What is the B2B marketing funnel?

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.revenuemarketingalliance.com/assets/built/screen.css?v=dca60cc005" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>What is the B2B marketing funnel?</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.revenuemarketingalliance.com/assets/built/screen.css?v=dca60cc005" /> <meta name="author" content="Stevie Langford"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="hCpgXnAyUgvJB1Z84fq6pqsggfjw6htw";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Stevie Langford"; primary_tag = "Customer acquisition"; authors.push("Stevie Langford") tags.push("Customer acquisition") tags.push("Revenue marketing strategy") tags.push("B2B marketing") tags.push("Demand gen") tags.push("Articles") analytics.addSourceMiddleware(checkUserId); analytics.load('hCpgXnAyUgvJB1Z84fq6pqsggfjw6htw', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'RMA' } }); }}(); </script> <meta name="description" content="At the top of the funnel is awareness. This means everyone who knows about your company and the products and services you offer. Next? Interest."> <link rel="icon" href="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png" type="image/png"> <link rel="canonical" href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Revenue Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="What is the B2B marketing funnel?"> <meta property="og:description" content="At the top of the funnel is awareness. This means everyone who knows about your company and the products and services you offer. Next? Interest."> <meta property="og:url" content="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/"> <meta property="og:image" content="https://www.revenuemarketingalliance.com/content/images/size/w1200/2024/05/sandro-katalina-k1bO_VTiZSs-unsplash.jpg"> <meta property="article:published_time" content="2024-05-10T09:14:00.000Z"> <meta property="article:modified_time" content="2024-11-13T14:43:25.000Z"> <meta property="article:tag" content="Customer acquisition"> <meta property="article:tag" content="Revenue marketing strategy"> <meta property="article:tag" content="B2B marketing"> <meta property="article:tag" content="Demand gen"> <meta property="article:tag" content="Articles"> <meta property="article:publisher" content="https://www.facebook.com/b2bmarketingalliance"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="What is the B2B marketing funnel?"> <meta name="twitter:description" content="At the top of the funnel is awareness. This means everyone who knows about your company and the products and services you offer. Next? Interest."> <meta name="twitter:url" content="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/"> <meta name="twitter:image" content="https://www.revenuemarketingalliance.com/content/images/size/w1200/2024/05/sandro-katalina-k1bO_VTiZSs-unsplash.jpg"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Stevie Langford"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Customer acquisition, Revenue marketing strategy, B2B marketing, Demand gen, Articles"> <meta name="twitter:site" content="@b2b_mktalliance"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="729"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "Revenue Marketing Alliance", "url": "https://www.revenuemarketingalliance.com/", "logo": { "@type": "ImageObject", "url": "https://www.revenuemarketingalliance.com/content/images/2024/07/RMA-FULL-LOGO-SECONDARY--ON-WHITE---1-.png" } }, "author": { "@type": "Person", "name": "Stevie Langford", "image": { "@type": "ImageObject", "url": "https://www.revenuemarketingalliance.com/content/images/2024/02/Stevie-Langford-PMA.png", "width": 897, "height": 924 }, "url": "https://www.revenuemarketingalliance.com/author/stevie/", "sameAs": [] }, "headline": "What is the B2B marketing funnel?", "url": "https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/", "datePublished": "2024-05-10T09:14:00.000Z", "dateModified": "2024-11-13T14:43:25.000Z", "image": { "@type": "ImageObject", "url": "https://www.revenuemarketingalliance.com/content/images/size/w1200/2024/05/sandro-katalina-k1bO_VTiZSs-unsplash.jpg", "width": 1200, "height": 729 }, "keywords": "Customer acquisition, Revenue marketing strategy, B2B marketing, Demand gen, Articles", "description": "Ask just about anyone to give a rough definition of a customer journey, and they’ll be able to give a pretty good answer along the lines of “the route someone takes from being unfamiliar with a brand/business/product to becoming a customer”. ", "mainEntityOfPage": "https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="Revenue Marketing Alliance" href="https://www.revenuemarketingalliance.com/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.revenuemarketingalliance.com/" data-key="e948934112ac9bc0651cb0e3cb" data-api="https://b2b-marketing-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="e948934112ac9bc0651cb0e3cb" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://b2b-marketing-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.revenuemarketingalliance.com/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=dca60cc005"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=dca60cc005"> <script defer src="/public/comment-counts.min.js?v=dca60cc005" data-ghost-comments-counts-api="https://www.revenuemarketingalliance.com/members/api/comments/counts/"></script> <script defer src="/public/member-attribution.min.js?v=dca60cc005"></script><style>:root {--ghost-accent-color: #FF5252;}</style>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>   <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-M4GT83N');</script>  <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("ZQOQRJHMX162");}();</script>  <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>  <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> window.proPlusStripeIdList = [ 'price_1NY9GQEHjNXbvvOOWN7gegCI', 'price_1NizHcEHjNXbvvOOdTN6i0Zj', 'price_1NizGeEHjNXbvvOO0lXS6tZM', 'price_1ndsfsehjnxbvvoo8g3enryy' ]; </script> <script> var eventsList = [ { 'title': 'Email Marketing Summit', 'date': 'November 20', 'location': '<b>Virtual</b>', 'url': 'https://virtual.revenuemarketingalliance.com/location/emailmarketing' }, ]; </script> <script> window.topNav = [ { name: 'Membership', itemList: [ { name: 'Membership plans', url: '', desc: 'Pick your path', itemList: [ { name: 'Freemium membership', url: '/insider-membership-plan/' }, { name: 'Pro membership', url: '/pro-membership/' }, { name: 'Pro+ membership', url: '/pro-plus-membership/' }, { name: 'Team membership', url: '/teams/' }, { name: 'Your taster pack', url: '/rma-membership-taster-pack/' } ] }, { name: 'What is included?', desc: 'All you need to succeed', itemList: [ { name: 'Templates & frameworks', url: '/templates-frameworks/' }, { name: 'OnDemand videos', url: '/revenue-marketing-ondemand/' }, { name: 'Exclusive content', url: '/tag/membership-content/' }, { name: 'Member perks', url: '/member-perks/' }, { name: 'New additions', url: '/whats-new-in-the-rma-membership-plan/' } ] }, ] }, { name: 'Resources', itemList: [ { name: 'Content hub', desc: 'Resources on tap', url: '/signup', itemList: [ { name: 'Articles', url: '/content-hub/?filter=articles' }, { name: 'Reports', url: '/content-hub/?filter=reports' }, { name: 'Podcasts', url: '/content-hub/?filter=podcasts' }, { name: 'Guides', url: '/content-hub/?filter=guides' }, { name: 'eBooks', url: '/content-hub/?filter=ebooks' }, { name: 'Revenue Marketing IQ', url: '/revenue-marketing-iq/' }, { name: 'Newsletter', url: '/revenue-marketing-newsletter/' }, { name: 'YouTube', url: 'https://www.youtube.com/@RevenueMarketingAlliance' } ] }, { name: 'Research & reports', desc: 'Industry insights from us', url: '#', itemList: [ { name: 'Tools of Choice survey 2024', url: '/revenue-marketing-tools-of-choice-survey/' }, { name: 'Strategies to grow revenue eBook', url: 'https://www.revenuemarketingalliance.com/articles/content-marketing-strategies-boost-revenue-ebook/' }, { name: 'Growth marketing: A practical guide', url: '/growth-marketing-that-scales-practical-guide/' }, { name: 'ABM Playbook', url: '/abm-playbook/' }, { name: 'State of Revenue Marketing', url: '/state-of-revenue-marketing-report/' }, { name: 'Generative AI eBook', url: '/from-data-to-dollars-how-generative-ai-transforms-marketing-ebook/' }, { name: 'Marketing Attribution eBook', url: 'https://www.revenuemarketingalliance.com/the-marketing-attribution-ebook/' } ] }, { name: 'Guides', desc: 'Dive into the essentials ', url: '#', itemList: [ { name: 'Revenue Marketing Framework', url: '/revenue-marketing-framework/' }, { name: 'Your guide to revenue marketing', url: '/your-guide-to-revenue-marketing/' }, { name: 'What is demand generation?', url: '/demand-gen-vs-lead-gen-difference/' }, { name: 'Your guide to lead generation', url: '/what-is-lead-generation-in-marketing-a-guide/' }, { name: 'AI in revenue marketing', url: '/how-ai-will-take-your-b2b-marketing-to-the-next-level/' }, { name: 'Retention marketing: Comprehensive guide', url: '/what-is-retention-marketing-a-guide/' }, { name: 'Your guide to ABM', url: '/your-guide-to-abm/' }, { name: 'What is field marketing? ', url: '/what-is-field-marketing/' } ] }, ] }, { name: 'Certification', itemList: [ { name: 'Revenue marketing courses', url: '#', itemList: [ { name: 'Revenue Marketing Certified: Core', desc: 'Become a revenue-generating machine', url: 'https://certified.revenuemarketingalliance.com/course/revenue-marketing-certified-core' }, { name: 'Segmentation Certified', url: 'https://certified.revenuemarketingalliance.com/course/segmentation-certified-masters' }, { name: 'Persona Certified', url: 'https://certified.revenuemarketingalliance.com/course/persona-certified-masters' }, ] }] }, { name: 'Events', itemList: [ { name: 'In person', desc: 'Events all over the world', url: '#', itemList: [ { name: 'Apply to speak', desc: 'Events all over the world', url: 'https://www.revenuemarketingalliance.com/speaking-opportunities-with-the-revenue-marketing-alliance/' }, { name: 'Get your event brochure', desc: 'Events all over the world', url: 'https://events.revenuemarketingalliance.com/downloadbrochure' }, { name: 'Global 2024 Calendar', desc: '2024', url: 'https://events.revenuemarketingalliance.com/', target: '_blank' }, { name: 'Why Revenue Marketers 💙 our events', url: 'https://www.revenuemarketingalliance.com/why-revenue-marketers-love-our-events/', target: '_blank' } ] }, { name: 'Digital', desc: 'Coming soon to a screen near you', url: '#', itemList: [ { name: 'RMAnow: Live LinkedIn Webinar', desc: 'Webinar', url: '/tag/RMAnow/' }, ] }, { name: 'Quick links', desc: 'Plan ahead or catch up', url: '#', itemList: [ { name: 'Revenue Marketing Summit San Francisco', url: 'https://www.revenuemarketingalliance.com/revenue-marketing-summit-san-francisco-september-2023-2/' }, { name: 'Revenue Marketing Summit Las Vegas', url: 'https://www.revenuemarketingalliance.com/revenue-marketing-summit-las-vegas-may-2023/' }, { name: 'Revenue Marketing Festival', url: 'https://www.revenuemarketingalliance.com/revenue-marketing-festival-june-2023-ondemand/' }, { name: 'Revenue Marketing Summit Denver', url: 'https://www.revenuemarketingalliance.com/revenue-marketing-summit-denever-ondemand/' }, { name: 'Revenue Marketing Revealed', url: 'https://www.revenuemarketingalliance.com/tag/revenue-marketing-revealed/' }, { name: 'All events', url: 'https://live.revenuemarketingalliance.com/' } ] }, ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'Slack community', url: '/join-the-community/' }, { name: 'Meet the ambassadors', url: '/meet-our-ambassadors/' }, { name: 'Revenue Marketing Alliance LinkedIn', url: 'https://www.linkedin.com/company/revenuemarketingalliance/' }, { name: 'Meetups', url: '/in-person-meetups/' } ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'Become an ambassador', url: '/become-an-rma-ambassador/' }, { name: 'Customer Advisory Board', url: '/revenue-marketing-alliance-customer-advisory-board/' }, ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '/signup', itemList: [ { name: 'Mission', url: '/about-us/' }, { name: 'The team', url: '/the-team/' }, { name: 'Contact', url: '/contact/' } ] }, { name: 'Get involved', desc: 'Get your name published', url: '/', itemList: [ { name: 'Create & contribute', url: '/create-contribute/' }, { name: 'Partner with us', url: '/partner-with-us/' }, { name: 'Speaker opportunities', url: '/speaking-opportunities-with-the-revenue-marketing-alliance/' } ] }, ] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script> <script src='https://js.tito.io/v1' async></script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script> if (window.location.pathname === '/articles/') { document.title = 'Revenue marketing articles | Revenue Marketing Alliance'; } </script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js" referrerpolicy="strict-origin-when-cross-origin"></script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-customer-acquisition tag-marketing-strategy tag-b2b-marketing tag-demand-gen tag-articles"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/07/RMA-FULL-LOGO-SECONDARY--ON-WHITE---1-.png" alt="Revenue Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/signup">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/social-media">Social media</a> <a href="/tag/email-marketing">Email marketing</a> <a href="/tag/customer-acquisition">Customer acquisition</a> <a href="/tag/content-marketing">Content marketing</a> <a href="/tag/branding">Branding</a> <a href="/tag/b2b-video-marketing">Video marketing</a> <a href="/tag/b2b-marketing-tools">B2B marketing tools</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/revenuemarketingalliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/RevMrktAlliance" target="_blank"> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/RevenueMarketingAlliance/"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/revenuemarketingalliance/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@RevenueMarketingAlliance "> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://b2bmarketingalliance.com/join-the-community/"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> <a href="https://feedly.com/i/subscription/feed/https://b2bmarketingalliance.com/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <link rel="stylesheet" type="text/css" href="https://www.revenuemarketingalliance.com/assets/css/style.css?v=dca60cc005" /> <link rel="stylesheet" type="text/css" href="https://www.revenuemarketingalliance.com/assets/css/new-design.css?v=dca60cc005" /> <script> if (window.gtag && gtag) { gtag('event', 'Ghost Posts Views', { 'event_label': "the-b2b-marketing-funnel", 'event_category': "Customer acquisition" }); } </script> <main id="site-main" class="site-main outer"> <script> let hasInternalTag = false; let internalTagInhouse = []; let internalTagSponsor = []; let topicMicrosite = false; let hasClientTag = false; let topicMicrositeName = ""; let topicMicrositeSlug = ""; const primaryTagName = `Customer acquisition`; const primaryTagSlug = `customer-acquisition`; window.googletag = window.googletag || {cmd: []}; googletag.cmd.push(function() { googletag.defineSlot('/23035269294/post-content-ads', [580, 400], 'div-gpt-ad-1709005345342-0').addService(googletag.pubads()); googletag.pubads().enableSingleRequest(); googletag.pubads().collapseEmptyDivs(); googletag.enableServices(); }); </script> <script> var sponsoredClient = `[Topic] All companies of any size need customers and clients. Customer Acquisition describes the methods and strategies to, well, acquire them.