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

As a B2B company, you need a good marketing funnel to acquire new customers, nurture leads, and make sales. 

Unfortunately, the path through the B2B buyer’s journey may be complex and painstaking, with different touchpoints and marketing efforts. 

Extended B2B sales cycles may need nurturing customers for months, if not years, before they can become sales possibilities or paying clients. 

Marketing and automation have created an unprecedented world of opportunities for you to provide uniform and customized experiences to your customers and leads throughout all engagements. 

And establishing an effective B2B sales funnel will deliver that seamless transition at each phase of the customer lifecycle, guiding them toward the ultimate sale. 

This allows you to create lean, effective, and efficient marketing campaigns, raising conversions and completing more business. 

The openings and breakaways of the current B2B sales funnel and how to use marketing to boost performance and ROI. 

Why are a sales funnel not a pipeline? 

The sales funnel is inextricably linked to a business’s B2B sales process, and it is not the same thing. A B2B sales pipeline depicts how your sales force impacts a potential pool of clients, with emphasis on the measures necessary to close a deal. Possibilities come and go, moving from one step to the next and back again. It is entirely up to your salesperson to return them and close the purchase. 

The B2B pipeline relates to the steps of the customer lifecycle: 
  • Awareness – Strangers, sometimes known as prospects or cold audiences 
  • Consideration – Leads, warm leads, or interested audience 
  • Conversion/Decision – Hot leads or Sales qualified leads 
  • Loyalty and Advocacy – Current customers 

The great value of a funnel is that it allows you to map out the customer’s journey and find the right combination of marketing channels, content, message, and offers to connect at each stage. 

It all comes down to conveying the appropriate message and making the correct offer at the right time! 

  • To encourage new customers, increase awareness, and enlighten about a certain stumbling block or difficulty that your brand assists in resolving, adopt TOFU marketing. 
  • MOFU uses useful content to establish trust and rapport by showcasing how your product/service addresses their issue. 
  • BOFU marketing is designed to assist customers in making a purchase choice by removing any obstacles and promoting fast action. 
  • CRM and marketing channels assist in retaining existing clients, encouraging repeat sales, and driving referrals. 

You need as many high-quality leads as possible in your sales funnel. 

You’ll have a better notion of what your customer thinks of various phases of their path if you recognize your B2B customer journey. Check out ways to build your B2B Marketing and Sales funnel that grows your ROI 

1. Create a solid pipeline to aid in the sales process  

A sales procedure must be in place for every sales team. To make it, you must organize your team’s activities in 3 aspects: 

  • When: Stage 
  • Who: Job Title 
  • What is the task? 

The steps of the sales funnel will offer you milestones for each dimension. Creating a B2B sales funnel allows you to see your sales process in real-time, and it should include all relevant information about the prospects, opportunities, and clients you are now working with. 

A pipeline is a valuable tool for tracking and analyzing your sales team’s activity and forecasting income. 

2. Maintain appropriate engagement with the prospect

As the potential customer moves through the customer lifecycle, they search for and collect information that will help them make a purchasing choice and go to the next step. Companies have three primary sources to accomplish so: 

  • The sales department 
  • The firm provides content marketing through multiple methods. 
  • Client feedback and fair third-party evaluations 

A client must obtain pertinent information at each stage of the purchasing process. 

3. Track conversion rates regularly

Users should constantly work on reinforcing the weaker aspects of your business in the ability to implement only noteworthy information regarding the company and help potential buyers choose you over other providers. Examining your B2B sales funnel could provide useful information. 

Users can analyze the conversion rates between these phases by tracking the number of customers at each stage of the buying process funnel. 

4. Align your marketing and sales teams 

Many businesses have experienced conflicts between marketing and sales. Who should be in charge of the funnel? Whether the team should be in charge of generating leads? Which is more efficient, inbound or outbound marketing? The most difficult pressure is between marketing qualified leads (MQLs), and sales qualified leads (SQLs). These are challenging questionnaires that can only be addressed. 

With widespread Web access, the buyer’s journey has been heavily digitalized in the past few decades. 

A successful marketing funnel is a valuable instructional environment that aids decision-makers in their purchasing journey. So, who is responsible for adding value to the products and services? 

The marketing team researches the market, new entrants, customer profile, and the company’s unique selling position (USP). They are in charge of segmentation. 

Marketers offer recyclable information to large audiences. Salespeople excel at face-to-face communication in real-time. 

If your business owners communicate, collaborate, and prioritize driving value, your company will succeed, and they will most likely fail if they fight over the funnel. 

5. Use personalized content 

Just as you outline buyer personas to personalize your outreach, you must tailor the sales process to the needs of potential customers. No online model could provide a complete guide to creating a sales funnel—that is, an adequate communication landscape between your business and your customer. 

How this works well in the finance industry may not work so well in the automotive sector. For tangible products or software, for example, demonstrations are beneficial, and case studies may be preferable for service providers. 

Whatever sales funnel model you use, you must personalize the actions at each phase to create the perfect customer experiences and provide your customers with whatever they need to continue moving. 


If you want to effectively magnify your ROI through B2B marketing, you must pay close attention to what data is revealing. Then, restructure your efforts to reflect this. 

Adaptation necessitates bravery. This could include doing something completely different and simply attempting that you’ve never done before. But if done correctly, all of your initiatives will be rewarded, and you’ll see the outcomes.

For more assistance, reach us now! 

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