Content in B2B Sales Funnels

In the competitive world of B2B marketing, the ability to generate leads with content according to the stage of the B2B Funnel is essential for the growth and survival of any business. But how can this be achieved effectively?

The sales funnel is a powerful tool that allows us to understand and leverage the buying decision process of our potential customers. Each stage of the funnel represents a step in the customer journey, from the first contact with our brand to the final purchase decision.

In the B2B context, this process can be more complex and lengthy than in B2C, because purchasing decisions often involve greater risk and consideration. Therefore, it is crucial that our content is designed to guide leads through each stage of the funnel, providing them with the information and value they need to progress to the next stage.

From the awareness stage, where leads are beginning to recognise a need or problem, to the decision stage, where they are ready to choose a solution, our content must be optimised to answer their questions and overcome their objections. By doing so, we not only increase our chances of converting these leads into customers, but also establish our brand as a trusted and valuable source of information in our field.

In the following sections, we will explore in detail how to generate leads with content according to the B2B Funnel stage, providing practical strategies and tips based on industry best practices and the latest developments in content marketing and SEO.

What is a B2B sales funnel?

A B2B sales funnel, also known as a sales funnel, is a model that describes the journey a potential customer takes from first contact with your brand to final purchase. This journey is divided into several stages, each with its own set of characteristics and content needs. Have you ever wondered how you can leverage this process to increase your sales and convert more visitors into customers? Read on!

Importance of content in each stage of the funnel

Content is a powerful tool in B2B marketing. At every stage of the funnel, content plays a crucial role in guiding potential customers through their buying journey. From awareness creation to the purchase decision, the right content can help your prospects better understand your products or services, see the value you can offer, and ultimately make the decision to buy. Are you ready to discover how you can create effective content for each stage of the B2B funnel?


Leads generation funnel B2B

B2B funnel lead generation

Before we dive into each stage and its content, let’s pause for a moment to understand the key characteristics of each stage.

Stage of awareness (TOFU)

The awareness stage, also known as TOFU (Top of the Funnel), is the first stage of the B2B sales funnel. In this stage, prospects are beginning to realise a problem or need they have and are looking for information to better understand their situation. The goal of content in this stage is to educate prospects about their problem and introduce them to your brand as a source of valuable information. How can you do this effectively?


Consideration stage (MOFU)

The consideration stage, or MOFU (Middle of the Funnel), is when potential customers have already defined their problem and are looking for possible solutions. At this stage, content should help potential customers understand how your products or services can solve their problem. This can include product comparisons, case studies, webinars and more. Are you ready to learn how to create effective content for the MOFU stage?


Decision stage (BOFU)

The decision stage, or BOFU (Bottom of the Funnel), is when potential customers are ready to make a purchase decision. At this stage, content should help prospects make their final decision by providing detailed information about your products or services, customer testimonials, free trials and more. Want to know how you can create content that converts leads into customers?


Creating content for the awareness stage (TOFU)

The main goal of the TOFU (Top of the Funnel) stage is to attract the attention of potential customers and make them aware of their problem or need. But wait, what’s more important – keeping them hooked!

At this point you have the opportunity to capture the attention of your target audience, but without launching a direct sales pitch. Sounds intriguing, doesn’t it? At this stage, we must be subtle and captivating. Why? Well, because the user is not yet ready to buy, so it is essential to avoid direct mentions of your company or products. Instead, we should focus on being a reliable source and providing valuable information.

With this in mind, it is important to note that the types of content that work well at this stage are those that educate and inform. This can include blogs that provide detailed information about a common problem in your industry, infographics that break down complex concepts in a visual and easy-to-understand way, educational videos that explain how to address a problem or improve a situation, and social media posts that share useful tips and promote discussion and engagement.

Remember to focus on becoming a trusted resource for your potential customers, providing them with the knowledge they need to better understand their problem and start looking for solutions.


Examples and tips for TOFU content

Imagine you’re browsing social media and you come across a post that instantly captures your attention – that’s what happens when you choose the right channels for your Buyer Personas! Social media posts are an excellent choice for the TOFU phase. They allow you to reach your target audience effectively and generate interest right from the start.