`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Customer acquisition`; topicMicrositeSlug = `customer-acquisition`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> var sponsoredClient = `[Topic]`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Revenue marketing strategy`; topicMicrositeSlug = `marketing-strategy`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> var sponsoredClient = `[Topic] B2B (business to business) marketing is the discipline of marketing and advertising for companies whose target audiences are other companies. But you probably already knew that.`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `B2B marketing`; topicMicrositeSlug = `b2b-marketing`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> var sponsoredClient = `[Topic] Looking for advice on those top-of-the-funnel, awareness-building marketing activities? Then look no further!`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Demand gen`; topicMicrositeSlug = `demand-gen`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> var sponsoredClient = `[Type] {2}`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Articles`; topicMicrositeSlug = `articles`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> hasInternalTag = true; window.googletag = window.googletag || {cmd: []}; googletag.cmd.push(function() { googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/top-banner', [728, 90], 'div-gpt-ad-1708431085995-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/mobile-top', [300, 100], 'div-gpt-ad-1708431159930-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/side-banner', [240, 400], 'div-gpt-ad-1708431206267-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/bottom-banner', [580, 400], 'div-gpt-ad-1708431292086-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/mobile-bottom', [240, 400], 'div-gpt-ad-1708431360026-0').addService(googletag.pubads()); googletag.pubads().enableSingleRequest(); googletag.pubads().collapseEmptyDivs(); googletag.pubads().setTargeting('Sponsor-Clients', internalTagSponsor).setTargeting('In-house', internalTagInhouse); googletag.enableServices(); }); </script> <div class="post-container"> <div class="post-title"> <div class="post-breadcrumb"> <a href="/content-hub/">Content Hub</a> > <a class="active" href="/content-hub?filter=customer-acquisition"> Customer acquisition </a> </div> <h1>What is the B2B marketing funnel?</h1> <span class="post-full-title hidden">What is the B2B marketing funnel?</span> </div> <div class="post-tag-section"> <div class="post-tags"> <a class="post-tag-item" tag-slug="marketing-strategy" href="/content-hub?filter=marketing-strategy"> Revenue marketing strategy </a> <a class="post-tag-item" tag-slug="b2b-marketing" href="/content-hub?filter=b2b-marketing"> B2B marketing </a> </div> </div> <div class="post-other-info"> <div class="post-authors"> <a href="/author/stevie/"> <div data-tooltip="As a Senior Copywriter here at Revenue Marketing Alliance, Stevie loves to create content that's captivating, compelling, and informative. She's always open to new ideas, so feel free to get in touch!" class="post-author tooltip-trigger-author"> <div data-tooltip="As a Senior Copywriter here at Revenue Marketing Alliance, Stevie loves to create content that's captivating, compelling, and informative. She's always open to new ideas, so feel free to get in touch!" style="background-image: url(https://www.revenuemarketingalliance.com/content/images/2024/02/Stevie-Langford-PMA.png)" class="author-image tooltip-trigger"> </div> <div class="author-details"> <span data-tooltip="As a Senior Copywriter here at Revenue Marketing Alliance, Stevie loves to create content that's captivating, compelling, and informative. She's always open to new ideas, so feel free to get in touch!" class="author-name tooltip-trigger">Stevie Langford</span> </div> </div> </a> </div> <div class="date-time-read"> <span class="post-datetime">May 10, 2024</span> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/asterisk-sm.svg" /> <span> 13 min read </span> </div> </div> <a href="#" id="getCopyBtn" class="hidden"> Get a copy</a> <div class="post-content-container"> <div class="left-sidebar"> <div class="sticky-container"> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> <span class="left-sidebar-overview"> Contents </span> <aside class="toc-container"> <div class="toc"></div> </aside> </div> </div> <div class="post-content"> <p>Ask just about anyone to give a rough definition of a <a href="https://www.revenuemarketingalliance.com/improving-the-customer-journey-with-revenue-marketing/">customer journey</a>, and they’ll be able to provide a pretty good answer along the lines of “The customer journey is the route someone takes from being unfamiliar with a brand/business/product to becoming a customer.”</p><p>But such a simple definition would never do for us marketers! We call it a marketing funnel: A funnel that has different stages that are distinct depending on the types of marketing you’re involved in. </p><p><strong>Now we’ve stroked your egos, here’s what we’re going to get into in this article:</strong></p><ul><li><a href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/#the-basics-the-classic-b2b-marketing-funnel" rel="noreferrer">The basics: The classic B2B marketing funnel + its stages</a></li><li><a href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/#the-intermediate-the-customer-retention-funnel">The intermediate: The customer retention funnel + its stages</a></li><li><a href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/#the-advanced-custom-b2b-marketing-funnels">The advanced: Custom B2B marketing funnels: The B2B email marketing funnel and the content marketing funnel</a></li><li><a href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/#b2b-marketing-funnel-optimization-and-analytics">B2B marketing funnel optimization and analytics</a></li></ul><p></p><h2 id="the-basics-the-classic-b2b-marketing-funnel">The basics: The classic B2B marketing funnel</h2><p>First things first, why a funnel of all things? Sadly, it’s not because it’s a cool shape or you can do cute things like putting the “FUN” back in “B2B marketing FUNnel.”</p><p>It’s based on pragmatism: At every stage of the customer journey, you’re going to have people drop out, so the number of people following the journey gets smaller.</p><p>So what are the stages of your classic B2B marketing funnel?