlines the overt actions you’ll take to convert prospects.

Again, it’s broken down into different stages so your team knows what actions to take at each point.

Stages of B2B Sales Funnel

Every business is unique, which means prospects take a slightly different buyer journey. For that reason, you can find many different B2B sales funnel examples.

Generally, they are based on the same principles as AIDA, Forrester’s Model and Conversion Funnel. This section will keep it simple and break down the B2B sales funnel into six stages.

1. Awareness

You’ll immediately notice the similarities with the B2B marketing funnel here. As mentioned earlier, sales funnels and marketing funnels are naturally linked.

We’ve talked a lot about content in the marketing funnel, specifically what kind of content is needed at each point in the customer journey. A sales funnel focuses more on the methods you use to create brand awareness and drive demand.

This is where you can test different marketing methods and closely monitor the results to see which one delivers the best performance.

Strategies include comparing click-through rates of social media ads to Google ads or working on cold emails for lead generation.

It is important to keep an eye on key performance indicators:

  • Site traffic
  • Development of social media profiles
  • Signing up for your email newsletter
  • Click through fees on paid ads
  • Downloads of entry assets

B2B sales funnels can be more complex than B2C, but they all start with awareness.

2. Interest

It takes time to build interest in your products – first, you need to build a relationship.

At this point, you’re not calling them five times a day to drive sales. You need to allow them to get interested in your product or services so that they take the first step.

Track the content your prospects engage with and provide them with enhanced content to ensure their interest.

For example, if someone signs up for a live demo of your software, this is a strong sign of interest. This allows you to move to the next level in your process and actively pursue sales.

Make sure you’re creating high-quality content promotions and use them to determine how hot or cold a lead is.

Your lead scoring might look like this:

  • Signed up for an email newsletter: 2 points
  • Download a beginner’s guide: 3 points
  • Downloaded a brochure: 5 points
  • Attended a webinar: 8 points
  • Free trial started: 10 points

This helps you see how motivated your prospect is, so you can reach out at the right time.

3. Consideration

At the consideration stage of the B2B sales funnel, it can get a little more “salesy”. Your prospects have recognized their pain point and identified your product as a potential solution, but they’re still weighing a few things:

  • How large is the issue they need to tackle?
  • How quickly should the problem be resolved?
  • Can they solve the problem internally?
  • What alternative products can solve the problem?
  • What budget can they allocate to solve the problem?

Studies show that this is the point in the customer journey where 60 percent of prospects want to speak to a sales manager.

At this point, you should have a good amount of information about the prospect, and guess what?

This information helps prospects solve their problem; With your product!

During the consideration phase, your prospects evaluate your product by looking at reviews, but often the quickest way to do this is to talk to someone.

4. Intent

The intent stage of the sales funnel is all about refining the leads. Individuals know who your image is, they realize they need an answer, and they’ve thought about the entirety of their choices. Nonetheless, they actually need that last push.

For example, they may add an item to their cart, but not convert. You’re not alone—in fact, fewer than 70 percent of carts are abandoned.

Because even adding an item to a cart or filling out card details is a sign of intent. This is the next stage of exploration, and as your abandoned cart statistics show, many prospects don’t make it past this stage.

Understanding the difference between intent and what it takes to complete a purchase is an important part of the sales funnel because it allows you (or your sales team) to step in at the right time.

An abandoned cart, unused software trial or demo registration is a good sign because it means you’ve won. This is an opportunity to get them on the phone (or start your abandoned cart email series) and give them the nudge they need to convert.

Cart email series have an open rate of 41.09 percent, which means you’re getting a second chance with a large number of customers. If you contact them on the phone, your conversions will go even higher.

5. Evaluation + Decision

Here’s where you drive the sale home: the evaluation and decision phase of the B2B sales funnel.

Your prospect has signaled their intent, but they’re not yet ready to make a decision. How to take them to the next level?

At this stage, stakeholders complete their final research and come together to make a decision. The challenge is that there can be many people in the process.

You may have someone from marketing, someone from sales, someone from customer support, and someone from corporate, all of whom consider slightly different details. You’ve already done a lot of hard work to advance all of these people through the sales funnel, and now it’s time to switch.

During the evaluation and decision-making phase, your sales team should regularly contact the prospect to answer questions, highlight benefits and create a deal.

6. Purchase

Just because someone decides they want to buy your product or service doesn’t mean they will. A lot more can happen before people enter their card details and you deliver the product or service.

Take site speed, for example. The average transaction conversion rate for a page that loads within two seconds is 6.32 percent. Once you drop below two seconds, that number drops below 3 percent and continues to drop as load times increase.

sales and marketing


When people make a big investment, they expect it to be convenient, which means you need to improve the buying process in any way you can.

