How to optimize a marketing conversion funnel in BtoB?

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, at first, to gain the confidence of your prospects , and subsequently, to arouse their interest towards your offers, to ultimately encourage them to buy . Upstream, you can attract your prospects by focusing on content marketing , social media emailing campaign . You can then hold their attention by offering them attractive, stimulating content that meets their needs. When your prospects are ready to buy, you just have to bring them to 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 .

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 the performance of a 67% marketingb2b conversion funnel" HBR link
• McKinsey (2023) : "The automation of lead nurturing processes generates 50% of more qualified leads" McKinsey link

Recognized experts

• Jill Rowley (Specialist in Growth Marketing): "The marketing based transforms the efficiency of a Marketingb 2B conversion funnel" Linkedin profile
• Mark Roberge (former CRO HubSpot): "The qualification of leads must be the central element of your funnel" article medium
• Trish Bertuzzi (The Bridge Group): "Funnel optimization begins with a deep understanding of the personas "

Direct testimonies

1. Pierre D., CMO at Scaleup Tech : "By reorganizing our funnel of marketing conversion around marketing account, we increased our 40% sales in 6 months" Post LinkedIn
2. Sophie M., SaaS marketing manager : "The implementation of chatbots qualifying our leads has reduced our acquisition costs by 35%" video testimony
3. Thomas L., founder of ETI Industrie : "Algorithmic scoring allowed us to prioritize 3x better our prospects" blog article
4. Amélie T., Commercial Director : "Our new funnel of marketing conversion integrating interactive webinars has boosted our conversion rate of 25%" Case Study
5. David R., CEO Startup : "Analysis of friction points in our funnel of marketing conversion made us gain 20% of qualified prospects" interview Podcast

User experiences

1. Tech Startup : "The addition of an interactive quiz in the middle of a funnel of marketing conversion increased our 55% MQL leads" Trustpilot
2. Software publisher : "Our new customer route segmented by business size reduced our 40% CAC" G2 Crowd
3. Consulting company : "Personalized sequential email has improved our opening rate of 70%" Case Study
4. Industrial manufacturer : "The integration of explanatory videos has reduced our 30 -day sales cycle" Industry article
5. Cloud solution : "Our automated lead nurturing program generated € 1.2 million in additional turnover" annual report

Stories and anecdotes on the funnel of marketing conversion

1. How Dopbox has 3x conversions by simplifying his fun in registration Read the study
2. The segmentation error which cost 500K € to a SCULE-UP forbes
3. The chatbot that saved the funnel from a technological SME testimony
4. The forgotten video that boosted conversions of 25% when it was reintegrated by video box
5. The A/B test which revolutionized the customer journey of a SaaS publisher Read the analysis

B2B marketing conversion funnel segmentation

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.