B2B Sales Funnel

The classic funnel stages still apply in B2B, but the shape is different: buyers complete most of their evaluation anonymously before ever talking to sales. Your website, content, reviews, and reputation do the selling long before a human does.

This means the funnel must be built backwards from trust: bottom-funnel pages that answer pricing and comparison questions directly, middle-funnel proof like case studies, and top-funnel expertise that makes you findable when research starts.

Funnel metrics worth tracking are stage-conversion rates and velocity: how many evaluations become proposals, and how long each stage takes. Both reveal where deals stall.