The first hurdle they face is your payment process, if it’s not smooth, people won’t switch. It’s intuitive, easy to use and pre-fills details if possible. User testing can help identify problems in the process.

You’ll also want to keep a close eye on people exiting the funnel. They are often well qualified and may respond to repeat advertising or social selling.

How to Create a Cohesive B2B Marketing and Sales Funnel for Your Business?

Your B2B marketing and sales funnel is unique to your specific business and your specific niche in the market. Even your closest competitors don’t have the right model, team or resources.

Since you can’t just copy a pre-made graph, how do you create an integrated funnel?

1. Set Your Goals and Objectives

Before you look at any business process, you need to understand your goals and objectives.

People who write down their goals have a 20 percent success rate in accomplishing them, so it’s important to outline what you want to accomplish.

You can choose to focus on:

total sales

average sale value

conversion rate

percentage of repeat sales

customer satisfaction

The important thing to remember is that you don’t have to have just one funnel. Your goals may vary depending on the audience you attract, so the customer journey will change as well.

Set clear key performance indicators to measure your progress.

2. Understand Your Target Audience

Digital marketing is all about understanding your target audience. If you get this wrong, no matter how much money you throw at it, you won’t see maximum results.

It’s worth going the extra mile to understand your target audience because funnels focus on the customer journey. If you don’t understand their wants, needs and pain points, you won’t be able to take the right actions at the right time.

Create detailed customer profiles so you have a clear picture of what your ideal customers look like.

1. Organize Your Team

As you can see, comprehensive B2B marketing and sales funnels have many different components. You will acquire a wide range of skills and knowledge to maximize performance.

The key is to ensure that marketing and sales work together. If those two teams are silenced and communication breaks down, your funnel becomes very inefficient.

If you have not worked with a B2B sales funnel earlier, this can be a great change. Get buy-in from your team and show them how your new funnel can make life (and ROI!) better for everyone.

2. Choose the Right Channels

If you want to reach your target audience, you need to be where they hang out. This can vary a lot depending on the population.

Check out what percentage of US adults use Instagram:

  • 18-29: 71 percent
  • 30-49: 48 percent
  • 50-64: 29 percent
  • 65+: 13 percent

If you’re trying to reach an over-50 audience, Instagram may not be your best choice. Your job is to figure out where your audience hangs out and tailor your content to suit these platforms.

3. Create Your Assets

There is one thing that must be consistent throughout the B2B marketing and sales funnel: high-quality content.

Whether you’re creating a top-of-the-funnel starter guide or a detailed bottom-of-the-funnel comparison, you need to have the right assets. When planning your B2B marketing funnel, you need to think about what assets you need to build at each step of the journey.

Two-thirds of marketers are increasing their content budgets for this reason.

4. Track Your Progress

Your B2B marketing and sales funnel should never be the same in two years. Because you need to constantly monitor the results and improve accordingly.

It’s not about building a funnel and sitting back.

You’ve created a great framework and now you start working on the finer details that will take it to the next level. Make sure you have a process in place to help track results to continually improve.

Frequently Asked Questioned on  B2B Sales and Marketing Funnel

What is B2B sales and marketing?

Business-to-business (B2B) describes a relationship, situation, or market between one business entity and another entity. A B2B company is a company that sells to other businesses. Common examples of B2B sales include: Companies that provide professional services to companies (eg market research).

What are the four types of B2B marketing?

Producers: Producers are companies that buy goods and services that are transformed into other products. …

Resellers: Affiliates are organizations that sell products created by different organizations with no material change. …

Govt:…

Companies:

What is B2B selling process?

The B2B, or business-to-business, sales process refers to the series of events, phases, or steps that occur when one business sells (or tries to sell) a product or service to another business, hence the name.

Do I need to create both a sales and a marketing funnel for my B2B business?

Yes. It’s best to have both a sales and marketing funnel for B2B businesses to fully understand the customer journey and the actions you need to take at each stage.

Conclusion: B2B Marketing and Sales Funnels

Ultimately, business is about selling. B2B Marketing and Sales Funnels is a complete guide to how your business builds and sells to a customer base.

You won’t ever change over each possibility, yet making little upgrades to your transformation rate can change your business.

Your B2B marketing and sales funnels show you how to do this by giving your team a clear picture of what action they need to take in any given situation.  When you map out the interaction, it turns out to be a lot simpler to follow results and work on your exhibition.

The B2B customer journey is complex, but with good B2B marketing and the sales funnel, it’s fairly easy to navigate.

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