Whether theyre building a brand, fueling revenue generation, or supporting the customer journey, marketers are constantly looking for ways to highlight their value and increase ROI.
For demand generation professionals in charge of optimizing a B2B marketing funnel, that means any friction getting in the way of alignment, efficiency, and scalability simply has to go.
“Most B2B buyers are working super hard to remain unknown to you - they tend to avoid forms at all costs, says Calen Holbrooks, vice president of marketing at ZoomInfo. That’s why visibility into an account’s buying signals and the ability to identify and engage decision-makers are crucial to building a seamless B2B marketing funnel.”
To build a frictionless funnel that delivers value at every stage - and avoid a disjointed system laced with manual intervention and human error - use this proven three-part framework:
Understand priorities at each stage
Identify clear KPIs to track success
Invest in the right technology
Understanding the Stages of a B2B Marketing Funnel
The B2B marketing funnel is a five-step strategy that is often organized into three stages - top of funnel, middle of funnel, and bottom of funnel. There are dedicated stages to generate awareness, create engagement, and ultimately convert prospects into customers.
Although each funnel might have different naming conventions, the five steps in a buyers journey can be categorized as: awareness, interest, consideration, evaluation, and purchase.
Integrated marketing teams may also consider post-sale funnel stages that support a customer through onboarding, product adoption, and eventually, becoming an advocate for the brand.