B2B Marketing Funnel Examples


B2B marketing funnels have become essential for any business that is looking to get ahead in the modern market. Many companies have come up with innovative ways of maximizing their marketing funnels, and here we will take a look at some of the most successful examples. 


HubSpot is an excellent example of a company that has made great use of its B2B marketing funnel. It has been able to generate leads from a variety of sources, including search engine optimization (SEO), organic social media postings, content offers, and strategic partnerships. 

The company also focuses on providing educational materials such as webinars and whitepapers to nurture leads down the funnel and ensure they are qualified when they reach the sales stage. 


Salesforce is another example of a successful B2B marketing funnel. It is well known for using its CRM software to capture leads through forms and automated emails as well as by creating lead magnets such as webinars, white papers, and case studies. 

These lead magnets allow Salesforce to target specific audiences more effectively while also giving them valuable information about potential customers. 


IBM’s funnel strategy is focused on utilizing SEO techniques to bring prospects into its website from search engines like Google. Once on the site, prospects can then be directed towards educational resources such as blog posts or video tutorials that help to nurture them further down the funnel towards becoming paying customers. 

IBM also uses retargeting campaigns to stay top-of-mind for potential customers who may not be ready to make a purchase yet but may need further nurturing before making their decision.  

Understanding The B2B Marketing Funnel: A Step-by-Step Guide

The B2B marketing funnel is a critical component for any business. It helps you understand the different stages in the buyer’s journey and allows you to effectively track, measure, and analyze your performance. 

Knowing how to properly use the B2B marketing funnel can help you maximize conversions and ensure that your efforts are paying off. 

Let’s take a closer look at what goes into mapping out your B2B marketing funnel. 

Awareness Stage 

At the awareness stage, potential customers become aware of your product or service. This is typically done through digital channels such as search engine optimization (SEO), content marketing, social media campaigns, and email outreach. 

You want to make sure that your content is engaging and informative so that it captures people’s attention and encourages them to learn more about what you have to offer. 

Consideration Stage 

Once someone has been made aware of your product or service they move onto the consideration stage. This is where they start to compare their options and decide which solution best fits their needs. 

At this stage, it’s important to provide detailed information about what makes your product or service stand out from the competition and why it should be chosen over other solutions. 

You also want to make sure that you are providing information on pricing, features, customer reviews, etc., so that potential buyers can make an informed decision when selecting a provider. 

Decision Stage     

The decision stage is when potential customers decide whether or not they will purchase from you. This is where having an effective sales process comes into play. You need to make sure that you have an efficient way of communicating with prospects and setting up demos/trials if needed in order to close more deals faster. 

Additionally, having strong customer support available can help build trust with potential customers who may still have questions after considering their options in the consideration stage. 

How To Create A B2B Marketing Funnel That Converts

A successful B2B marketing funnel is essential for any business that wants to maximize its conversion rates. A well-crafted funnel can be the difference between a successful lead generation campaign and one that falls short of expectations.

The Anatomy of a Successful B2B Marketing Funnel 

At its core, a B2B marketing funnel comprises four distinct phases. These include awareness, interest, decision and action. During the awareness phase, your goal is to increase brand visibility and generate leads. 

The interest phase focuses on nurturing leads by providing them with valuable information and resources that help them understand your product or service. 

The decision phase focuses on converting leads into customers by helping them make the best purchase decision based on their needs. 

Finally, in the action phase, you will encourage customers to purchase or sign up for your product or service. 

To ensure success during each stage of the funnel, it’s important to understand what motivates your target audience at each stage. For example, during the awareness phase it may be helpful to focus on creating content that educates potential customers about your business and industry-related topics. 

During the interest phase you may want to focus more on creating content that addresses common customer questions or concerns about your product or service. 

Finally, during the decision and action phases it may be helpful to create content that highlights key features of your product or service as well as incentives for making a purchase or signing up for a subscription plan.  

Data-Driven Strategies for Optimizing Your Funnel 

It’s also important to utilize data-driven strategies when optimizing your B2B marketing funnel as this will allow you to make informed decisions about what strategies are working and which ones could use some improvement. 