</p><p></p><figure class="kg-card kg-image-card"><img src="https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_marketing_funnel.jpg" class="kg-image" alt="General B2B marketing funnel" loading="lazy" width="1200" height="630" srcset="https://www.revenuemarketingalliance.com/content/images/size/w600/2021/03/B2B_meta_marketing_funnel.jpg 600w, https://www.revenuemarketingalliance.com/content/images/size/w1000/2021/03/B2B_meta_marketing_funnel.jpg 1000w, https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_marketing_funnel.jpg 1200w" sizes="(min-width: 720px) 720px"></figure><h3 id="stage-1-awareness">Stage 1: Awareness</h3><p>At the top of the funnel is <a href="https://www.revenuemarketingalliance.com/brand-awareness/"><u>awareness</u></a>. This refers to everyone in your <a href="https://www.revenuemarketingalliance.com/what-is-targeting-in-marketing/"><u>target market</u></a> who knows about your company and the products and services you offer. Whether they’ve come across it through your marketing, a Google search, word of mouth, or anything else. So of course, this is the broadest stage of the B2B marketing funnel.</p><p>That said, it doesn’t need to be ridiculously broad. The whole world doesn’t necessarily need to know about your company when it comes to B2B, rather you want the right people in the right industries to know who you are.</p><p>This stage is also often referred to as <a href="https://www.revenuemarketingalliance.com/what-is-lead-generation-in-marketing-a-guide/"><strong>lead generation</strong></a>.</p><p><strong>Awareness building tactics/content:</strong></p><ul><li><a href="https://www.revenuemarketingalliance.com/whats-trending-in-b2b-social-media-marketing/"><u>Social media</u></a> (both paid and organic)</li><li><a href="https://www.revenuemarketingalliance.com/preparing-for-b2b-ppc/"><u>PPC</u></a> (pay-per-click)</li><li><a href="https://www.revenuemarketingalliance.com/seo-execs-guide-t-shaped-marketer/"><u>SEO</u></a></li><li>Content (blogs, <a href="https://www.youtube.com/channel/UCp5XcYVq3GQ33uCVU4iKFHA?ref=revenuemarketingalliance.com"><u>videos</u></a>, <a href="https://www.revenuemarketingalliance.com/reports/"><u>reports</u></a>, etc.) that your target market is likely to search for related to your products/services</li><li>Trade shows</li><li>Word of mouth/ambassadorship (we’ll get to this later)</li><li>Print (trade magazines, posters)</li><li>Television (not super common in <a href="https://www.revenuemarketingalliance.com/the-fundamentals-of-b2b-marketing/"><u>B2B marketing</u></a> but you still see it from time to time)</li><li>Website*</li></ul><h3 id="stage-2-interest">Stage 2: Interest</h3><p>Now your target market knows who you are, it’s time to pique their interest. While not everyone in the awareness stage is going to have moved here, it’s still a fairly broad stage if you’ve targeted your awareness-building tactics appropriately.</p><p>This is when buyers begin exploring the products and services that might be of use to their business.</p><p>They’ll take a look at what you offer, and maybe check a few reviews to suss out whether you’ve got what they need.</p><p>There’s some debate about whether this fits in the <a href="https://www.revenuemarketingalliance.com/effective-data-driven-lead-generation-strategies/"><strong><u>lead generation</u></strong></a><strong> </strong>or <a href="https://www.revenuemarketingalliance.com/lead-nurturing/"><strong>lead nurturing</strong></a> sections of the marketing funnel, but really it sort of straddles both.</p><p><strong>Interest building tactics/content:</strong></p><ul><li>Landing pages (e.g. Company “About us”)</li><li>Product pages and descriptions</li><li>Product demo videos</li><li>Customer reviews and testimonials</li><li><a href="https://www.revenuemarketingalliance.com/tag/case-studies/"><u>Case studies</u></a></li><li>Website*</li></ul><p></p><h3 id="stage-3-consideration">Stage 3: Consideration</h3><p>Now you’ve got a selection of people and businesses interested in your products, it’s time to start convincing them to become your customers. </p><p>They’ll start looking at your products and brand in depth, <a href="https://www.revenuemarketingalliance.com/steps-for-effectively-leveraging-competitive-intelligence/"><u>compare you to similar companies</u></a>, and start working out how you would fit into their business process.</p><p>An aspect of this stage that’s unique to the B2B marketing funnel, as opposed to B2C, is that the person who has been in the funnel so far will usually have to gather materials to show the stakeholders, and it’s up to you to provide all that for them.</p><p>Often at this stage, they’ll have become Marketing Qualified Leads (MQLs), where they’ve agreed to more direct forms of marketing. They might have created an account on your site, agreed to be sent emails, or had their first interactions with a member of your marketing or sales team (either digitally or otherwise).</p><p>This is where you really get the ball rolling on <strong>lead nurturing</strong>.</p><p>Consideration tactics/content:</p><ul><li><a href="https://www.revenuemarketingalliance.com/what-is-a-case-study-in-marketing/">Case studies</a> and testimonials</li><li>Thought Leadership building content (blogs, whitepapers, videos, etc.)</li><li>In-depth product demos</li><li>Free trials</li><li>Direct marketing (live chats, <a href="https://www.revenuemarketingalliance.com/your-guide-to-b2b-email-marketing/">email marketing</a>, telemarketing)</li><li>Website*</li></ul><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/marketing-sales-alignment-kpis-integrated-funnel/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">KPIs that will align your sales and marketing functions</div><div class="kg-bookmark-description">It’s super common for marketing and sales to be misaligned, so we put together a Marketing and Sales Alignment Playbook. In this article, enjoy just a taste of our insights from the playbook.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Hannah Wesson</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2023/02/Marketing-and-sales-alignment-KPIs-and-integrated-funnel.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h3 id="stage-4-intent">Stage 4: Intent</h3><p>This deep into the B2B marketing funnel, you might think you’ve got them in the bag, especially at this stage. Here’s where your prospects may have literally said that they’re interested in buying from you, but there are still plenty of opportunities for them to drop out of the funnel if you don’t handle it properly.</p><p>Traditionally, this is where the sales team moves in. Still, the lines between <a href="https://www.revenuemarketingalliance.com/revenue-and-pipeline-ownership-sales-vs-marketing/"><u>sales and marketing are often blurred</u></a> (and the marketing department will often be involved in producing materials for this stage anyway).</p><p>This is where you pull out all the stops with top-level product demos and sales pitches, your product/service trials, and highlighting the benefits you offer.</p><p>This is peak <a href="https://www.revenuemarketingalliance.com/biggest-challenges-for-lead-nurturing/"><strong><u>lead nurturing</u></strong></a><strong> </strong>time with a bit of <strong>lead conversion</strong>.</p><p>Intent tactics/content:</p><ul><li>Pitches</li><li>In-depth product demos</li><li>Free trials</li><li>Your sales team</li><li>Website*</li></ul><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/the-key-stages-of-the-growth-marketing-funnel/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The key stages of the growth marketing funnel + benefits and tactics</div><div class="kg-bookmark-description">Awareness is at the top of your growth marketing funnel. At this stage, carrying out informative brand-building activities is essential.