Marketing Funnels: Following the Map to Successful Sales
Trying to convince a prospect to become a customer without knowing where they are in the buying journey is like putting on a blindfold, throwing a dart, and hoping it hits the bullseye.
Revenue team members are more successful if they can see where prospects are in their buying process, using marketing funnels to plot a course for successful sales.
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What is a Marketing Funnel?
The B2B marketing funnel represents the journey that prospects take on the way to becoming your customers. It can be broken down into a five-step process that encompasses the following stages:
- Awareness
- Interest
- Consideration
- Purchase
- Retention
Knowing the marketing funnel provides a template for revenue teams. It helps them tailor marketing and sales outreach to meet the needs and preferences of your buyers, based on where they are in the marketing funnel.
How Do Marketing Funnels Work?
Revenue teams use marketing funnels to map prospect behaviors to each buying stage and engage with prospects accordingly.
The goals sales and marketing should aim to achieve with their content and messaging can be broken down like this:
Top of funnel (TOFU)
Awareness & Interest
Build a relevant audience for your marketing campaign with educational messaging and content, instead of sales-oriented.
Middle of funnel (MOFU)
Consideration
Generate interest in your products or services — and, ideally, your brand. Create and market content that shares product-specific information.
Bottom of funnel (BOFU)
Purchase & Retention
Convert prospects into customers and maintain a healthy, long-term customer relationship.
How Does 6sense Improve Marketing Funnels?
6sense helps companies understand exactly where prospects are in the buying journey, and by helping revenue teams launch campaigns at scale that reach buyers throughout the funnel.
Our AI and predictive modeling aggregate millions of data points to produce AI predictions like buying stage and account fit, in addition to:
- Spotting and deanonymizing account-level internet activity
- Recognizing what part of the funnel an account is in based on engagement behavior and content consumption
- Predicting when an account will enter the next stage of the journey based on data from past deals
Why An Intent-Driven Marketing Funnel Matters
When you know who your customers are and when they are looking, breakthroughs happen.
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