How to use funnel reports to increase conversions
Learn where users are exiting your conversion funnel and hone in on data to fix a leaky funnel.
Navigating the world of B2B sales is a multifaceted challenge. Success depends not only on acquiring new clients, but also on strategically guiding them through the stages of the sales funnel, even post-sale.
Just as customer retention rate and gross sales are pivotal metrics, understanding the nuances of B2B sales funnel dynamics is crucial for hitting big revenue goals, too.
In this guide, we’ll explore everything there is to know about the B2B sales funnel. From its definition and stages, to the necessary steps you can take to implement a working sales funnel, you’ll learn how to use sales funnels to find and retain your perfect customers.
A B2B sales funnel is a systematic process guiding potential clients through several stages, from awareness to conversion.
For B2B businesses, sales funnels are essential as they provide structure, enhance lead nurturing, and increase a company’s efficiency at converting prospects into clients. The funnel aligns marketing and sales efforts, ensuring there’s an organization-wide, focused approach to turning leads into loyal customers.
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Pretty much all B2B sales funnels include these six stages. Each of them is vital for moving prospects swiftly through a deal cycle.
Understanding these stages will help you optimize your B2B sales strategy and increase conversions in your pipelines:
The awareness stage marks the initiation of the B2B sales funnel. In this stage, potential customers are looking for a way to solve a problem. In this stage, they become aware of your brand, products, and services.
This stage focuses on creating a strong first impression and sparking interest in your offerings. It corresponds to the top of the traditional funnel, and it's where prospects enter and start their journey.
The interest stage of the sales funnel is where your target audience, having become aware of your brand, delves deeper. They explore your products or services with increased attention.
This stage aims to captivate their interest further and position your offerings as viable solutions to their needs. It aligns with the middle of the funnel, where prospects show increased interest and engagement.
The next phase is pivotal in the B2B sales cycle. In the consideration stage, prospective buyers are intrigued by your offerings — and actively comparing your offerings to alternatives.
This stage correlates with the middle of the traditional funnel. It’s a critical moment where your brand must showcase its unique value to stand out from the competition and sway decision-making in your favor.
At the intent stage, we notice a significant shift. Potential customers express a clear intention to make a purchase.
In this phase of the sales cycle, your sales team should provide targeted information, personalize interactions, and address these lower-funnel prospects’ specific queries. By doing so, you can solidify your position as a trusted partner and their preferred choice.
This stage corresponds to the bottom of the traditional funnel, where prospects move closer to making a decision.
In the evaluation stage of the sales funnel, qualified leads thoroughly assess your offerings. They compare your products or services against competitors, analyzing features, benefits, and prices.
This stage aligns with the bottom of the funnel. It’s critical, as it directly influences a lead's decision-making process and determines whether they move towards a purchase.
In the purchase stage, the decision to buy has been made. A prospective buyer completes the buying process, sealing the deal.
This phase of the sales cycle involves finalizing contracts, making payments, and often transitioning this new customer over to your customer success team. The focus shifts to providing excellent post-purchase support and solidifying the client relationship for future collaborations.
So that’s the B2B sales funnel in its most basic form, but not all funnels are created equal…
In this section, we’ll dig into the most important strategies for optimizing your specific B2B sales funnel.
From fostering communication to enhancing team collaboration, these key steps ensure a cohesive and effective approach throughout every stage of the sales process. Explore the following tactics to elevate your B2B sales workflow and cultivate lasting customer relationships.
Understanding your target audience is always a good place to start. Clearly define the characteristics, behaviors, and needs of your ideal customers. This ensures tailored marketing and sales efforts, enhancing the effectiveness of your B2B sales funnel.
Carefully map out a common customer journey from awareness to purchase. Recognize touchpoints, pain points, and decision-making factors. Align your sales funnel stages with your customers’ preferred buying process for a seamless, user-friendly experience.
Tailor your content to match the individual needs of each stage. To successfully structure your B2B sales funnel, you need to identify your available sales channels.
For example, use social media posts at the top, email marketing campaigns in the middle, and direct sales at the bottom of the marketing funnel. Craft content specific to each stage to ensure you effectively engage all of your prospects, no matter where they are in their buying journey.
Implement tools and strategies to simplify communication between your sales team and potential clients.
From automated follow-up emails to responsive customer support, ensure prospects have only easy interactions with your brand to enhance their overall buying experience. This builds trust and guides prospects smoothly through the sales funnel.
Promote a consistent approach by aligning your marketing and sales teams. Encourage shared goals, open communication, and mutual understanding of customer needs.
If you’re in marketing or enablement, provide your frontline sales teammates with support via targeted content, effective training, and valuable customer insights. This enhances their ability to convert leads across the funnel stages.
Effective collaboration between marketing and sales teams is easier to talk about than it is to achieve, but it’s worth its weight in gold because everyone — prospects, sellers, marketers, and leaders — all win when it happens.
Establish continuous engagement with your audience by automating your processes where possible.
Stay informed about customer preferences, challenges, and feedback. Implement automated communication strategies, such as personalized emails, regular follow-ups, and targeted messages.
Regular communication doesn't simply strengthen your connection with existing customers; it should be used to build trust with prospects too, making sure your brand stays in the forefront of their minds during their entire B2B sales journey.
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The B2B sales funnel is essential because it aligns marketing and sales efforts. It also provides a structured selling framework, enhances lead nurturing, and increases how efficiently people can turn leads into loyal customers.
While both B2B marketing and sales funnels aim to convert leads into customers, they serve different purposes.
The marketing funnel focuses on generating awareness and interest, often involving activities like content marketing and lead generation.
In comparison, the sales funnel comes into play after the marketing efforts. It concentrates on converting leads into actual customers through personalized interactions and negotiations.
The B2B sales funnel and sales pipeline are related concepts but serve different purposes.
The sales funnel outlines the stages a prospect goes through before making a purchase. It focuses on the buyer’s journey.
Meanwhile, the sales pipeline is a visual representation of your process. It includes all deals and prospects at various stages of their journey. The sales pipeline provides an overview of ongoing and potential purchases, while the sales funnel is more focused on the typical customer’s progression.
B2C (Business-to-Consumer) and B2B (Business-to-Business) sales funnels differ in their target audiences and complexity. They also aim to achieve different types of sales.
B2C sales funnels typically involve shorter decision-making processes with a larger customer base.
In contrast, B2B sales funnels cater to businesses, often requiring longer cycles, personalized interactions, and multiple stakeholders. These funnels are generally more intricate, involving strategic relationship building and customized solutions.
Automation empowers sales teams to do things like simplify communication, schedule follow-ups without the hassle, and ensure consistent engagement across an entire book of business.
Plus, automating tasks helps businesses stay updated about customer preferences, challenges, and feedback throughout the sales journey.
Streak offers a reliable CRM tool designed to simplify sales tracking and enhance the overall B2B sales process. It offers built-in integrations, automation features, and a user-friendly interface. Try Streak for free and see how it can elevate your sales tracking experience. The sign-up process takes only 30 seconds.
Track leads through the B2B sales funnel with pipelines in Gmail. Try it free for 14 days.