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The B2B Sales Funnel

Funnelfly helps move customers through the B2B sales funnel with email messaging and automation tools.

The Sales Funnel Has Changed

In today’s volatile market, predicting the buyer’s journey has become more difficult. However, by using a strategy that nurtures more leads, you can increase your chances of success. The B2B sales funnel is key to this approach. 

Rather than thinking of the sales process as linear, consider it more like a maze with multiple entrances and exits. Let’s take a closer look at how it works.

Open laptop with graphs on the screen.

Follow these 5 tips to modernize your funnel and create a better buyer experience.

Focus on what works

When you’re revamping your strategy, you may be tempted to start from scratch. But you don’t need to change your whole process just for the sake of modernizing your funnel. Keep any strategies or channels that are working well for your brand right now. You’ll have a harder time creating a successful funnel from scratch. Go ahead and adjust your strategy, but think twice before ending initiatives that are bringing in business.

Understand the omnichannel experience

People have been talking about omnichannel for years as if it’s a pipe dream. But omnichannel is a reality, especially with modern funnel marketing. Omnichannel means customers are connecting with your brand on multiple channels at different times. The goal is to give leads a consistent, quality, personalized experience no matter where they find you. It’s hard to do omnichannel strategically without funnels. Omnichannel isn’t about being on every channel possible; it’s about choosing your channels strategically to get the most ROI. Conduct a survey to see what channels your customers use. Let the data inform your decisions. Don’t assume anything about your audience without the data; they’ll always surprise you. Choose your customers’ top 3-5 platforms and focus your energy there. Follow best practices for those platforms to tailor your brand’s message while acquiring new leads. Remember, let your omnichannel efforts work together instead of separately. Your Yelp, Instagram, website, and more need to play off of each other for a cohesive experience.

Be flexible

The traditional linear sales funnel is no longer effective in today’s market. Customers take a more winding journey, bouncing from awareness to consideration and back again. While every customer’s journey is different, there are still some common pathways that can be identified. Knowing these pathways can help you optimize your resources for better ROI.

Some customers may connect with you on social media, then subscribe to your email list, and finally attend a webinar. Others may reverse this order, or take a completely different path altogether. Identifying which customer touchpoints eventually lead to conversion can help you prioritize your resources more effectively.

Loyalty above all

Traditional funnels put a lot of focus on new customer acquisition. New customers are important, but loyal customers are the best way to grow your business. In fact, repeat customers spend 300% more and they’re 13% easier to persuade than new customers. Loyal customers also can become advocates for your brand. They’ll market for you, featuring your brand across social media and review sites. Emphasize customer loyalty in your funnel strategy. Embrace remarketing through email, PPC, and loyalty programs to keep customers coming back for more.

Automate

There’s nothing like a funnel to help you understand your customer’s journey. By mapping out all of the potential pathways leads can take to become customers, you can use automation to make that journey smoother and more predictable. With so many touchpoints between brands and customers, it’s vital to have a tool like Funnelfly to help manage and streamline that process.

The bottom line

Funnel marketing has changed, and B2B sales funnels must adapt accordingly. Keep up with the times by using a holistic approach that focuses on your customer. Give your funnels a facelift for the digital age to keep up with the evolving needs of your customers.