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The Tightest B2B Lead Generation Funnel

The Tightest B2B Lead Generation Funnel

Find out about the tightest B2B lead generation funnel.

4 min read

Writer

https://ghost.scalestack.io/content/images/2022/04/Mateo.jpg

Mateo Bilbao

scalestack

The Tightest B2B Lead Generation Funnel

Information about the writer

Sales & Marketing head at Scalestack

Having an efficient funnel is key to the success of your business. Although it is known that not every strategy works out for every business, it is also true that there are generally well-functioning systems as much as malfunctioning ones.

In this blog, we will discuss a B2B lead generation funnel that has been largely proven bulletproof for many organizations. It is a popular one probably due to its effectiveness for many different types of business. We will go through it in detail so you can check what parts of your B2B funnel are doing alright and which stages still need some work.

Sales funnel definition

Before getting into what a B2B lead generation funnel should look like, is important to understand what a sales funnel is.

A sales funnel is like a road that the buyer takes. It starts when they first hear about your product or service and it ends when they purchase that product or service. Of course that many leads do not go all through the funnel and leave it somewhere in the middle. An efficient funnel retains the realistically biggest number of leads and makes them convert.

A typical funnel is usually divided into three parts: First, it is the top of the sales funnel (ToFu), where you target your audience. In the second place comes the middle of the sales funnel (MoFu). Here you identify and reach out to potential clients. Lastly, you find the bottom of the sales funnel (BoFu), where new and existing customers are.

B2B Lead Generation Funnel

8 steps for a high-quality B2B lead generation funnel

Now that we have defined what a funnel is and how it functions, we can start naming the things you need to get done if you want to have a funnel that catches as many leads as possible.

  1. Regular Sales, Marketing, and Customer Service meetings

A B2B lead generation funnel has got many elements. The ones where the most important things are being done are the sales, marketing, and customer service teams. Thus, talking to all of them will give you a clearer idea of what your cycle looks like and what it should look like. It is the time to discuss and hear them speak to you about things like possible loopholes.

But most importantly, it is key to listen to them about their relations and how they can work together since these departments have not the fame of getting along excellently.

2. CRM and automation have to be integrated

B2B lead funnels have longer sales cycles than B2C's. So you will need a more efficient funnel. You must get a general agreement on what tools you will be using from now on to capture and manage leads. The programs you choose should adapt easily to your current systems, especially to CRM.

If you do this, your sales reps are less likely to miss any important leads. Marketing automation will also give you a hand by setting up emails, narrowing down, doing lead scoring, and also lead management workflows.

3. Lead generation campaigns

Is not the same to capture any kind of lead as capturing qualified leads. The difference relies on advertising campaigns and quality content. There are diverse ways through which you can launch lead generation campaigns. Many platforms can be used depending on your need. Sometimes Instagram is better, sometimes YouTube, etc. Find your special one. This is according to what industry you are into, and your product. Those are the metrics that allow you to choose a platform to capture leads.

4. Lead segmentation

Setting up automation is key. Plus, scheduling events workflows to organize your leads is done so you can divide them into MQL or SQL. A Marketing Qualified Lead is a potential buyer who is not yet ready to buy your offer. They need more nurturing. You can do it by giving them content so you can try to get them sales-ready.

On the other hand, a Sales Qualified Lead is ready to talk to your sales teams now. These people should not be bothered with additional informational content, because neither you nor they need it. You are already there, now is just a matter of closing or not.

5. Lead Scoring

Lead scoring criteria are vital to moving leads through the various stages of your B2B lead generation funnel. If you automate your workflows, you will be capable of moving the prospect into your CRM when certain actions are triggered. Leads accumulate points based on their actions and behavior. After some time, you can qualify them as MQL or SQL, depending on their scores. If they are worth the time and resources, a sales rep should contact them.

6. Assign leads to the salespeople

After getting the leads into the sales CRM and using automation workflows, it is time to assign each lead to an appropriate sales rep. You should base on the problem to assign a case, also considering the specialization of each person. Plus, you can segment prospects based on territory, geographical location, or other demographics.

7. Closing the deals

If you get to this point, then the funnel is probably working effectively. Maybe it could be improved, but it is not bad. Every funnel is thought so you can get to the point where a sales rep gets in personal touch with the lead. When doing this, you must update every communication that happens with the customer, so you can make sure that everything flows nicely.

8. Funnel analytics

Once you have closed them, the cycle is not over yet if you want to improve your systems and get even more deals closed. You can never improve your B2B lead generation funnel if you do not analyze your performance. That is why you must set up analytics at each step. That way, you will recognize where you are losing maximum prospects and then take measures to fix that step.

Bottom line

Now is the time that you go through your B2B lead generation funnel and check out what is going smoothly and what needs to be improved. This process is unlikely to fail if it is applied properly. Anyway, remember that maybe some steps might not work for your specific business, If that is the case, analyze what works and what does not so you can make your funnel the tightest possible.