What Is an Effective Way to Get a B2B Marketing Sales Funnel?

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. 

About 68% of companies have never identified or attempted to measure their sales funnel.

Generating leads is critical when it comes to growing your business. If you want to do this effectively, you need to have a strong B2B marketing funnel. But how do you lay the groundwork and build a b2b marketing sales funnel that works?

Keep reading to learn all about building a marketing funnel that can bring in leads and generate sales.

What Is the B2B Marketing Sales Funnel?

When trying to make B2B sales, you need to do more than provide quality products or services. You need to have a solid B2B marketing strategy in place that will take leads from the point they first hear about your company through to being paying customers.

This is where a marketing sales funnel comes in. It consists of several steps, and when each one is optimized, you’ll be able to generate far more B2B leads.

The B2B sales cycle typically takes a lot longer than the consumer sales cycle. Due to the length of it, it’s important for the whole funnel to be effective and efficient so potential customers don’t leave partway through.

On the plus side, a B2B marketing funnel is more sustainable in the long term, so you can get more long-lasting results. It can also serve as a good way to segment your audience. You can adjust your messaging so it’s more suitable for different categories when they’re at specific points in your sales funnel.

B2B Marketing Funnel Stages

Creating a marketing funnel will help you better understand the businesses you’re trying to sell to. There are three key stages of a typical marketing funnel.

Top of the Funnel (TOFU)

This is the awareness stage, where your customer acknowledges the problems they’re facing and starts looking for solutions. At this point, they’re not yet ready to buy.

You want to make them aware of what your business offers and how it can help them. This is often done using things like social media marketing, blog posts, and paid ads.

Middle of the Funnel (MOFU)

This is when a business understands the problems and is looking at different solutions. You can now introduce your product and highlight what makes it better than what your competitors can offer. Focus on how you can help other businesses achieve their goals.

Bottom of the Funnel (BOFU)

When a business reaches this stage, they’ll have shortlisted a few options, and are on the verge of purchasing. You’ll want a skilled marketing development representative to take over here and drive the sale.

There are certain things you can offer at this stage such as:

  • Free trials
  • Testimonials
  • Training and tutorials
  • Consultations
  • Quotes and estimates
  • Coupons and discounts

All of these will help you secure sales and improve your lead conversion rate.

Building a B2B Marketing Funnel

Typically, marketing funnels have the same key steps. As every business is different, however, your marketing funnel will look different from others. As such, you need to build one specifically for your business if you want it to be effective.

1. Awareness

You need to make people aware of your company, and you can do this by finding a way to drive them to your website. From there, you can map the customer journey. You need to know what action you want leads to take when they’re looking into your brand.

A typical example would be to direct them to a page or form to “find out more”. Another common choice is to encourage them to sign up for your newsletter. This is a good choice as you can then start sending them useful content.

2. Consideration

Once a lead is aware of your brand, they’ll start thinking about their options. Competitors are always ready to get ahead of you, so you want to beat them to the punch.

There are various tactics you can use here, such as using nurture campaigns. Make sure you have valuable, engaging content. This will give you a chance to show other businesses why your solution is better than your competitors.

3. Action

When it comes to your B2B marketing plan, this could be the most important step. This is the part where a lead decides what they’re going to purchase. They’ll compare their different options and determine the best solution for their business.

Some of the things they’ll look at include features, benefits, and cost. Bear in mind that their opinion of your business will be an important factor, so providing good service at all times is vital.

4. Re-Engagement

As leads proceed through your marketing funnel, you’ll lose some. Just because this happens, that doesn’t mean you should give up.

You can still engage with these leads to keep building up a stronger relationship. Doing this will help to maintain their interest, and you might be able to make a sale further down the line. A good email marketing campaign is an effective way to do this and it will help stop a lot of potential customers from slipping away.

5. Retention

This is another crucial step, and it might be the most easily forgotten. Once you have customers, you need to make sure you’re working to keep them. It’s a lot easier to retain customers than it is to get new ones, so doing this will help provide the best ROI.

Providing excellent customer service will help keep customers with you. You should also have an inbound marketing team working on strategies to ensure your existing customers are happy. On top of generating more future sales, this can result in more referrals, helping you get more leads.

Driving Sales Home

The entire B2B marketing funnel is incredibly important, but the part that many companies often struggle with is actually securing sales. Selling is a skill, and finding the right person to sell your products is ideal.

The Selling Factory specializes in helping organizations make sales. We manage college students who can do the necessary research, make calls, and generate leads. Take a look at our Sales Support page to find out more about how we can help your business today.

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 Slingshotfund.org 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.