You're a marketer on a mission, fueled by the burning desire to create a lead generation funnel that nurtures buying intent and transforms it into opportunities.
Your challenge? To adopt the classic funnel to the company's reality and set up goals and conversion rates from step to step that you want to follow as KPIs.
We’ve put together the ultimate guide to help you achieve just that. You’ll learn how to build and optimize B2B lead generation funnels from TOFU to BOFU.
Let’s begin.
Right off the bat, you’ll probably mention long sales cycles, which is correct. But there are more distinctions between B2B and B2C funnels.
To sum up, a B2B funnel focuses on building long-lasting relationships with multiple decision-makers through highly customized marketing campaigns. On the other hand, a B2C funnel is more straightforward, aiming to capture individual consumers’ attention and drive immediate purchases.
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Numbers show the conversion rate for a TOFU metric like “lead to closed-won” is only 0.02%. In contrast, the lead generation conversion rates for later stages stand at an impressi
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Now, let’s delve into the intricacies of creating a B2B funnel, step by step. Now, let’s delve into the intricacies of creating a B2B funnel, step by step. Now, let’s delve into the intricacies of creating a B2B funnel, step by step. Numbers show the conversion rate for a TOFU metric like “lead to closed-won” is only 0.02%. In contrast, the lead generation conversion rates for later stages stand at an impressi
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In the following sections, you’ll explore the 3 primary stages of a B2B lead generation funnel — TOFU, MOFU, and BOFU. In the end, you’ll know tactics to employ to create awareness, drive B2B opportunities, and nurture leads.
Your first stage of the B2B lead funnel is TOFU. It’s all about creating awareness and getting the attention of potential leads. This means your goal is to drive organic/paid traffic and foster your brand recognition.
Numbers show the conversion rate for a TOFU metric like “lead to closed-won” is only 0.02%. In contrast, the lead generation conversion rates for later stages stand at an impressive 37% in the B2B context.
So, let’s learn step-by-step how to build the TOFU stage to create awareness and make people want to know more about your products/services.
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We’ll start from the basics because if a marketer neglects them, all further marketing efforts will flop.
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Your challenges |
Our solutions |
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Extended sales cycles |
On average, it takes 62 personalized touchpoints to engage each lead and keep their interest before they are ready to buy. We help qualified leads progress quickly through the sales pipeline using a consistent method that incorporates the best-performing channels. When appointment setting is stuck due to lengthy cycles, we also focus on broadening the target market and expanding outreach to other verticals and regions. Related case study: Industrial bulk packaging company |
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Traditional lead gen channels (referrals, conferences) fail to meet the quota |
Rather than using channels that underperform in manufacturing, we optimize traditional strategies to enhance their effectiveness, creating a robust blend of digital channels tailored to your specific market. For example, we implemented a targeted event campaign to engage decision-makers through their preferred channels before a conference, resulting in 135 in-person meetings over 7 months. Related case study: Medical technology company |
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Complex decision-making process that involves multiple stakeholders |
We employ a strategy that targets stakeholders based on revenue potential. Our team analyzes a wide range of titles and tests various approaches to craft a tailored value proposition for each stakeholder. Related case study: Hyper-niche pump manufacturing company |
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Generic messages with oversimplified technical nuances |
Our team excels at diving into the technical details when necessary. We conduct thorough product research and employ an account-based approach, tailoring our messaging based on each prospect's role, tech expertise, and ultimate needs. Related case study: Thermal management solutions company |
Get the ultimate insights on the B2B trends and hands-on tips from sales professionals.