To do this effectively, start by setting measurable goals at each stage of the funnel then track performance metrics such as click-through rate (CTR), cost per acquisition (CPA) and cost per click (CPC). 

By tracking these metrics over time you can identify trends in performance which can help inform future optimization efforts such as adjusting budget allocation across different channels or improving content quality during specific stages of the funnel. 

Additionally, leveraging tools like A/B testing can help determine which versions of creative assets produce better results so you can ensure you’re delivering optimal experiences for potential customers throughout every stage of their journey in your marketing funnel. 

The Importance Of Lead Nurturing In The B2B Marketing Funnel

Lead nurturing is one of the core components of any successful B2B marketing funnel. It’s a process that takes place throughout the customer lifecycle, from initial contact to purchase and beyond. 

Lead nurturing is essential for building relationships with potential customers and keeping them engaged in your product or service.

The Benefits of Lead Nurturing 

Lead nurturing provides several key benefits to marketers. For starters, it helps you create long-term relationships with potential customers by providing relevant content tailored to their individual needs. This helps establish trust between your brand and your prospects, which leads to greater loyalty down the line. 

It also provides an effective way to stay top-of-mind with customers during their buying journey. Finally, lead nurturing can help increase conversion rates by providing targeted messages that are designed to encourage prospects to take action (e.g., signing up for a newsletter or attending an event). 

How Lead Nurturing Works 

Lead nurturing works by sending personalized messages based on where a customer is in the buying cycle. These emails could be educational, such as case studies or blog posts about topics related to your product or service; promotional, such as offers or discounts; or even transactional (e.g., reminder emails about upcoming events). 

The goal is to provide content that is relevant and engaging so that prospects will be more likely to convert into paying customers down the line. 

Tips for Getting Started With Lead Nurturing 

If you’re just getting started with lead nurturing, here are some things you should keep in mind: First, segment your audience according to their location, interests, and other factors that are relevant to your business so that you can target them with more specific messages; 

Second, measure the performance of each message using metrics like open rate and click-through rate so that you know what type of content resonates best with your audience; And finally, review all existing content regularly, including email campaigns, to ensure it’s still timely and relevant for your target audience.  

B2B Marketing Funnel Best Practices: What Works And What Doesn’t

As a business owner or marketer, you’re likely familiar with the concept of the marketing funnel. It’s a useful visualization of the buying process, from initial awareness all the way through to purchase. 

However, understanding how to create an effective B2B marketing funnel can be challenging. Here we will look at some key best practices that will help optimize your B2B marketing funnel and improve your conversion rates. 

Creating Awareness & Generating Leads 

The first step in the funnel is creating awareness and generating leads. This is often done through content like blog posts, white papers, eBooks, webinars and other forms of thought leadership content. 

Content should be tailored to each stage of the buyer’s journey, focusing on topics and phrases they are likely to search for in Google or Bing when researching potential solutions. 

Utilizing SEO and PPC strategies can also drive more traffic to your website and increase lead generation opportunities. 

Additionally, leveraging social media channels such as LinkedIn can also help generate more leads by putting your content in front of potential customers who may have otherwise never heard of your product or service. 

Nurturing Leads & Increasing Engagement 

Once leads have been generated from initial awareness campaigns it’s crucial that you focus on nurturing those leads into qualified prospects so you can increase their engagement with your product or service. 

This requires timely follow-up emails after someone has requested information about your company and regular contact throughout their buyer’s journey (e.g., sending them case studies that illustrate how others have used your product successfully). 

It’s also important to establish personal relationships with leads so you can provide personalized advice on how they might use your product or service to solve their problem(s).          

Closing Deals & Retaining Customers 

The final step in the B2B marketing funnel is closing deals and retaining customers. The key here is providing value beyond just the sale itself; ensure that customers feel well taken care of after they buy by providing additional support if needed (such as tutorials or customer success stories) as well as additional discounts or rewards for repeat customers. 

Additionally, customer feedback should be actively sought out so that any issues can be addressed quickly and any improvement areas identified before they become larger problems down the line. 

