Your website, email flows, and remarketing all work together like a mousetrap. Build clear landing pages that convert, automation that nurtures leads, and a machine that drives discovery calls without you chasing people. Stop leaking leads halfway through.
Most customer research produces vague observations that sit in slides nobody reads. Proper research uncovers specific pain points, validates assumptions, and reveals what actually drives buying decisions. Learn to run research that produces actionable insights, not just interesting quotes.
See playbook
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbook
Capture mechanisms turn anonymous traffic into known leads you can follow up with. Make it easy for prospects to signal interest at any moment in their journey without creating friction or annoying people.
See playbook
Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.
VWO provides A/B testing, personalisation, and behaviour analytics to optimise website conversion rates through data-driven experimentation.
Leadinfo identifies companies visiting your website, shows which pages they viewed, and enriches with contact details for sales prospecting.
Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.
Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.
Eugene M. Schwartz
A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.
Robert Cialdini
Classic psychology translated for B2B. Use social proof, scarcity and reciprocity in a way that respects buyers.
Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
Place critical information and calls-to-action in the visible area before scrolling to capture attention immediately when visitors land on pages.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Measure what percentage of email recipients click links to assess content relevance and call-to-action effectiveness beyond whether people merely opened messages.
Plan content publication in advance to maintain consistency, balance topics, and coordinate promotion rather than scrambling to create content reactively.
Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Track what percentage of recipients open emails to evaluate subject line effectiveness and list engagement rather than sending to unengaged subscribers who hurt deliverability.
Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.
Design the prominent first section of pages to communicate value immediately and guide visitors toward conversion without requiring them to scroll or search.
Understand the underlying progress customers try to make by hiring products to uncover motivations that drive purchases beyond surface-level features.
Regularly remove inactive and invalid email addresses to maintain deliverability and focus effort on engaged subscribers who actually read your content.
Execute personalised, multi-touch campaigns at scale through software that triggers messages based on prospect behaviour and characteristics.
Ensure websites display and function properly on all devices to avoid losing mobile traffic that bounces from broken layouts or tiny unclickable buttons.
Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
Optimise how quickly pages load to reduce bounce rates and improve rankings since slow sites frustrate users and get penalised by search algorithms.
Identify specific problems customers experience to position solutions around relieving frustrations they're motivated to solve rather than nice-to-have features.
Build professional reputation through consistent content and engagement to attract opportunities and establish trust before commercial conversations begin.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Match your messaging to prospects' current awareness level from problem-unaware to solution-aware to speak directly to their mental state.
Share original insights and expertise publicly to build authority and attract customers who value your perspective before they need your solution.
Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
Monitor how many recipients opt out of emails to catch list fatigue or irrelevant content before deliverability suffers from spam complaints that damage sender reputation.
Watch real users attempt tasks with your product to identify friction points that analytics alone can't reveal and prioritise improvements that remove blockers.
Conduct structured conversations with customers to uncover problems, motivations, and decision processes that surveys and analytics can't reveal.
Capture exact language customers use to describe problems and solutions to write copy that resonates because it mirrors how your market actually thinks and speaks.
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.
