A B2B marketing funnel Stages are a way to visualize a potential customer’s journey from an unknown website visitor to becoming a company’s first customer.
The B2B marketing funnel includes lead generation and conversion processes, among which the lead generation process can automate, but human interaction is still an important part of the conversion process.
This is because many decision-makers involved in the B2B sales process, from the stage of qualifying a lead to conclude mutual terms for closing a deal.
So, if I can imagine the best form of a B2B marketing funnel (most effective), it would look like this:
Now let’s take a look and see exactly how each stage looks and their role in lead conversion.
Top Best 6 Essential B2B Marketing Funnel Stages
B2B Marketing Funnel Stage 1: Awareness
In this stage, You engage all your customers in the funnel, raising awareness of the brand, product, and solutions your company offers.
To build awareness, your marketing strategy should include everything that allows you to reach new leads on relevant platforms. To do this, you can use paid social media and search engine promotions for quick results, or you can opt for natural growth.
However, I always recommend enabling both paid and regular promotions for the best results. For example, PPC ads on Google with effective SEO can help you not only drive traffic to your website but also add recall factors and brand credibility by ranking first on the results page.
Guest blogs on relevant websites where your target audience takes the time to stay updated can also be a great idea to raise awareness among an already established audience and potential customers.
B2B Marketing Funnel Stage 2: Percentages
In this stage, you build interest in the brand among your audience, which you initially attracted during the recognition stage.
To do this, you can retarget your social media visitors with additional information related to the pages they viewed on the website during their previous visits.
Social sites like Facebook, Twitter, and LinkedIn offer tools like Facebook Pixels, Twitter Tags, and LinkedIn Insight Tags, respectively, that track visitor activity on your website and allow you to refer to them with targeted advertising based on their previous actions.
This way, you can stay in touch with them and improve communication with more personalized and relevant information that can help them make better decisions, most preferably in your favor.
B2B Marketing Funnel Stage 3: Action
In this stage, your goal should be to get repeat visitors to act on your landing page. Typical examples include compelling copy buttons such as Request Demo, Request Callback, or Download Now.
Landing pages play a vital role in lead generation. This is why your page’s content, design, and calls to action must be strategically executed so that visitors find information that suits their needs and encourages them to do what you want them to do on the page.
Once a visitor takes such an action, you have the data to take the conversation outside of social media and direct it to the next step, and so on, until they are ready to speak with the sales department.
B2B Marketing Funnel Stage 4: Engagement
Before this stage, you have data about the most potential customers, that is, the potential customers, in your database.
Once a potential customer reaches this stage of the funnel, they are already 57% involved in the buying process. This means that the potential client views your company as a reliable supplier among other players in the market.
At this stage, keep your leads engaged and happy with marketing content like white papers, blog posts, customer testimonials, case studies, etc.
This is usually where the sales team comes in to grow the most qualified leads. The sales team starts reaching out to them to get them involved in the sales process.
This is the most important stage in the funnel because what you do and how you retain leads will decide how far the conversation between both parties can go.
B2B Marketing Funnel Stage 5: Opportunity
In this phase, the sales team speaks to the leads who demonstrated high engagement in the previous phase to move forward in the buying process.
The sales team tries to establish one-on-one conversations with these potential customers by sending them targeted emails.
Also, cold reach becomes more effective at this stage as the prospect already knows a lot about the brand and my interest in continuing the conversation.
If done right and the prospect is still considering buying from your company. The sales rep will make their first appointment and that’s when the “opportunity” happens.
B2B Marketing Funnel Stage 6: Customer
Finally, a prospect becomes a customer when he or she commits to doing business with your company and the opportunity closed.
Now, in B2B Marketing, the length of the journey from the first meeting with potential customers, i.e.
The possibility of signing the final contract depends on many factors, such as the number of decision-makers, budget constraints, etc. per day, and up to a couple of months.
Always remember that in B2B Marketing you can only win by educating your customers about the problems and solutions your best offer, and not keeping them in the dark.
So, make sure that your marketing funnel provides the best resources to educate your potential customers. That will take them to the next stage and ultimately become your client.