Optimizing The B2B Marketing Funnel For Mobile Users

With the rise of mobile usage, it is important for businesses to ensure their marketing funnels are optimized for mobile users. Business-to-business (B2B) marketers must be aware of how to effectively reach their target audience on this platform.

Step 1: Understand Your Target Audience 

The first step in optimizing your B2B marketing funnel for mobile users is understanding who they are and what they want from your product or service. You must consider the needs and preferences of your target market when designing an effective strategy. 

Consider factors such as age, gender, location, interests, and more when creating tailored campaigns that will resonate with your intended audience. 

Step 2: Create Mobile-Friendly Content 

Creating content that is optimized for mobile is key when attracting potential customers to your website. Content should be easy to read on a small screen and should be tailored specifically for a mobile user experience. 

To make sure your content looks good on any device, use a responsive design that automatically adjusts based on the size of the screen it’s being viewed on. 

Additionally, use visuals such as videos or infographics that can easily be consumed by those using a smartphone or tablet.  

Step 3: Utilize Automation & Personalization Tools

Automation and personalization tools are essential when optimizing your B2B marketing funnel for mobile users. These technologies allow you to create tailored experiences based on user data collected through analytics and customer feedback. 

For example, you can use automation tools such as email automation software to send personalized emails with relevant offers and promotions based on user behavior and preferences. This ensures that customers receive content that resonates with them which increases engagement rates and conversions in the long run. 

How To Use A/B Testing To Improve Your B2B Marketing Funnel

A/B testing is the process of splitting a single population into two distinct groups and then testing a variation in one group against another. It’s an invaluable tool for B2B marketing that helps you optimize your funnel and maximize conversions. 

With A/B testing, you can compare different versions of your pages to understand what works best for your customers and what doesn’t. Let’s take a look at how it works. 

How Does A/B Testing Work? 

A/B testing typically begins with the formulation of a hypothesis. This is when you decide which elements of the page you want to test, such as the headline or call-to-action button color. Then, you split your audience into two distinct groups and deploy different versions of the page to each group. 

Once the testing period ends, you analyze which version performed better in order to gain valuable insights about customer behavior. 

A/B testing allows marketers to make data-driven decisions that lead to greater ROI and improved customer experiences. You can conduct tests on any part of your funnel, from website pages and emails all the way down through landing pages and thank-you pages. 

This will give you a better understanding of what appeals to customers so that you can create more effective campaigns going forward.      

Why Use A/B Testing?                   

A/B testing gives businesses valuable insight into their customers’ preferences and behaviors so they can improve their marketing efforts accordingly. By running tests frequently, businesses can quickly identify what works well for their unique audience, and what doesn’t, so they can optimize their funnel accordingly and ensure conversions are maximized over time. 

Additionally, A/B testing allows businesses to experiment with different elements without having to worry about risking their entire budget on one campaign or strategy. 

How To Use Retargeting To Bring Customers Back To Your B2B Marketing Funnel

Retargeting is an effective tool for helping businesses refocus their efforts on potential customers who have already interacted with their content. 

It helps businesses to fill the top of their funnel by targeting users who have already expressed interest in a product or service, and it also serves as a powerful reminder for those customers who may have forgotten about the business altogether.

Retargeting Defined 

Retargeting is a digital marketing strategy that uses display ads to target people who have previously visited a website, interacted with an app, or clicked on an advertisement. 

The idea behind retargeting is that because these individuals are already familiar with your brand, they will be more likely to purchase your products or services than someone who hasn’t been exposed to your brand at all. 

This makes retargeting an incredibly powerful tool for B2B marketers looking to increase sales and revenue. 

Measuring Success 

When you are using retargeting, it’s important to measure the success of your campaigns in order to ensure that you are reaching the right audience and getting the most out of your advertising budget. 

A few metrics that you should keep track of when measuring your retargeting campaigns include click-through rate (CTR), cost per lead (CPL), cost per acquisition (CPA), and conversion rate (CR). 

By tracking these metrics over time, you can get a better understanding of what works and what doesn’t when it comes to retargeting. 

