Improve landing pages and lead magnets, build email nurture that warms leads, and map the customer journey to find and fix conversion leaks.
A strong funnel does half the selling. We'll optimise each conversion point so your funnel drives qualified discovery calls for your sales team.
Articulate why someone should choose you in a simple, structured way. Remove confusion and make the decision obvious to buyers.
Turn more visitors into leads without needing more traffic. Small improvements to conversion multiply results downstream fast.
Better offers mean better leads. We'll help you create magnets that filter for quality, not just quantity that wastes time.
Automated sequences that educate and qualify. By the time sales calls, prospects are already interested and ready to talk.
Traffic means nothing if your funnel leaks. Too many B2B marketers obsess over driving clicks but ignore what happens next: the lead experience.
Here, I’ll show you how to build a marketing funnel that actually converts. You’ll learn how to design pages that capture attention, automate nurturing, and qualify leads before they reach sales.
This isn’t about templates or hacks. It’s about installing a reliable flow from attention to action, so your marketing works while you sleep.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.
See playbook
Keep leads moving with email workflows that educate and convert. Build sequences that help, not annoy, with clear triggers, goals and data capture that syncs to the CRM.
See playbook
Set up funnel tracking that works. Use tag manager and analytics to capture key actions and track what actually drives results across channels, forms and the CRM.
See playbook
Use the tools you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.
Visitor identification that reveals companies on your site and syncs them to the CRM for faster outreach.
Cold email platform with warm up, sequencing and tracking, designed to keep domains healthy while booking meetings.
Messaging platform with fine control over events and segments, good for product led journeys and complex triggers.
Prospecting database with sequencing, handy for small teams that want leads and outreach in one place with basic enrichment.
Landing page builder with A B testing and dynamic text, solid for paid traffic when you need fast iteration.
Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.
Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.
Email and automation aimed at ecommerce, can work for simple B2B funnels that need easy flows and segmentation.
Simple email and SMS marketing with basic automation, good for early stage nurture and newsletters without heavy cost.
Website builder with elegant themes, good for simple sites and landing pages that need little maintenance.
Open source CMS with huge plugin choice, ideal when you need flexibility and can manage updates and performance.
Free behaviour analytics with heatmaps and recordings, good for spotting friction at no cost.
Email and SMS platform with detailed segments and flows, powerful for nurture when data is clean.
Email marketing with basic automation and templates, easy for newsletters and simple nurture.
Behaviour analytics that reveals where visitors get stuck, combining heatmaps, recordings and quick surveys.
Email and automation platform with strong segmentation and conditional logic, good for B2B nurture when you need power without a full CRM migration.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Alistair Croll
Pick the One Metric that Matters for your stage. Build lean dashboards and use data to decide the next best move.
Russel Brunson
Translate funnel templates into clean journeys. Focus on offers, sequences and pages that convert instead of tactics that age badly.
John Doerr
A clear guide to OKRs for growth teams. Write good objectives, choose key results and run cadences that stick.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.
Identify individuals who've shown initial interest in your offering, separating them from cold prospects for targeted nurture.
Execute personalised, multi-touch campaigns at scale through software that triggers messages based on prospect behaviour and characteristics.
This topic is a module in the B2B Growth Course. Browse the resources here for free, or take the full course for structured video lessons, templates, and hands-on implementation across the entire system.
Improve landing pages and lead magnets, build email nurture that warms leads, and map the customer journey to find and fix conversion leaks. A strong funnel does half the selling. We'll optimise each conversion point so your funnel drives qualified discovery calls for your sales team.
Module introduction
Marketing funnel audit
Increase submission rate
Increase lead activation rate
Increase booking rate
A/B testing
Module summary
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
A marketing funnel is a visual way to describe how unknown people become paying customers. At the wide top you attract strangers; in the narrowing middle you build trust and capture contact details; at the narrow bottom you persuade qualified prospects to request a meeting or proposal. The funnel model does not insist that every buyer takes an identical path, but it helps a team think in stages so each activity has a clear goal and metric.
Here you put the brand in front of likely buyers. Common channels include SEO, paid search, paid social advertising, outbound and inbound content. Success is measured in qualified visits, ad impressions and engagement not yet tied to individual names.