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Stevie Langford</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2024/04/Growth-marketing-funnel-key-stages.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h3 id="stage-5-review">Stage 5: Review</h3><p>You’ve laid everything on the table, now it’s time for the decision-makers of the company to go through and evaluate the products and services you’ve been marketing.</p><p>This doesn’t mean it’s time to take a break, the marketing and sales teams need to be like the dynamic duo to ensure the decision goes the right way (as we’re the Revenue <strong>Marketing </strong>Alliance we’ll claim marketing is Batman, and sales is Robin, but you’d get a different answer from someone in sales).</p><p>You’ll need to be able to answer any questions the prospects might have and provide any materials they might need promptly.</p><p>Time for sales to do their thing with some <strong>lead conversion</strong>.Review tactics/content:</p><ul><li>Order summaries</li><li>FAQs</li><li>Product/solution integration summaries</li><li>Website*</li></ul><p></p><figure class="kg-card kg-image-card"><a href="https://www.revenuemarketingalliance.com/marketing-and-sales-alignment-playbook/"><img src="https://www.revenuemarketingalliance.com/content/images/2024/05/RMA_Marketing_and_Sales_Alignment_Playbook_CTA_Banner-3.png" class="kg-image" alt="Marketing and Sales Alignment Playbook" loading="lazy" width="2000" height="576" srcset="https://www.revenuemarketingalliance.com/content/images/size/w600/2024/05/RMA_Marketing_and_Sales_Alignment_Playbook_CTA_Banner-3.png 600w, https://www.revenuemarketingalliance.com/content/images/size/w1000/2024/05/RMA_Marketing_and_Sales_Alignment_Playbook_CTA_Banner-3.png 1000w, https://www.revenuemarketingalliance.com/content/images/size/w1600/2024/05/RMA_Marketing_and_Sales_Alignment_Playbook_CTA_Banner-3.png 1600w, https://www.revenuemarketingalliance.com/content/images/2024/05/RMA_Marketing_and_Sales_Alignment_Playbook_CTA_Banner-3.png 2000w" sizes="(min-width: 720px) 720px"></a></figure><p></p><h3 id="stage-6-purchase">Stage 6: Purchase</h3><p>Sale made, job done, right? Don’t go cracking open the champagne just yet, there’s still some important marketing materials at this stage in the funnel if you want to avoid buyer remorse and <a href="https://www.productmarketingalliance.com/your-ultimate-guide-to-churn/?ref=revenuemarketingalliance.com"><u>customer churn</u></a>.</p><p>Sales take the lead, but marketing will likely be involved in providing and producing materials. This is just as important a stage as any of the others, as you’ll see below.</p><p>Purchase tactics/content:</p><ul><li>Welcome emails/messaging</li><li>Upselling emails/messaging</li><li>Website*</li></ul><p></p><p>* You might have noticed we put “Website” at every stage. This is because it's absolutely essential to have a functioning, attractive website. Nothing makes customers more likely to drop out of any stage of the marketing funnel than an ugly, difficult-to-navigate, or bug-filled website.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/how-to-avoid-messaging-positioning-mistakes/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to avoid common messaging and positioning mistakes</div><div class="kg-bookmark-description">Messaging and positioning are two of the most important parts of developing a product marketing strategy. Yet, it’s easy to make mistakes that could easily be avoided. In this article, we’ll be exploring how to optimize your messaging and positioning techniques.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Charley Gale</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2022/04/How-to-avoid-common-messaging-and-positioning-mistakes.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h2 id="the-intermediate-the-customer-retention-funnel">The intermediate: The customer retention funnel</h2><p>One of the most well-known facts of business is that the cost of <a href="https://www.revenuemarketingalliance.com/a-beginners-guide-to-customer-acquisition/"><u>acquiring new customers</u></a> far outweighs retaining customers (up to five times the amount according to <a href="https://www.forbes.com/sites/forbesbusinesscouncil/2022/12/12/customer-retention-versus-customer-acquisition/?ref=revenuemarketingalliance.com"><u>Forbes</u></a>).</p><p>But with some clever marketing, you can make it so your customers aren’t just continuing to purchase from you but they actually generate more business. This is why we in the B2B biz have a funnel for customers and their experiences.</p><p></p><figure class="kg-card kg-image-card"><img src="https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_customer_retention_funnel.jpg" class="kg-image" alt="B2B customer retention funnel" loading="lazy" width="1200" height="630" srcset="https://www.revenuemarketingalliance.com/content/images/size/w600/2021/03/B2B_meta_customer_retention_funnel.jpg 600w, https://www.revenuemarketingalliance.com/content/images/size/w1000/2021/03/B2B_meta_customer_retention_funnel.jpg 1000w, https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_customer_retention_funnel.jpg 1200w" sizes="(min-width: 720px) 720px"></figure><p></p><h3 id="stage-1-customers">Stage 1: Customers</h3><p>You’ve got your customers who have made a purchase or subscribed to one of your services. What you want them to be doing is buying more of your products. You can do this with upselling <a href="https://www.revenuemarketingalliance.com/how-brand-messaging-changes-for-b2b-and-b2c-companies/">messaging</a> and marketing that highlights your other services.</p><p>It’s relatively simple to target digital marketing directly towards them with tailored emails and targeted <a href="https://www.revenuemarketingalliance.com/your-guide-to-b2b-social-media-marketing/">social media</a> (if you can convince your sales team to offer discounts for existing customers, all the better).</p><p></p><h3 id="stage-2-repeat-customers">Stage 2: Repeat customers</h3><p>These are customers who are buying regularly from you, whether it’s the same purchase over and over, or new products and services. They're more likely to respond well to upselling marketing materials, especially if they’re rewarded or benefitting from repeating their custom with you.</p><p></p><h3 id="stage-3-loyal">Stage 3: Loyal</h3><p>At this level, customers will choose you over any rivals, you are their preferred brand for what you do. They’ll respond well to your upselling marketing, will engage with the communities you might provide, and probably attend events you might hold. </p><p>Your marketing should be all about building as personal a connection as possible.</p><p></p><h3 id="stage-4-ambassadorship">Stage 4: Ambassadorship</h3><p>While loyal customers are good, what you really want them to be is so happy with you that they’ll be singing your praises and referring you to other businesses.</p><p>This can be as simple as sharing your social media posts on their own channels or giving a positive customer review, to more in-depth pieces of content like case studies or <a href="https://www.revenuemarketingalliance.com/partner-with-us/"><u>partnerships/sponsored content</u></a>. They like your <a href="https://www.revenuemarketingalliance.com/brand-culture-design/">brand</a> so much, they’re willing to stake their own reputations on your success.