Do you have a site that represents interesting sales potential, but you don't yet know exactly how to optimize it? Know that you are still part of the vast majority of BtoB businesses. Eh yes ! According to Econsultancy , only 22% of companies in the sector said they were satisfied with their marketing conversion funnel.
In any case, don't worry! After reading this article, you will know how to create your marketing conversion tunnel and the steps to follow it. Better still, we will offer you marketing automation solution which is most likely the most suitable for your business.
What is a marketing conversion funnel?
The funnel of marketing conversion or conversion funnel is a set of devices intended to monitor the progression of a sale . It is used to assist the prospect in his career and then convert it to a customer .
The principle is, firstly, to gain the trust of your prospects , and then, to arouse their interest in your offers, to ultimately encourage them to buy . Upstream, you can attract your prospects by focusing on content marketing , social media email campaign . You can then retain their attention by offering them attractive, stimulating content that corresponds to their needs. When your prospects are ready to buy, you then just have to get them to take action .
The interest in having a funnel of marketing conversion optimized in BtoB
Inbound marketing plays a major role in BtoB. To generate more leads, you need to put in place a good strategy to attract them to you. This is why your marketing conversion funnel absolutely must be optimized , especially since purchasing decisions take longer than in BtoC.
You must therefore regularly feed your prospects, using lead nutriting techniques . In addition, understanding the behaviors of your prospects, the reasons that motivate them and their journey towards sale will help you make the right decisions . Thanks to an effective marketing conversion funnel, you will be able to deliver adapted information to each stage of the decision -maker's purchasing journey.
In short, an optimized sale funnel
What are the stages of the funnel marketing conversion method to BtoB?
At this point, you are surely wondering what are the steps in the funnel marketing conversion method? And how exactly is an funnel for sale?
First of all, note that the design of your marketing conversion funnel model depends on your activity and the sector in which you are positioned.
If you are in BtoB, remember that your targets do not generally purchase a service online like in BtoC. As a result, the sales funnel will essentially serve to nurture your prospects throughout their path to sales. The goal is therefore to qualify them and warm them up as much as possible .
The marketing conversion funnel in BtoB mainly includes 3 levels: upper, intermediate and lower . These levels correspond in particular to the prospect's level of education regarding your brand and the proximity of their purchase.
The Upper Funnel (Top of the Funnel or “Upper Funnel”)
At this point, your target does not yet have a clear idea of your product. He is probably looking for one solution among others , whom he considers that he can meet his needs. The prospect who is at the top of the funnel of marketing conversion can then devote time before deciding on the solution that best suits him.
The Middle Funnel
When they reach this level, your targets have already made a selection of the brands that interest them the most. They have surely signed up for email marketing campaigns to receive information about their products. These prospects have clear expectations and will exclude brands that they believe cannot provide them with good value and quality .
The lower funnel “Lower Funnel”)
At this level, your prospects have already chosen you among their favorite brands. They start collecting reviews and information from your customers . Specifically, they want to know what they will get when they buy from you. You need to apply remarketing strategies and optimize for long-tail keywords to stay top of mind.
SEE ALSO: AIDA model: how to use it in digital marketing?
How to improve your sales funnel?
To improve your conversion funnel (marketing conversion funnel), bring added value to your content. Offer irresistible offers to capture your prospects (ebook, white paper, training, report, audit, etc.).
On each of your landing pages, calls to action (text, image, button, etc.) must be clearly visible and provide a concrete solution to your readers .
The design of your site matters a lot in optimizing your conversions. Everything is important: location, copywriting , etc. You can use AB testing to evaluate which version converts the most.
What marketing automation tools to create a conversion funnel?
There was a time when to build and optimize a funnel of marketing conversion was complicated, time -consuming and expensive . Today, you are fortunate to have a wide range of choice of Marketing Automation on the market to do this. But you still have to select the solution that best suits your business .
Magileads is undoubtedly the BtoB prospecting tool par excellence. The first French SaaS platform for customer acquisition and loyalty allows you to design the sales tunnel appropriate to your business. Both practical and efficient Marketing Automation solution allows your marketers to feed your prospects throughout their career in the sales funnel. From targeting to remarketing, the platform provides you with all the necessary features to carry out your B2B marketing campaign
Naturally, you can customize your messages (email or LinkedIn). You can also measure the impact of your marketing strategy by means of AB testing or KPI. The icing on the cake, you will have a PRM integrated tool available. It will thus be easier for you to adjust your marketing approach according to the behavior of your leads. In terms of, your salespeople will only receive qualified prospects , maturing and ready to be converted to customers.