Visitors become leads when they fill a form, book a webinar or download a white paper. Email nurture, remarketing and webinars help you educate and prove authority. At this stage you score or segment leads, warming the best candidates for sales.
The prospect is evaluating options. Case studies, ROI calculators, live demos and personalised proposals give the final push. Metrics shift to meeting-booked rate, proposal acceptance and cost per opportunity.
Many teams buy more traffic when the real leak is a weak landing page or an unclear offer. A funnel map shows conversion at each step so you fix the actual constraint before spending more.
Marketing owns ToFu and MoFu, sales owns BoFu and the hand-off into the sales funnel. When both sides share the same funnel definitions, arguments about “lead quality” shrink and experiments target measurable gaps.
Different channels excel at different stages. Referral programmes thrive at MoFu and BoFu because trust already exists, while paid social shines at ToFu for awareness. Knowing the funnel stage lets you pick the right tool for the job instead of copying competitors blindly.
Revenue is a lagging metric. Funnel ratios—visitor-to-lead, lead-to-SQL—forecast revenue months earlier. Spot a mid-funnel dip today and you still have time to recover before the quarter closes.
List every touchpoint from first click to signed contract. Assign one primary metric per stage: unique visitors, leads captured, MQLs, SQLs, opportunities, closed-won. Calculate the baseline conversion rates.
If ToFu traffic is strong but only one per cent fill a form, focus on MoFu capture before buying more ads. If MoFu conversion is healthy yet few demos close, BoFu messaging or trust signals need work.
Each channel has its own conversion metric. For a paid search campaign that metric is click-through rate; for a landing page it is lead conversion rate; for a meeting scheduler it is meetings booked per visitor; for discovery calls it is qualification rate; for follow-up email it is open or click rate; and for a proposal it is signature rate.
Frame each change as a hypothesis: “Adding an industry case study will raise demo bookings from two to three per day.” Measure, compare and keep only what improves the stage without hurting downstream conversion.
As soon as one stage meets its benchmark, a new bottleneck surfaces. The funnel is never finished; the goal is constant, measured improvement.
The hand-off is the point where a lead meets a qualification threshold—budget, authority, need and timeline—and a sales rep takes ownership. If marketing stretches its remit into demo booking, ensure both teams use the same definitions so leads are not bounced back and forth. A clear service-level agreement often defines response times, required data and feedback loops.
Remember that after the hand-off the sales pipeline tracks revenue by deal stage and probability; the marketing funnel continues to optimise earlier stages.
A marketing funnel is a practical framework for turning strangers into sales-ready opportunities. Break it into the three classic stages—ToFu, MoFu, BoFu—map real metrics to each, and choose channels that fit the buyer’s intent at that moment. Focus on the weakest conversion ratio, run disciplined experiments, and revisit the map every month. When marketing and sales share funnel definitions, lead quality debates fade and the team concentrates on the shared objective: predictable, profitable growth.
Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.
Experimentation platform with testing, heatmaps and rollout tools, good for structured CRO at B2B scale.
Visitor identification that reveals companies on your site and syncs them to the CRM for faster outreach.
Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.
Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.
Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.
See playbookKeep leads moving with email workflows that educate and convert. Build sequences that help, not annoy, with clear triggers, goals and data capture that syncs to the CRM.
See playbookTalk to customers and turn insights into growth. Recruit, interview and synthesise without overthinking it. Capture findings in simple notes that feed decisions and content.
See playbook
John Doerr
A clear guide to OKRs for growth teams. Write good objectives, choose key results and run cadences that stick.
Alistair Croll
Pick the One Metric that Matters for your stage. Build lean dashboards and use data to decide the next best move.
Robert Cialdini
Classic psychology translated for B2B. Use social proof, scarcity and reciprocity in a way that respects buyers.
Identify individuals who've shown initial interest in your offering, separating them from cold prospects for targeted nurture.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Measure engagement quality by tracking the percentage of people who click after seeing your content or advertisement.
Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.
Measure the percentage of visits where users actively engage, filtering out passive bounces to assess true content quality.