</p><p>Navigating a customer along this funnel can be tricky in B2B marketing, and will largely depend on many factors such as your product, customer service, and sales team.</p><p></p><h2 id="the-advanced-custom-b2b-marketing-funnels">The advanced: Custom B2B marketing funnels</h2><p>Now both of the models we’ve provided above are by no means one-size-fits-all. The way your company is structured can change the stages and how quickly you consider a prospect to have moved between them.</p><p>For example, you might have the sales team become a part of the marketing funnel at an earlier stage. You might have different marketing funnels for <a href="https://www.revenuemarketingalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/"><u>different customer segments</u></a> and/or <a href="https://www.revenuemarketingalliance.com/how-to-improve-your-marketing-personas/"><u>personas</u></a>. You might use different tactics to be more fruitful. You might... you get the gist.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/ideal-customer-profile-vs-buyer-personas/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">ICP vs buyer persona</div><div class="kg-bookmark-description">Your audience can vary a lot, and you need marketing strategies to reflect that. This is where segmentation comes into play! Find out more here.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Teresa Garanhel</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2022/12/ICP-vs-buyer-persona.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><p>A particularly effective way of leveling up your B2B marketing funnel is to have different funnels for different forms of marketing. Below are some examples of B2B marketing funnels for different marketing forms.</p><p></p><h3 id="the-b2b-email-marketing-funnel">The B2B email marketing funnel</h3><p></p><figure class="kg-card kg-image-card"><img src="https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_email_marketing_funnel.jpg" class="kg-image" alt="B2B Email marketing funnel" loading="lazy" width="1200" height="630" srcset="https://www.revenuemarketingalliance.com/content/images/size/w600/2021/03/B2B_meta_email_marketing_funnel.jpg 600w, https://www.revenuemarketingalliance.com/content/images/size/w1000/2021/03/B2B_meta_email_marketing_funnel.jpg 1000w, https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_email_marketing_funnel.jpg 1200w" sizes="(min-width: 720px) 720px"></figure><p></p><h4 id="stage-1-awareness-1">Stage 1: Awareness</h4><p>Build an <a href="https://www.revenuemarketingalliance.com/your-guide-to-b2b-email-marketing/" rel="noreferrer">email list</a>. This can be done with paid-for external lists or a campaign to encourage sign-ups through your social media or website.</p><p></p><h4 id="stage-2-subscribers">Stage 2: Subscribers</h4><p>Once you have subscribers, you’ll need to give them a reason to stay subscribed. This can be in the form of special offers and exclusive content. </p><p>One thing you’ll need to fine-tune at this stage is the rate of the emails. Too few, people will forget about you and unsubscribe, too many and you’ll annoy people and they’ll unsubscribe, even if the emails are valuable to them and their business.</p><p></p><h4 id="stage-3-conversion">Stage 3: Conversion</h4><p>You provide an email that generates a positive response, whether it’s an agreement to an event invitation, a sales conversion, or a share of content on social media. These people should be considered to be more likely to respond well to further email marketing and you should tailor your future emails towards them.</p><p></p><h4 id="stage-4-acknowledgement">Stage 4: Acknowledgement</h4><p>Who doesn’t like to feel gratitude? Acknowledging the conversion with a thank you email can go a long way – it shows that you (or your brand) are personable and truly appreciate the time of your customers. </p><p></p><h4 id="stage-5-follow-up"><strong>Stage 5: Follow-up</strong></h4><p>After a certain amount of time has passed, check in with the customer via email to see if they are happy with the product/service/event/etc. This can be a great opportunity for upselling if they are still happy with things, or it can be a time to resolve any issues if they aren’t.</p><p></p><h3 id="the-content-marketing-funnel">The Content marketing funnel</h3><figure class="kg-card kg-image-card"><img src="https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_content_funnel.jpg" class="kg-image" alt="B2B content marketing funnel" loading="lazy" width="1200" height="630" srcset="https://www.revenuemarketingalliance.com/content/images/size/w600/2021/03/B2B_meta_content_funnel.jpg 600w, https://www.revenuemarketingalliance.com/content/images/size/w1000/2021/03/B2B_meta_content_funnel.jpg 1000w, https://www.revenuemarketingalliance.com/content/images/2021/03/B2B_meta_content_funnel.jpg 1200w" sizes="(min-width: 720px) 720px"></figure><h4 id="stage-1-awareness-2"><strong>Stage 1: Awareness</strong></h4><p>You <a href="https://www.revenuemarketingalliance.com/your-guide-to-b2b-content-marketing/"><u>create content</u></a> tailored toward attracting your <a href="https://www.revenuemarketingalliance.com/importance-of-tiering-accounts-abm/"><u>target market</u></a> to your site. Identify some common issues in your target market’s industry and create content that addresses them. </p><p>With proper <a href="https://www.revenuemarketingalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/">SEO</a> they’ll find you when they search for solutions to the issues.</p><p></p><h4 id="stage-2-educate-and-inform"><strong>Stage 2: Educate and inform</strong></h4><p>You’re providing a useful resource to educate them, you can guide them through your content to the solutions and products you provide.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/content-marketing-for-different-stages-of-the-buyers-journey/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Content marketing for stages of the buyer’s journey</div><div class="kg-bookmark-description">Every day, people are bombarded with content. In this article, we look at how you can use content as a tool for engaging prospects in every stage of the buyer’s journey.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Katie Pierce</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2023/03/Content-marketing-for-different-stages-of-the-buyer-s-journey-how-to-convert-prospects-into-customers.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h4 id="stage-3-lead-generation">Stage 3: Lead generation</h4><p>Once they’re on pages related to your products and solutions, you can develop them into leads. Suggest signing up for a <a href="https://www.revenuemarketingalliance.com/revenue-marketing-newsletter/"><u>newsletter</u></a> or see if they would want to get in touch with salespeople directly.</p><p><strong>— Break for the sales team or direct marketing team to do their thing to allow people to become customers ---</strong></p><p></p><h4 id="stage-4-advise-and-foster-loyalty">Stage 4: Advise and foster loyalty</h4><p>Provide content that allows your new customers to make the most of their new purchases or solutions. </p><p>Examples could be how-to-videos. If the product is valuable enough and they’re making the most of the products you get to form meaningful relationships, which leads to </p><p></p><h4 id="stage-5-advocates">Stage 5: Advocates</h4><p>Customers who have benefited the most from your product and supporting content can form the basis of testimonials and case studies, which can be used as content in other parts of the funnel.