The B2B marketing funnel is dead.
Don’t you get frustrated when buyers come to you asking for something you don’t sell, or with a view of what they need which is just plain wrong?
In an article on Salesforce.com, guest blogger Sangram Vajre promises that “The B2B Sales Funnel Is Dead — and Here’s the Proof”. His key points are that 70% of the buyer’s journey is complete before a buyer even reaches out to sales (SiriusDecisions), and that the average deal has over 8 decision makers, a 43% increase from 3 years ago. (IDC)
So, apparently the B2B marketing funnel is dead. No its not, but that’s such a popular headline, that we need to lay out a few facts.
Early notions of a B2B marketing funnel were based on a single attempt to sell: see an ad, ring up, engage with an inside sales person with a script, receive a compelling small step offer like a trial, respond, happy days.
But many of us in B2B never had that simple world. We had many buyers, deals which were weeks months or years in the gestation. And that hasn’t changed.
We certainly had more names than leads, more leads than opportunities, more opportunities than firm proposals, and more proposals than sales. And that hasn’t changed either.
Today we’re going to talk about what has changed, and what we need to do to better manage our b2b marketing funnel. I’ll also share a great tip for a tool you might use to feed your B2B marketing funnel with great content.