How to Create a B2B Demand Generation Funnel for Leads?

Written by Kira Grieve

Kira is a Senior Campaign Manager at The Selling Factory. Over the last year and a half, she has used her education (Double Gator from UF) and experiences from traveling to coach and encourage over 100 college/UF students on sales outreach, sales tactics and personal goals. 

70% of businesses report that they have increased their budgets for demand generation, and another 20% plan to increase theirs in the coming years. That is likely because of the sheer power of what B2B demand generation can do.

This is how companies grow and remain competitive in a developing digital marketplace today. For a funnel that consistently generates high-quality B2B leads, here is what to consider. 

How it Works

It’s a growth marketing strategy. The aim is to create a demand for your brand. You want to educate your target audience about your product or service.

Other lead-generation tactics push for immediate conversion. While there are similarities in demand generation, there are also distinct variations.

The primary difference is that the goal is to educate the buyer. This is performed on a grand scale.

The concept is that buyers will come when they are ready to buy. Therefore, you are not seeking a quick close in the sales process. Instead, the marketing team will capture leads and give them to the sales team, where they will create a sales strategy to close deals.

Generating B2B Leads

Demand generation success depends highly on your strategy and creating an effective funnel. There are two ways to start.

One way to create a demand generation funnel is to add to your already traditional marketing funnel. Another way to begin is by taking a new approach to grow and convert your organization’s pipeline.

This begs the question, “Which route is better?” Think about it like this: while you want immediate results, you will get more out of a well-planned demand generation strategy.

For many years, marketers were focused on pulling in the highest number of leads possible. However, they may not have aimed to generate quality B2B leads. What happens is that this approach can negatively impact B2B sales.

The sales team will spend too much time working on leads that will not buy, either because they are not ready or they are not the right audience for your product or service.

Best Practices For B2B Demand Generation

Here is the right way to create your funnel. Start at the top. Focus on building brand awareness.

Your target audience knows of a challenge they are facing. However, they do not know that your brand exists and can provide them with a solution. Rather than pitching your product or solution, you are looking to create brand awareness by educating your audience.

Some standard content pieces used in B2B demand generation funnels are surveys, statistics, original reports, case studies, and infographics. You can also use webinars, in-depth guides, email courses, checklists, and industry news.

Personalization is vital for successful digital marketing campaigns. 89% of marketers say that when they use personalization in a campaign, they see a positive ROI. Therefore, you should consider creating personalized videos in your strategy and funnel. 

Create Demand

Once your target audience recognizes your brand, it’s time to deliver value. Your prospective customer needs your product or solution because it will resolve an issue they are facing. This is a time when customers want to know more about your brand.

They need to know exactly how your product or service works. Plus, they want to know more about who you are and what you value. You may think this is the time to close the deal with a cute sales copy, but no, not yet.

This is a time to be informative. Use the same content, including industry news, social media posts, videos, etc. The content you choose must be about something applicable to your audience.

Identify Intent

Before you go in for the sale, there is one more consideration. This goes back to customization again. With B2B demand generation, you address a specific company’s needs, including the industry they serve.

Before you go into bragging about your brand, it is important to research if the customer is a good fit for your business. It would help if you had the tools and calculators to help.

Capture Demand

These strategies are for the entire funnel, not just the top. It follows a path to conversion.

The next step is often a free trial or demo setup. Other options include social selling and LinkedIn retargeting.

Win Over Customers

Now is the time for conversion. You have been working hard, so now you can reap the reward. This does not mean you change your strategy because you are still closing the deal through demand generation.

Be clear about what ROI the customer can expect. Consistency in your value proposition is essential. After they buy from you, what will they get, and why are you so much better than the competition?

Retaining Customers

This is a necessary time to keep them sticky. Customer retention marketing strategies usually cost less than customer acquisition campaigns. The aim is significantly different, as you no longer need to make them aware of your brand.  

After they close, you want them to stay loyal to your brand. That is why keeping them in the B2B demand generation funnel is critical even after they officially become a customer. You can do this through informative onboarding and touching base with a feedback survey.

B2B Demand Generation Funnels

To grow your business, you will need a steady flow of high-quality B2B leads and a loyal customer base. Creating a B2B demand generation funnel the right way will supercharge your sales strategy.

If you need more sales, The Selling Factory can help. Our professionals have a proven history of increasing leads, sales, and opportunities.

You can raise the roofs on sales. Generate more revenue than you imagined you could. Contact The Selling Factory today for a free consultation.

Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.

Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.

Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.