Marketing funnels in your B2B business


Designing correct funnels for a marketing campaign differs in B2B business than in B2C. The latter is focused on the shortest path to buying by torpedoing clients with “buy now” CTAs whereas B2B clients are more focused on the value you provide. Their buying process is much different, much more careful, and value-oriented. (see article about differences between B2B and B2C) To maximize your marketing efforts, it's essential to understand the customer journey, best visualized through a marketing funnel. It breaks down the customer's path from their first contact with your brand to the final purchase into stages: TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel).

In this article, we'll delve deeper into the stages of funnels with some suggestions of actions worth considering. As well as looking at how your website fits into the whole equation.

TOFU, MOFU, and BOFU: Understanding Each Stage


Top of the funnel (TOFU) is the first stage that’s all about creating awareness and attracting potential customers. At this point, your content should educate visitors about the problem they have and hint at the solution your brand offers.

The goal of this step is to draw the client’s attention into your company and put him, where you want him to be.


  1. Ads
  2. Offering free e-books or guides
  3. Sending personalized emails
  4. Providing product comparison guides
  5. Offering a free trial or sample of your product/service


Middle of the funnel (MOFU) is the consideration stage where your potential customers are evaluating different solutions. Your goal is to prove that your solution is superior. Detailed information, comparisons, and testimonials can play a crucial role here.

This is the most underestimated stage. It’s also most time and money consuming. The goal of TOFU was to draw the client into your brand. The goal of MOFU is to keep him around. B2B clients buy longer, you must constantly remind them of yourself. You can do it by valuable content, produces on a regular time basis. Almost every MOFU actions can serve as TOFU, the only difference is that MOFU focuses on constantly stimulating your audience with new valuable materials.


  1. Publishing educational blog posts
  2. Hosting webinars or workshops
  3. Sharing infographics or short videos on social media
  4. Offering a free newsletter subscription
  5. Podcast
  6. Youtube


Bottom of the funnel (BOFU) is the decision-making stage, where the customer is ready to make a purchase. Here, your goal is to nudge the customer towards the transaction. Give your customer all the information he might need, build some urgency, and most importantly: let your customer know how to contact you!

It’s important that you have all the answers to your client’s questions. If you don’t, he might look for these answers somewhere else - most likely at your competition. Educated around your product client, is a solid and decided lead.


  1. Providing product comparison guides
  2. Showcasing customer testimonials and case studies
  3. Providing personalized product recommendations
  4. Well-described services
  5. Chat

Before you start designing funnels

It’s natural that before you start starategizing your funnels, you have some marketing campaign in mind. Whether it’s a new product, a one-of-a-kind service, or software, you must follow certain principles to know exactly how to approach your clients.

Step 1: Set Clear Marketing Objectives The first step in any successful marketing campaign strategy is defining what you want to achieve. Set clear, measurable objectives that align with your business goals. These could be increasing brand awareness, generating leads, boosting sales, or improving customer retention. Make sure your objectives are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

Step 2: Identify Your Target Audience Who are you trying to reach with your campaign? Identify your target audience based on demographic data, interests, behaviors, and needs. Creating buyer personas can be particularly helpful in understanding your audience better and tailoring your campaign to suit their preferences. Answer questions, where my clients are, and what they like when they are looking. In B2B case there is almost always more than one decision maker.

Step 3: Map buying process Since we’re focusing on B2B in this article, you have to be aware that B2B usually buys longer and it usually goes through one, or more hands. Analyse how your potential clients buy. The process will be very different for companies who’re buying toners, and different for 10k buttons. Design your strategy so it’s informative for all of your buyer personas.

How your website fits in all of this?

Your website is a versatile tool that can guide customers through each stage of the funnel.

TOFU: At this stage, your website should attract visitors with engaging and educational content. This could be blog posts, videos, infographics, or downloadable resources like e-books or guides. Ensure your website is SEO-friendly to increase visibility and make it easy for potential customers to find you.

MOFU: As potential customers enter the MOFU stage, they're looking for more specific information. Your website can provide this with detailed product or service descriptions, case studies, webinars, and customer testimonials. A well-designed FAQ section can help resolve any doubts or queries at this stage.

BOFU: Now, customers are ready to buy. Your website should make this process as simple and seamless as possible. Clear calls-to-action (CTAs), an intuitive checkout process, multiple payment options, and outstanding customer support can turn a hesitant visitor into a confirmed customer.

Integrating the marketing funnel approach into your website can be highly beneficial. It allows you to guide customers through their journey more effectively, offering the right content and interaction at the right time, leading to increased conversions.

The importance of using your website can not be understated. Some of the main benefits include:

Improved Customer Experience: By aligning your website content with each stage of the funnel, you can meet your audience's needs more effectively. This leads to a smoother and more satisfying customer experience, which can drive conversions and foster loyalty.

Increased Efficiency: A well-structured website funnel helps streamline your marketing efforts. You can guide visitors through their customer journey more efficiently, saving resources and increasing conversion rates.

Better Conversion Rates: A website that's designed with the funnel stages in mind is more likely to turn visitors into customers. By offering the right content or interaction at each stage, you're more likely to push the customer to the next stage, and ultimately, to a purchase.

Insightful Analytics: Tracking your website performance based on funnel stages can provide valuable insights. You can identify which stages are working well and which need improvement, allowing you to fine-tune your strategy for better results.


Marketing funnels provide a roadmap for understanding and guiding the customer journey while executing any marketing campaign. Before you start implementing any marketing strategy, think deeply about your target audience, where they are, and what they are interested in. Based on that, prepare the strategy and execute it.

By integrating TOFU, MOFU, and BOFU into your website strategy, you can improve customer experience, increase efficiency, boost conversions, and gain deeper insights into your marketing performance. In a world where consumers are bombarded with countless options, a well-structured website funnel can be the key to standing out and driving success.


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