How does the B2B demand generation funnel fit into a traditional marketing funnel?

The traditional marketing funnel visualizes the journey of a customer from complete unawareness to purchase. It’s like a wide cone at the top, representing a large pool of potential customers, and narrows down as they become more qualified leads.

The B2B demand generation funnel operates within this larger framework, but with a key shift in focus. Instead of aggressively pushing leads down the funnel towards a sale, B2B demand generation concentrates on building awareness and nurturing interest at the top.

Imagine the B2B funnel sitting inside the traditional marketing funnel. It widens the awareness stage by providing valuable content and resources that educate potential customers about their challenges and how your product or service can address them. This builds trust and positions you as a thought leader in your industry.

As prospects in the B2B funnel engage with your content and show signs of interest, they naturally progress down the traditional marketing funnel. They’re now considered qualified leads, ready for more targeted nurturing and sales outreach.

By educating and nurturing leads at the top of the funnel, B2B demand generation ensures higher quality leads reach the sales team. These leads are more informed about your offering and have a greater sense of urgency to buy, resulting in a smoother sales process and higher conversion rates.