Want to build a B2B marketing sales funnel for marketing that truly works?
Whether you’re new to the game or looking to enhance your existing B2B marketing strategy, you must understand how a B2B sales funnel works. Today, we’ll walk you through each stage of the B2B sales funnel and share practical tips to help you get the most out of it. Let’s kick things off by laying down the basics!
What is a Marketing Sales Funnel?
So, what is a funnel in sales, and how does it work?
A sales funnel is a visual model that maps out the stages a potential customer goes through before making a purchase. It tracks their journey from initial curiosity to final purchase, covering all the key steps.
Visualised as an inverted pyramid, a traditional sales funnel starts with a broad entry point, representing a large pool of potential buyers. As prospects progress, the numbers narrow, culminating in those who purchase a product or service.
That’s the general idea, at least, but it’s not a strict rule. Modern sales funnels have evolved to match the diverse and often non-linear ways people take when buying a product or hiring a service. They factor in multiple touchpoints, longer research phases, and the growing impact of digital interactions.
B2B vs. B2C Sales Funnels: Key Differences
Both B2C (business-to-customer) and B2B (business-to-business) companies use sales funnels. While they share some similarities, their approaches have some key differences. This isn’t just about the target audience. A B2B funnel is usually longer and more intricate than a B2C one. While a B2C funnel can sometimes wrap up in a single day, a B2B process can stretch out for up to a year & a half.
So why is that?
B2B funnels can be a bit less straightforward, with customers bouncing back and forth between stages. Multiple stakeholders are typically involved in B2B purchases, whereas B2C decisions are usually made by a single person. And that’s just part of the story.
Below is a short breakdown of the key differences between B2B and B2C sales funnels.
- Who They Target: B2B targets businesses, while B2C focuses on individual consumers.
- Length of Sales Cycle: B2B sales cycles can take months or even years, while B2C cycles are often quick and can happen in a single day.
- Decision Makers: B2B decisions involve multiple stakeholders; B2C decisions usually involve just one person.
- Complexity: B2B purchases are often more complex and need detailed information, while B2C purchases are generally more straightforward.
- Content Used: B2B funnels use case studies, white papers, and demos; B2C relies on product descriptions, reviews, and ads.
- Building Relationships: B2B focuses on long-term relationships; B2C emphasises quick sales and immediate customer satisfaction.
- Sales Approaches: B2C uses personalised sales tactics and direct engagement; B2B uses wide-reaching marketing campaigns.
What does AIDA stand for?
Most B2B sales funnels follow the AIDA model—Attention, Interest, Desire, and Action. This model helps businesses:
- Catch the Eye of Potential Clients: Using targeted marketing to draw in the right audience.
- Keep Prospects Engaged: Providing valuable content and insights to maintain interest.
- Build Desire: Demonstrating why their product or service meets client needs.
- Encourage Action: Prompting prospects to make a purchase or take the next step.
Once you’ve understood this model, you can adjust your approach to better connect with potential clients, leading to more successful and satisfying results for your business.
Ready to get started? Now, let’s look at the details to maximise your marketing!
Key Stages of the B2B Marketing Sales Funnel
A B2B marketing funnel typically consists of six distinct stages. These stages guide your visitors from initial awareness to becoming loyal customers.
- Awareness
In the awareness stage, potential customers start to recognise a need or desire. This can happen naturally through their research on a relevant topic or be sparked by a well-executed marketing campaign. You can capture their attention and make a strong first impression through content marketing, search engine optimisation (SEO), pay-per-click (PPC) campaigns, and social media.
- Discovery
After recognising a need, prospects enter the discovery phase. They’ll begin exploring solutions and gathering information about the products or services you offer. This could mean searching on Google, visiting websites, reading blogs, and checking out reviews. At this stage, they go from just seeing the problem to recognising possible solutions and considering your product as one of them.
- Evaluation
During the evaluation stage, potential customers are familiar with several options and start comparing them. They weigh the pros and cons of different solution providers. This is your chance to stand out by building trust and authority. Highlight your unique value proposition (UVP) and attempt to address their concerns with informative content, case studies, and testimonials.
- Engagement
At the engagement stage, prospects begin interacting more directly with your marketing efforts. They might try free product samples or service trials, attend webinars, or participate in live demos and walkthroughs. This is a key time to build a personal connection and show them the real value of your product or service through hands-on direct engagement.
- Sales
In the sales stage, prospects are ready to make a purchase. So, it’s all about making the buying process as smooth as possible. A clear call to action and easy ways to buy—like a convenient online checkout or a quick contact method—can help convert those engaged prospects into happy customers.
- Loyalty
The final stage is loyalty. Once a customer makes a purchase, your focus shifts to keeping them engaged and building a lasting relationship. Send follow-up emails, offer loyalty rewards, and ask for feedback to show you care. Staying in touch helps encourage them to come back and can turn them into passionate advocates for your brand.
How to Build and Optimise Your B2B Marketing Sales Funnel
Here’s a simple guide to help you create a B2B sales funnel that gets results:
1. Get to Know Your Customers
Start by identifying your target audience, including their company size, intent, and buying behaviour. Analyse your current customer base, research competitors, and review your website and social media data to define your target market.
2. Create a Detailed Buyer Persona
Use your research to craft a comprehensive buyer persona. Include details such as their pain points, preferred social media platforms, and role within their organisation.
3. Adjust Strategies for Each Funnel Stage
Apply different marketing tactics to strengthen your marketing sales funnel from start to finish. For example, use content marketing, SEO, and social media during the awareness stage to attract prospects. As they move down the funnel, focus on a seamless sales process and quick responses to enquiries.
4. Conduct Market Research and Check Out Competitors
Thorough market research helps you understand your target customer’s pain points and how your solutions can address them. It also reveals new trends and gaps in your competitors’ offerings.
5. Set Goals for Each Funnel Stage
Define specific goals for the Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu) stages. For instance, MoFu content might compare your product to competitors, while BoFu content focuses on driving conversions.
6. Get Sales and Marketing on the Same Page
Make sure your sales and marketing teams work together effectively. Their goals and efforts should align to ensure the success of your B2B sales funnel.
Engaging Audience Through Your B2B Marketing Sales Funnel
Once you’ve established your B2B marketing sales funnel, the next step is to engage your audience effectively at each stage. To achieve this, focus on crafting compelling content tailored to each stage of the funnel—educational material for awareness, detailed comparisons for discovery, and personalised demos for engagement.
Besides that, personalisation and automation should be used to create meaningful interactions while ensuring timely follow-ups and regularly reviewing funnel performance. For a better customer experience and to drive growth, it is also important to build your strategies on customer feedback.
Adapting your approach to the specifics of B2B transactions can boost your engagement strategies and improve your ROI. The goal is to do more than just convert prospects into customers. Think long-term and prioritise building lasting partnerships where clients trust and support your brand.
Unlock Your Marketing Potential with Canty Digital
If you need help optimising your B2B marketing sales funnel or want to explore advanced online marketing strategies to boost engagement and conversion rates, Canty Digital is here to assist. With our expert guidance, you can gain a deeper understanding of your audience and customise your B2B marketing approach and strategies to achieve impactful results.
Connect with us today to start transforming your B2B marketing strategies and experience the difference a well-optimised marketing approach can make!
