The Ultimate Guide to B2B Marketing Funnels

Are you still struggling with getting your marketing to work for you? Do you know the basics but struggle to get it off the ground? This article will cover what a marketing funnel is and how it differs from a sales funnel. We’ll also go into depth on the different elements of a marketing funnel so you can understand how they fit together and work.

What is a Marketing Funnel?

A marketing funnel is a series of steps your audience goes through to become customers. You direct people through a specific process, much like a sales funnel. The difference here is that marketing funnels aim to get people to know, like, and trust you before buying from you.

There are a few different types of marketing funnels:

  • Attraction funnels: Attraction funnels are the most basic type of marketing funnel. They’re designed to attract new visitors to your website or landing page. In an attraction funnel, your goal is to get as many people as possible to visit your website or landing page so that you can convert them into leads.
  • Lead generation funnels: Lead generation funnels are similar to attraction funnels, except that they focus on getting people to give you their contact information so that you can market to them later. This may be an email address, physical address, or phone number.
  • Sales funnels are the final step in the marketing funnel process. A sales funnel designed to get a lead to take a specific action that will result in them becoming customers. The most common type of sales funnels is the “buyer’s journey,” designed to guide a lead from being aware of your company and your products to evaluating those products and finally to making a purchase.

Different Types of Marketing Funnels

Now that you know what a marketing funnel is, we’ll go over the different types of marketing funnels so you can figure out which one you need.

Attraction marketing funnels

Attraction marketing funnels attract new visitors to your website or landing page. This can be done through several different means, including:

  • Search engine optimization (SEO): Use SEO to optimize your website so it’s found in search engine results. This can include getting links from other websites, writing blog posts, and other methods.
  • Pay per click (PPC) advertising: Using PPC advertising to find your website for specific keywords and phrases.
  • Social media: Posting to social media platforms and getting people to follow your brand.
  • Content marketing: Creating content that resonates with your target audience and getting people to share it with their network.
  • Email marketing: Sending out email newsletters to build your list of subscribers.
  • Paid traffic: Paying to get traffic sent to your website. This can include ads on search engines, social media, and other platforms.
  • Public relations (PR): Reach out to influencers, bloggers, news sites, and others in your industry through PR.

However you attract new visitors, the goal of an attraction funnel is to get as many people as possible to visit your site or landing page so that you can convert them into leads.

Lead generation marketing funnels

Lead generation funnels are designed to get people to give you their contact information so you can market to them later. The most common method is getting people to fill out a form with their name and email address, which can then be used to send them marketing messages.

Lead generation funnels can be used in addition to attraction funnels. They’re helpful because they allow you to gather the contact information of people interested in your business so that you can market to them later.

Sales funnels

A sales funnel is designed to get a lead to take a specific action that will result in them becoming customers. The most common type of sales funnels is the “buyer’s journey,” designed to guide a lead from being aware of your company and your products through researching your business to becoming a paying customer.

Upselling and cross-selling funnels

Upselling funnels are designed to get people who have already purchased a product or service from you to purchase an upsell. For example, someone might buy your $97 ebook, and then you could use an upsell funnel to get them to spend $297 on your “masterclass” program.

Cross-selling funnels are similar, except they’re used to get customers to spend more money by buying additional products or services they don’t necessarily need. For example, if you sell dog food, you might use a cross-selling funnel to get people who have bought dog food from you to buy a dog toy or grooming product.

Revenue funnels

Revenue funnels are designed to make more money for your business by getting people to spend more. This can be done through upselling and cross-selling, but it can also be done by getting people to purchase additional services. For example, a lawyer might use a revenue funnel to get clients to buy into their legal service plan.

Customer loyalty funnels

Customer loyalty funnels encourage your customers to continue buying from you. This can be done through upselling and cross-selling, but it can also be done by rewarding them with discounts, sales, or other incentives. For example, a loyalty program that rewards frequent shoppers with a discount on their next purchase is an example of a customer loyalty funnel.

Marketing automation funnels

Marketing automation funnels are designed to automate sending marketing messages to your customers. These funnels can be used to help you build a relationship with a customer, or they can be used to send them “nurturing” messages designed to get them to take the desired action. For example, an email marketing service like MailChimp might use a marketing automation funnel to send people who sign up for a free trial of MailChimp’s email marketing software a series of emails encouraging them to upgrade their account to the paid version.

