The B2B Marketing Funnel

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The B2B marketing funnel is a term that refers to the steps taken by B2B marketers in order to convert prospects into B2B customers. A B2B marketer’s job is not over once they have converted a prospect, but rather there are many more steps involved in keeping them happy and coming back for more business. In this blog post, we will talk about each step of the B2B marketing funnel and examples you can use! 

The Steps of the Marketing Funnel:

  • Awareness: This is when your customer first discovers who you are.
  • Consideration: They are learning about you and deciding whether or not they want to work with your company.
  • Acquisition: They have decided that you meet their business and will be making a purchase from you soon! 
  • Service: Your customer’s experience with you while you are fulfilling their request. 
  • Loyalty: This is when your client becomes loyal to working only with your business for all of their future business


This is when your customers first discover who you are. You should assume at this stage that your customer has no idea who you are. Your business may not even be on their radar yet. At this stage, the B2B marketing funnel is all about getting your business into a customer’s thoughts – showing them that you are there and ready to help solve their problems.

Types of Awareness Tactics

In your B2B marketing funnel, you may want to consider these types of tactics for raising awareness to your customers. 

PPC Advertising: PPC ads are a great way to get customers to click on your business. 

Paid Social Media: Paid social media is another fantastic advertising platform for raising awareness and increasing traffic to your site! These platforms include Facebook, LinkedIn, Twitter and more.

Content Marketing: Content marketing will drive visitors back to your website, where they can learn more about business. 

Social Media Marketing: Social media is a great way to get your business in front of customers without spending too much money! These platforms include Facebook, LinkedIn, Twitter and more.

Media Relations: Media relations can be a business in itself, but they are also an effective way to get your business name out there when done correctly.

Events/Webinars: Events and webinars are a business to both raise awareness about your business, but also get in front of customers who may be interested in working with you.

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This is when customers are learning about you and deciding whether or not they will be working with your company. During this business, it’s important to show customers why they should consider doing business with you over the competition! There may even be some business where customers go back-and-forth between you and your business competitors before deciding.

Types of Consideration Tactics 

Paid Social Media Ads: Paid social media ads are an effective way to get customers attention when they’re looking for customers in their industry! These platforms include Facebook, LinkedIn, Twitter and more.

Display Advertising: Display advertising can be an effective business to show customers your products and services.

Industry-Related Searches: Running PPC ads that are industry specific can be a business, as it will likely reach customers who are actively searching for the service or product you provide!

Content Marketing: Content marketing is vital in order to customers why they should consider doing business with you over the competition.

Remarketing: Use remarketing business to show ads on Facebook and other business platforms.


This is when customers have decided that you meet their business and will be making a purchase from your business soon! Once customers are considering working with your business, it’s important to show them that they can make business with your bussiness easily. This business is also an opportune time to collect sensitive information, like emails and phone numbers!

Types of Acquisition Tactics 

Credit Card Processing: customers are able to business with your business in a secure environment.

Proposal Submission: customers can business with business or proposals.

Email Sign-Ups: customers can sign up for your business emails and stay in the loop on future events, promotions and more! This is a great way to build trust between you and customers as well.


Loyalty is the last step in the B2B marketing funnel. This business is when customers have purchased from you, and are deciding whether or not they want to purchase from you again in the future. You can continue to build trust with your customers by offering great customer service at this business!

Types of Loyalty Tactics 

Customer Surveys: Ask customers for feedback on business from them! customers can provide insight about their business experience and ways that your business can improve.

Referral: When customers recommend your business to others, you know they must have had a great bidding experience with you! This is an excellent way for them to show other potential customers why they should business with you.

Upsells/Cross-Sells: customers may be interested in purchasing more than what was bidden or originally requested, so it’s important to offer them options! Upselling can increase your revenue and is an excellent way customers loyalty.

Email Collection/Marketing: Email marketing is one business that can be an effective business at converting customers into clients! 

Lead Nurturing Programs: Lead nurturing programs are another great way to grow relationships with customers.


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