B2B Marketing funnel template

What are the phases of the B2B marketing funnel?

The standard phases of the B2B marketing funnel are:

• Awareness - Marketing is reaching out to potential customers to make them aware of the product through ads, social media, and other brand campaigns

• Consideration - Marketing persuades leads to learn more about the product through content and events; customer compares it to competitive products and talks to Sales

• Purchase (Conversion) - The customer signs up, pays, and gets onboarded

• Retention - The customer is regularly using the product, bringing additional colleagues onboard, and renewing their contracts

• Advocacy - The customer refers other companies, maintains an ongoing relationship with your team, becomes a lifetime customer

These phases can look a little different for different personas, who have different pain points and jobs to be done. Plotting these various journeys across one funnel can help marketers understand where they should focus their efforts to grow their audience, attract more customers, and retain the ones they already have.

How to use the B2B Marketing funnel to fuel growth

Often the best opportunities for B2B marketers come from leveraging their existing customers. Putting the customer voice and experience at the forefront of marketing strategy helps keep your plans rooted in your audience’s needs and wants.

Keeping this all in one place helps marketers:

• Define a high-level strategy that puts the customer experience first

• Tie user actions to goals and outcomes

• Track success of campaigns in a way that’s clear to all stakeholders

• Give everyone, including freelancers, a single strategy to work from

• Make it easier to collaborate with Sales and CX on projects

Manage your marketing funnel in TheyDo

The marketing funnel template in TheyDo is a visual board that tracks marketing funnel data in several formats.

The vertical columns at the top of the board cover the phases of the marketing funnel outlined above. You can then create profiles for various personas and plot their journeys along the funnel. Ultimately, you can see several journeys at once, along with the specific actions customers take and the marketing content and product features they engage with.

The horizontal 'swim lanes' allow you to get into the details of each persona’s journey. For instance, you can add:

• User action steps, such as “I see a billboard in Times Square” or “I attend a webinar”

• A graph where you can plot the user experience at each funnel stage on a scale from -2 to 2

• Identify opportunities along the funnel for better user experience

• Link opportunities to solutions as you develop them

• Track user engagement with marketing materials and compare it to desired outcomes

You can add as many columns and lanes as you like, depending on how in the weeds you want to get with your funnel and personas.

Who is this template for?

• CMO

• VP Marketing

• VP Growth

• Brand manager

• Marketing ICs

• Head of Sales

• Head of CX