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Nov 10, 2023

What is a B2B Marketing Funnel? How to Create It?

B2B Marketing Funnel

In the world of digital marketing, understanding your customer’s journey is crucial for the success of your marketing efforts. One of the most effective ways to do this is by using a B2B marketing funnel. This article will provide an in-depth look at what a B2B marketing funnel is, how to create one, and the types of content that are most effective at each stage of the funnel.


What is a B2B Marketing Funnel?

A B2B marketing funnel is a conceptual framework that helps businesses visualize and understand the process of converting potential customers into paying clients. It maps out the customer journey, from initial brand awareness to the final conversion goal. The funnel analogy aptly represents the decreasing number of prospects as they progress through the various stages of engagement.

Types of Content for a B2B marketing funnel

The B2B marketing funnel is divided into several stages, each representing a different phase of the customer’s journey. The content for each stage of the funnel should vary, as it should be tailored to address the specific needs and interests of potential customers at each stage.

At the top of the funnel (TOFU), you have content designed to attract, inform, and educate potential customers. This content could include blog posts, social media updates, infographics, and other types of valuable and engaging material that draws them into your funnel.

In the middle of the funnel (MOFU), you have content that is designed to engage your audience and encourage them to consider your product or service as a solution to their problem. This could include webinars, case studies, and other types of content that showcase your product or service in use.

At the bottom of the funnel (BOFU), you have content that is designed to convert your audience into paying customers. This could include product demos, customer testimonials, and other types of content that provide concrete evidence of your product or service’s value and effectiveness.

B2B Marketing Funnel


At this stage of the B2B Marketing Funnel, your goal is to attract as many potential customers as possible and turn them into leads. The content should be informative and engaging, helping to establish your brand as a thought leader in your industry.

Here are some types of TOFU content:


Infographics are visual representations of information or data. They’re a great way to present complex information in a way that’s easy to understand and share.

Landing Page

A landing page is a standalone web page designed specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other online platforms.

Social Media Posts

Social media posts are an effective way to reach out to your audience on platforms where they are actively engaged. These posts can effectively be informative, engaging, and shareable, helping to amplify brand presence.


Podcasts are audio programs that people can download and listen to. They can be an effective way to provide in-depth information on a topic and establish your brand as an authority in your field.


At this stage of the B2B Marketing Funnel, your leads are considering different solutions to their problem. Your goal is to position your product or service as the best solution.

Here are some types of MOFU content:


Webinars are online presentations or workshops that provide valuable insights on specific topics. They can be recorded for later viewing or held live.

Interactive Content

Interactive content such as quizzes, calculators, or interactive infographics can engage users more deeply because they involve active participation than simply reading or watching.


Videos can provide detailed demonstrations of products or services, customer testimonials, or educational content. They can be particularly effective because they combine audio and visual elements.


At this stage in the B2B Marketing Funnel, your leads are ready to make a purchase decision. Your goal is to persuade them that your product or service is the best choice for their business needs. Here are some types of BOFU content:

Customer Case Studies

Customer case studies provide real-world examples of how your product or service has helped other customers. They can be particularly persuasive because they provide social proof.

Website FAQ Page

A FAQ (Frequently Asked Questions) page on your website can address lingering concerns that potential customers may have, helping to remove any objections and ultimately leading to a sale.

Email Campaign

Email campaigns can deliver targeted messages directly to leads who have expressed interest in your product or service. These messages can include special offers, reminders, or personalized recommendations.


In summary, a B2B marketing funnel is a strategic framework that guides potential customers through their buying journey. By understanding this process and creating content tailored to each stage of the funnel, businesses can attract more leads, convert more customers, and ultimately drive more revenue.

If you need a consultant or professional team in online marketing to help you solve your business problems and lay the foundation for its success, contact Cotactic Digital Marketing Agency today!

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