Conversion Rate Optimization Funnels

Conversion rate optimization funnels are designed to improve your conversion rates. The most common conversion rate optimization funnel type is the A/B or multivariate test, which is used to test different versions of a landing page or web page to determine which version is converting best.

Gated content funnels

Gated content funnels are designed to ensure that people who visit your website are interested in the content on your site. Gated content funnels require people to give their contact information to access a piece of content on your site. This contact information can then be used to market to them later.

Social media funnels

Social media funnels are designed to get people who visit your profiles or follow you on social media platforms like Instagram or Twitter to become customers. For example, a social media funnel can be designed to get people following you on Facebook to visit your website and become a lead. It could also be designed to get people following you on Instagram to become a customer.

Email marketing funnels

Email marketing funnels are used to get people who have already interacted with your brand to give you their contact information so that you can market to them again in the future. Email marketing funnels are often combined with other types of funnels; for example, an email marketing funnel might be used to get someone who has purchased a product or service from you to sign up for a free trial of your email marketing software, which would then be marketed through an upselling email marketing funnel.

Events funnels

Events funnels are often used in conjunction with other funnels but are also valuable on their own. For example, an events funnel is designed to get people who visit your website or social media profiles to show up at an event you’re hosting. Event funnels can be used to get people to show up at a physical event, like a business networking event, or they can be used to get people to show up at an online webinar (which is still considered an “event” even though it doesn’t take place in person).

Webinar funnels

A webinar funnel is designed to get people who visit your website or social media profiles to attend a webinar. Webinar funnels can be used to get people to attend an online webinar, or they can be used to get people who are interested in attending a physical event to register for a webinar that gives them more information about the event so that they can decide if they want to go.

Mobile app funnels

Mobile app funnels are used to get people who visit your website to download and use your mobile app. Mobile app funnels can be designed to get people interested in your services to download your app, or they can be designed to get people who have already downloaded your app to make more purchases in your app through in-app purchases or other means.

WordPress funnel plugins

If you use WordPress to power your website, there are several WordPress funnel plugins that you can use to build funnels.

  • WPEngine’s Actionetics: WPEngine’s Actionetics is a free WordPress funnel plugin that makes getting leads and customers easy. You can use Actionetics to build landing pages, create forms, send email marketing messages, and then use those leads and customers to build other funnels using Actionetics.
  • OptinMonster: OptinMonster is another powerful WordPress funnel plugin. You can use OptinMonster’s popup, slide-in, and overlay forms to get people to enter their contact information on your website or blog so that you can market to them later.
  • Thrive Leads: Thrive Leads is yet another WordPress funnel plugin you can use to build all sorts of funnels. For example, you can use Thrive Leads to build landing pages, forms, and popup forms and then use those to convert people into leads or customers.

Email marketing funnel plugins

Finally, there are several email marketing funnel plugins that you can use to build funnels that are designed to get people who have already interacted with your business to give you their contact information so that you can market to them at a later date.

  • ConvertKit: ConvertKit is an email marketing platform that makes it easy for you to set up email funnels. With ConvertKit, you can set up opt-in forms, autoresponders, and other types of email marketing funnels.
  • GetResponse: As its name implies, GetResponse is another email marketing service that makes it easy for you to create email marketing funnels.
  • Benchmark: Benchmark is another email marketing platform that makes it easy for you to build email marketing funnels. You can use Benchmark to create email forms, autoresponders, and more.
  • Optimizely: Optimizely is a powerful A/B testing platform that makes it easy for you to build email marketing funnels. With Optimizely, you can create landing pages, forms, and more.
  • Aweber: Aweber is another email marketing platform designed to help you build email marketing funnels. You can use Aweber to create landing pages, forms, popups, and more.

Conclusion

It’s hard for B2B marketers to gain leads precisely because many service providers in similar industries are targeting the same prospects. Therefore, to succeed in B2B marketing, you need a well-designed marketing funnel that will allow prospects to work through the sales process and become customers.

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