Optimizing Your Ads 

The key to successful retargeting is making sure that you are optimizing your ads for maximum efficiency. This means focusing on creating ads that are relevant and engaging while also testing different ad types and placements in order to find out which ones perform best for your business. 

Additionally, make sure that you are using data-driven insights such as A/B testing in order to make informed decisions about which strategies are working best for you. 

How To Use Email Marketing To Move Customers Through Your B2B Marketing Funnel

Email is one of the most effective tools when it comes to driving customers through your marketing funnel. Whether you’re a small business or an enterprise-level company, email should be part of your B2B digital marketing strategy. 

Here’s why and how you can use email to move customers through your funnel. 

Why Email? 

Email continues to be one of the most cost-effective ways to reach potential customers, with studies showing that for every $1 spent on email marketing, businesses can expect a return of $44. 

It’s also an effective way to nurture leads, with 77% of B2B companies reporting that their lead nurturing efforts “most definitely” or “somewhat definitely” result in increased sales opportunities. 

Finally, email campaigns are measurable, it’s easy for marketers to track the performance of their emails and optimize them based on results. 

Lead Nurturing 

Email is an ideal tool for lead nurturing, the process of developing relationships with buyers at every stage in the buyer’s journey and throughout their customer lifecycle. 

By leveraging automated emails triggered by user behavior, such as downloading content or visiting specific pages on your website, you can create more personalized experiences for each customer and increase engagement with them over time. 

Additionally, lead scoring can help you identify which leads are most likely to convert into paying customers so that you can focus your time and resources on those higher value prospects. 

Retention Strategies 

Once a customer has become a paying customer, it’s important that you continue engaging them in order to keep them loyal and increase the lifetime value (LTV) of each customer. 

Email is an excellent tool for retention strategies; it allows you to send targeted messages based on user behavior (for example, sending out special offers when a user hasn’t made a purchase in a while) and helps create stronger relationships with customers by offering timely advice and updates about new products or services they may find helpful or interesting. 

You can also use email campaigns such as surveys or feedback forms as well as loyalty programs or referral programs to reward existing customers who provide positive word-of-mouth publicity about your brand.  

How To Use Referral Marketing To Drive New Leads To Your B2B Marketing Funnel

For businesses who are looking to increase their presence in the B2B market, referral marketing is an effective strategy that can help generate leads and drive new customers to your marketing funnel. 

With a well-crafted, thoughtful referral program, you can take advantage of word-of-mouth marketing and leverage existing relationships with customers to drive referrals. 

Let’s look at how referral marketing works and how you can use it effectively for your business. 

What is Referral Marketing? 

Referral marketing is a form of word-of-mouth advertising that encourages customers to refer friends or family members to your company or product. By building relationships with current customers and offering incentives, you can encourage them to share positive experiences about your services or products with their network.  

Why Use Referral Marketing? 

Referral marketing has several benefits for companies looking to increase their visibility in the B2B market. For one thing, it’s cost-effective; it costs considerably less than traditional forms of advertising such as print ads or television commercials. 

Furthermore, referral programs have been found to be extremely effective when it comes to generating leads; In fact, recent studies have shown that customers acquired through referrals are four times more likely to convert into paying customers than those acquired through other methods such as email campaigns or search engine optimization (SEO). 

Additionally, when used correctly, referral programs can help build customer loyalty and establish trust between the company and its customers.  

How To Create An Effective Referral Program? 

Creating an effective referral program requires careful planning and attention to detail. First off, decide on what type of incentive you will offer for successful referrals, discounts on future purchases, gift cards, etc. 

You should also make sure that the program is easy for both existing customers and new ones; provide clear instructions on how the program works so that everyone knows what they need to do in order to participate in it. 

Finally, track the progress of your campaign using analytics tools like Google Analytics so that you know which strategies are working best for your business, and which need improvement or replacement.                               


By following the steps laid out in this article, you will be well on your way to understanding how the B2B marketing funnel works and how you can use it to convert more leads into customers. Remember to focus on lead nurturing, mobile optimization, A/B testing, retargeting, email marketing, referral marketing, and paid advertising while you’re working on building and optimizing your own B2B marketing funnel.





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Wasim Jabbar

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