</p><p>Tailoring your marketing funnels to different marketing channels and content allows you to measure how successful it is at each stage in a more sophisticated way.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/the-role-of-customer-advocacy-in-sales-and-support-2/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The role of customer advocacy in sales and support</div><div class="kg-bookmark-description">Product marketing and sales teams continue to collaborate closely with one another in a bid to fulfill short and long-term targets.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2022/03/The-role-of-customer-advocacy-in-sales-and-support.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><h2 id="b2b-marketing-funnel-optimization-and-analytics">B2B marketing funnel optimization and analytics</h2><p>You've built a solid B2B marketing funnel, but the work doesn't stop there. Optimizing it for maximum efficiency is an ongoing process that requires a <a href="https://www.revenuemarketingalliance.com/how-you-can-go-from-data-driven-to-data-informed-2/"><u>data-driven approach</u></a> and a willingness to adapt. </p><p>This is where <a href="https://www.revenuemarketingalliance.com/what-is-revenue-analytics/"><u>analytics</u></a> comes into play, giving you valuable insights into the performance of your funnel at every stage.</p><p></p><h3 id="lets-start-with-conversion-rates">Let's start with conversion rates </h3><p>Keep a close eye on these metrics across your various touch points – website, landing pages, email campaigns, and so on. If you notice a significant drop-off at a particular stage, dig deeper to identify the root cause. </p><p>Perhaps your email subject lines aren't compelling enough, leading to low open rates. Or maybe your landing page copy needs to better resonate with your target audience's <a href="https://www.productmarketingalliance.com/understanding-user-pain-points/?ref=revenuemarketingalliance.com"><u>pain points</u></a>.</p><p></p><h3 id="another-crucial-metric-to-monitor-is-engagement-levels">Another crucial metric to monitor is engagement levels</h3><p>Are your blog posts and social media content sparking conversations and shares? If not, it might be time to reevaluate your content strategy. Experiment with different formats, topics, and tones until you find that sweet spot that resonates with your audience.</p><p></p><h3 id="dont-underestimate-the-power-of-ab-testing-either">Don't underestimate the power of A/B testing, either</h3><p>Try different versions of your <a href="https://www.revenuemarketingalliance.com/how-to-write-a-subject-line-that-gets-click-through/"><u>email subject lines</u></a>, calls-to-action, or website layout, and see which variations perform better. Even seemingly small tweaks can have a significant impact on your conversion rates.</p><p>Leverage tools like heat maps and user recordings to gain insights into how visitors are interacting with your website. </p><p><strong>Are they getting stuck at a particular point? Are there confusing elements that are causing friction? </strong></p><p>These insights can help you streamline the user experience and remove potential roadblocks in your funnel.</p><p></p><h3 id="and-lets-not-forget-about-customer-feedback">And let's not forget about customer feedback</h3><p>Actively seek input from your existing customers through surveys, focus groups, or even good old-fashioned conversations. Their perspectives can shed light on areas where your funnel might be falling short, as well as opportunities for improvement.</p><p>For example, if multiple customers mention that your onboarding process is confusing or your product documentation is lacking, you know where to focus your efforts. Addressing these pain points can not only improve the experience for new customers but also reduce churn and foster loyalty among your existing base.</p><p></p><h3 id="finally-dont-be-afraid-to-experiment-and-test-new-strategies">Finally, don't be afraid to experiment and test new strategies</h3><p>What works today might not work tomorrow. Stay agile, embrace data-driven decision-making, and continuously refine your approach based on the insights you gather.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/18-tools-for-data-collection-in-2024/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">18 tools for data collection in 2024</div><div class="kg-bookmark-description">With the help of revenue marketing experts, we’ve built a list of 18 must-have tools for data collection in 2024. No matter your company size.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Charley Gale</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2024/01/18-tools-for-data-collection-in-2024.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><p>Remember, optimizing your B2B marketing funnel is an ongoing effort, but it’s one that almost always pays off. Embrace the process, stay curious, and keep those leads flowing smoothly through your well-oiled funnel.</p><p></p><h2 id="psst-nows-your-chance-to-influence-the-most-important-conversations-in-revenue-marketing">Psst... now's your chance to influence the most important conversations in revenue marketing</h2><p>How do leading marketers drive growth? What channels attract and convert customers? Where should budgets be allocated? What metrics matter most?</p><p>Our <a href="https://www.revenuemarketingalliance.com/the-acquisition-and-attribution-survey-have-your-say/" rel="noreferrer"><strong>2024 Customer Acquisition and Marketing Attribution Survey</strong></a><strong> </strong>will reveal the inner workings of today's state-of-the-art revenue engines. And <em>you</em> can help uncover the key insights.</p><p>The insights gained will be invaluable for staying ahead of rapid changes in 2024.</p><p><strong>This is your exclusive opportunity to shed light on:</strong></p><ul><li>Current marketing attribution models and challenges</li><li>The evolving customer journey to purchase</li><li>How teams track and optimize funnel performance</li><li>Emerging strategies to connect with modern buyers</li><li>Key focus areas for growth in 2024</li></ul><p>… And a whole lot more. </p>  </div> <div class="right-sidebar"> <div class="sticky-container"> <div class="subscribe-container"> <img class="insider-logo" src="/assets/img/insider-subscribe-now-free.svg"/> <img class="success-insider-logo" src="/assets/img/Star.svg"/> <p class="title">Revenue marketing alliance insider</p> <p class="success-title">Thank you for subscribing</p> <p class="description">Level up your revenue marketing alliance career & network with revenue marketing alliance experts.</p> <p class="success-description">An email has been successfully sent to confirm your subscription.</p> <form data-members-form="subscribe"> <input data-members-label type="hidden" value="Early Adopters" /> <input placeholder="Your email address" data-members-email type="email" required="true"/> <button type="submit">Subscribe</button> <p class="error-message">Ops! Something went wrong!