How to optimize a marketing conversion funnel in BtoB?
Expert references and credible studies
Studies and data on the funnel of marketing conversion
- Gartner (2023) : “B2B companies with optimized customer journeys see their conversion rates increase by 30% on average” Gartner link
- Harvard Business Review (2024) : “Marketing-sales alignment boosts B2B marketing conversion funnel performance by 67%” HBR link
- McKinsey (2023) : “Automating lead nurturing processes generates 50% more qualified leads” McKinsey link
Recognized experts
- Jill Rowley (Growth Marketing Specialist): “Account-based marketing transforms the effectiveness of a B2B marketing conversion funnel” LinkedIn Profile
- Mark Roberge (former HubSpot CRO): “Lead qualification should be the core element of your funnel” Medium Article
- Trish Bertuzzi (The Bridge Group): “Funnel optimization starts with a deep understanding of personas” Official website
Direct testimonies
- Pierre D., CMO at ScaleUp Tech : “By reorganizing our marketing conversion funnel around account-based marketing, we increased our sales by 40% in 6 months” LinkedIn post
- Sophie M., SaaS Marketing Manager : “Implementing chatbots to qualify our leads has reduced our acquisition costs by 35%” Video testimonial
- Thomas L., Founder of ETI Industrie : “Algorithmic scoring has allowed us to prioritize our prospects 3x better” Blog article
- Amélie T., Sales Director : “Our new marketing conversion funnel incorporating interactive webinars has boosted our conversion rate by 25%” Case Study
- David R., CEO of Startup : “Analyzing the friction points in our marketing conversion funnel helped us gain 20% of qualified leads” Podcast interview
User experiences
- Tech Startup : “Adding an interactive quiz mid-funnel increased our MQL leads by 55%” Trustpilot
- Software Publisher : “Our new customer journey segmented by company size has reduced our CAC by 40%” G2 Crowd
- Consulting Firm : “Personalized Sequential Email Improved Our Open Rate by 70%” Case Study
- Industrial Manufacturer : “Integrating explainer videos reduced our sales cycle by 30 days” Industry Article
- Cloud Solution : “Our automated lead nurturing program generated €1.2 million in additional revenue” Annual Report
Stories and anecdotes on the funnel of marketing conversion
- How Dopbox has 3x conversions by simplifying his fun in registration Read the study
- The segmentation error which cost 500K € to a SCULE-UP forbes
- The chatbot that saved the funnel from a technological SME testimony
- The forgotten video that boosted conversions of 25% when it was reintegrated by video box
- The A/B test which revolutionized the customer journey of a SaaS publisher Read the analysis
B2B marketing conversion funnel segmentation
| Segmentation type | Application | Recommended tools |
|---|---|---|
| By industry | Messages adapted to sectoral challenges | HubSpot, Salesforce |
| Behavioral | Targeting based on interactions | Hotjar, Google Analytics |
| VSE/SME/ETI | Differentiated course by business size | LinkedIn Sales Navigator |
| Purchase cycle | Content adapted to each step | Marketo, pardot |
| Technical | Approach according to the tools used | Clearbit, zoominfo |
Recommended diagram :
[Leads capture] → [personalized nurturing] → [qualification] → [demonstration] → [fence]
Questions/answers on the funnel of marketing conversion
1. What is the first point to optimize in a B2B funnel?
The initial qualification of leads. 68% of companies waste time on poorly qualified leads (Source: Sales Benchmark Index).
2. How to reduce leaks in your funnel?
By identifying the abandonment points via tools like hotjar and testing variants (A/B testing).
3. Should we favor automation or relational?
Both: automate repetitive tasks (45% of the process) and humanize key moments (source: Harvard Business Review).
4. What kpi to follow in priority?
The conversion rate between each stage of the funnel, more revealing than the raw volume of leads.
5. How to adapt his funnel of marketing conversion to large accounts?
By lengthening the Nurturing cycle (6-12 months) and by multiplying the contact points (case studies, customer references).
6. What role for content marketing?
Crucial: 75% of B2B buyers consume 3+ content before hiring a seller (Demandgen Report).
7. How to manage the scraps?
By recycling them via remarketing campaigns (30% of cold leads become qualified in 6-12 months).
8. What place for social networks?
Key for the Funnel Marketing Conversion Top phase: 54% of B2B Researchers start on Linkedin (Linkedin Marketing Solutions).
9. How to measure real efficiency?
By following the CAC (Customer Acquisition Cost) and the LTV (Value for the Life of the Customer), the only real business indicators.
10. Should we outsource optimization?
Only for sharp skills (CRO), if not better to internalize customer knowledge.
