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 funnel and the steps to follow to optimize it. Better yet, we will offer you a marketing automation solution that is most likely the most appropriate for your business.

What is a marketing conversion funnel?

The marketing conversion funnel or conversion funnel is a set of devices intended to monitor the progress of a sale . It is used to assist the prospect in his journey and then convert him into a customer .

The principle is, firstly, to gain the trust of your prospects , and subsequently, 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 hold their attention by offering them attractive, stimulating content that meets their needs. When your prospects are ready to buy, all you have to do is get them to take action .

The benefit of having an optimized marketing funnel 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 nourish your prospects, using lead nourishing techniques . Additionally, understanding your prospects' behaviors, what motivates them, and their path to sales will help you make the right decisions . Thanks to an effective marketing funnel, you will be able to deliver information adapted to each stage of the decision-maker's purchasing journey.

In short, an optimized sales funnel can make the difference between low profitability and remarkable profits. 

What are the steps of the funnel method in BtoB?

At this point, you are probably wondering what are the steps of the funnel method? And how exactly does a sales funnel work?  

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 stage, your target does not yet have a clear idea of ​​your product. He is probably looking for one solution among others that he believes will meet his needs. The prospect at the top of the marketing funnel can then spend time before deciding on the solution that best suits them.

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, add value to your content. Propose 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 building and optimizing a conversion funnel was complicated, time-consuming and expensive . Today, you are fortunate to have a wide range of marketing automation tool choices on the market to do this. But you still need 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 funnel appropriate to your business. Both practical and effective , this marketing automation solution allows your marketers to nurture your prospects throughout their journey through the sales funnel. From targeting to remarketing, the platform provides you with all the necessary features to successfully carry out your B2B marketing campaign.

Naturally, you can personalize your messages (email or LinkedIn). You can also measure the impact of your marketing strategy using AB Testing or KPIs. The icing on the cake is that you will have an integrated PRM tool available. This will make it easier for you to adjust your marketing approach based on the behavior of your leads. Ultimately, your salespeople will only receive qualified leads that are mature and ready to be converted into customers.