</p> </form> </div> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> </div> </div> </div> </div> <div class="tags-mobile"> <span class="tags-title">Tags</span> <div class="post-tags"> <a class="post-tag-item" tag-slug="marketing-strategy" href="/content-hub?filter=marketing-strategy"> Revenue marketing strategy </a> <a class="post-tag-item" tag-slug="b2b-marketing" href="/content-hub?filter=b2b-marketing"> B2B marketing </a> </div> </div> <section class="resources-section"> <div class="container"> <div class="resources-section__inner"> <div class="resources-header"> <div class="resources-sec__title"> <h2>Related</h2> <span class="text-primary-coral-gradient"> Customer acquisition </span> </div> <a href="/content-hub?filter=customer-acquisition" class="resources-see-all">See all Customer acquisition</a> </div> <aside id="related-content-container" class="read-next"> </aside> </div> </div> </section> </main> <div id="postCard"> <article class="post-card"> <a class="post-card-image-link" href="/the-b2b-marketing-funnel/"> <img class="post-card-image" src="/content/images/size/w600/2024/05/sandro-katalina-k1bO_VTiZSs-unsplash.jpg" alt="What is the B2B marketing funnel?" /> </a> <div class="post-card-content"> <a class="post-card-content-link" href="/the-b2b-marketing-funnel/"> <header class="post-card-header"> <span class="post-primary-tag" style="border-color: ; color: ;" >Customer acquisition </span> <span class="post-secondary-tag hidden" style="border-color: #F0AB21; color: #F0AB21;" >Sponsored </span> <h2 class="post-card-title">What is the B2B marketing funnel?</h2> </header> </a> <footer class="post-card-meta"> <span class="post-date">May 10, 2024 </span><span class="card_read_time">13 mins</span> </footer> </div> </article> </div> <script> const primaryTag = `customer-acquisition`; const postId = `61a309d794f25a003b3aaf53`; let sponsored = ''; </script> <div class="floating-header"> <div class="floating-header-container"> <div class="floating-header-logo"> <a href="https://www.revenuemarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1-.png" alt="Revenue Marketing Alliance icon" /> </a> </div> <div class="floating-header-title">What is the B2B marketing funnel?</div> <div class="floating-header-share"> <span class="share-label">Share:</span> <a target="_blank" href="#" class="linkedin"></a> <a target="_blank" href="#" class="twitter"></a> <a target="_blank" href="#" class="facebook"></a> <a class="copy-link"> <div id="tooltip" class="hidden">Copied!</div> </a> </div> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div> <script> //update linkedin link const linkedinEl = document.querySelector(".linkedin"); linkedinEl.href = `https://www.linkedin.com/shareArticle?url=${window.location.origin}/the-b2b-marketing-funnel/`; //update twitter link const twitterEl = document.querySelector(".twitter"); twitterEl.href = `https://twitter.com/share?url=${window.location.origin}/the-b2b-marketing-funnel/`; //update facebook link const facebookEl = document.querySelector(".facebook"); facebookEl.href = `https://www.facebook.com/sharer.php?u=${window.location.origin}/the-b2b-marketing-funnel/`; </script> <script src="https://unpkg.com/@tryghost/content-api@1.11.17/umd/content-api.min.js" ></script> <script src="https://www.revenuemarketingalliance.com/assets/js/api.js?v=dca60cc005"></script> <script src="https://www.revenuemarketingalliance.com/assets/js/blockadblock.min.js?v=dca60cc005"></script> <script src="https://www.revenuemarketingalliance.com/assets/js/tooltip.js?v=dca60cc005"></script>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script src="https://www.revenuemarketingalliance.com/assets/js/posts.js?v=dca60cc005"></script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.revenuemarketingalliance.com/assets/img/sales/RMA%20FULL%20LOGO%20WHITE.svg?v=dca60cc005" /> </a> </div> <div class="site-footer-content-title"> Revenue Marketing Alliance is on a mission to leverage the power of community to accelerate the impact of revenue marketing for businesses. We want to inspire and inform your journey and provide the tools you need to innovate and propel your growth. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/revenuemarketingalliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/RevMrktAlliance" target="_blank"> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/RevenueMarketingAlliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/revenuemarketingalliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@RevenueMarketingAlliance " target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.tiktok.com/@revenue.marketing" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://b2bmarketingalliance.com/join-the-community/" target="_blank"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> <a href="https://feedly.com/i/subscription/feed/https://b2bmarketingalliance.com/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/create-contribute/">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner-with-us">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about-us">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/articles">Articles</a></li> <li class="nav-tag" role="menuitem"><a href="/subscribe-to-b2beat/">Newsletter</a></li> <li class="nav-home nav-current" role="menuitem"><a href="#">Podcasts</a></li> <li class="nav-tag" role="menuitem"><a href="#">Reports</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="https://events.revenuemarketingalliance.com/" target="_blank">Events</a></li> <li class="nav-advisory-board" role="menuitem"><a href="#">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/join-the-community/">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/social-media">Social media</a> <a href="/tag/email-marketing">Email marketing</a> <a href="/tag/customer-acquisition">Customer acquisition</a> <a href="/tag/content-marketing">Content marketing</a> <a href="/tag/branding">Branding</a> <a href="/tag/b2b-video-marketing">Video marketing</a> <a href="/tag/b2b-marketing-tools">B2B marketing tools</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script>  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-M4GT83N" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <script type="text/javascript"> (function(e,t,o,n,p,r,i){e.visitorGlobalObjectAlias=n;e[e.visitorGlobalObjectAlias]=e[e.visitorGlobalObjectAlias]||function(){(e[e.visitorGlobalObjectAlias].q=e[e.visitorGlobalObjectAlias].q||[]).push(arguments)};e[e.visitorGlobalObjectAlias].l=(new Date).getTime();r=t.createElement("script");r.src=o;r.async=true;i=t.getElementsByTagName("script")[0];i.parentNode.insertBefore(r,i)})(window,document,"https://diffuser-cdn.app-us1.com/diffuser/diffuser.js","vgo"); vgo('setAccount', '649525905'); vgo('setTrackByDefault', true); vgo('process'); </script> <script> var beamer_config = { product_id : 'epwyYXsU47580',//DO NOT CHANGE: This is your product code on Beamer selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script type="text/javascript" src="https://www.revenuemarketingalliance.com/assets/built/jquery.js?v=dca60cc005" ></script> <script type="text/javascript" src="https://www.revenuemarketingalliance.com/assets/built/jquery.fitvids.js?v=dca60cc005" ></script> <script type="text/javascript" src="https://www.revenuemarketingalliance.com/assets/built/ghost-lunr.js?v=dca60cc005" defer></script> <script type="text/javascript" src="https://www.revenuemarketingalliance.com/assets/built/search.js?v=dca60cc005" defer></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $("body"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { if (!title) return; var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

What is the B2B marketing funnel?