How about an infographic – a visual and easy to digest format! Infographics are like informative works of art. You can present data, concepts and key insights in an engaging and memorable way. It’s like giving a tasty morsel of information to your potential customers.

Now, a blog post is always a jewel in your TOFU content crown. Why not provide answers to the key questions that arise from your keyword research? Get your potential customers to find the answers they need and establish your company as an authority in the field. Education is power!

But wait, there are more ways to captivate your audience in the TOFU phase. How about making short and sweet videos? Focus on addressing the problem rather than offering a direct solution. Make your potential customers feel identified and understood. After all, we all want someone to understand our problems!

Quizzes and games are a great way to learn about your users and their problems while entertaining them. You can create interactive content that challenges your potential customers and allows them to discover more about their needs – a touch of fun never hurts!

Last but not least, e-books and whitepapers are like deep treasure troves of knowledge. Dive into your BPs’ problem and provide detailed and enriching content. These more extensive materials showcase your expertise and build confidence in your company.

There you have it, a list of ideas for your TOFU content! Now, it’s your turn to put these ideas into practice and captivate your potential customers right from the start. Remember, at this stage, it’s all about providing value, educating and arousing interest.


Creating content for the consideration stage (MOFU)


The MOFU (Middle of the Funnel) stage is a critical stage where we encounter a variety of interested prospects that need to be qualified, i.e. we need to determine how ready they are to move up the sales funnel. This process is known as “Lead Scoring”.

At this stage, our users have already identified their problem and are actively looking for solutions – and this is where you and your amazing products or services come in! Unlike the TOFU stage, in the MOFU stage it is appropriate and beneficial to talk about what your company can offer.

But how do we captivate our potential customers at this crucial stage? The key is to show them how your products or services can solve their problem. This can include case studies that demonstrate how your product or service has helped other customers, webinars that provide a deeper insight into your offerings, and product guides that explain in detail how your products or services can be the solution that potential customers are looking for.

Keep in mind that at this stage you need to educate potential customers, but at the same time, direct them to the best solution, which is your product or service.


Examples and tips for MOFU content

Welcome to the fascinating world of MOFU (Middle of the Funnel) content, where the power of persuasion meets the demonstration of results! At this crucial stage of the sales process, the aim is to show your potential customers the real value of your product or service and how it can make a difference in their lives. Get ready to discover examples and tips that will help you create effective MOFU content and captivate your prospects. Let’s dive into the world of MOFU!

Imagine a blog post that answers a more specific and concrete question. How to achieve it? Through keyword research, you can identify the topics that most interest your potential customers at this stage of the funnel. Provide detailed and useful answers, showing them that you are the subject matter expert and that you are here to address their concerns.

But wait, there are more ways to stand out in the MOFU. Case studies are a powerful tool to show your potential customers how your product or service has solved other customers’ problems. These success stories allow them to visualise the tangible results and benefits they could get from choosing you as a supplier – nothing like concrete evidence to build trust!

Now, whitepapers and e-books come into the picture to provide detailed information on a specific topic, including solutions. These extensive resources allow you to drill down into the details, demonstrating your expertise and helping your potential customers better understand the value proposition you offer.

But wait, there are more ways to captivate in the MOFU. How about a webinar where you can provide valuable training? This allows your prospects to learn directly from you, cementing your position as an industry leader and demonstrating your commitment to their success.

We can’t forget how-to tutorials, where you can provide step-by-step instructions to solve specific problems. Show that you not only have the solution, but that you are also willing to guide them through the process.

Last but not least, comparisons are another option to help your potential customers evaluate different solutions on the market. Keep in mind that this is not a comparison between vendors, but an unbiased comparison between available options. This allows them to make informed decisions and see for themselves why your product or service stands out.

There you have it, a range of brilliant ideas for your MOFU content! Now, it’s your time to shine and show your potential customers the value you can bring to their lives and businesses. Remember, at this stage, it’s all about showing, not just telling – get ready to captivate and convert those prospects into happy, satisfied customers!”


Creating content for the decision stage (BOFU).

At the BOFU (Bottom of the Funnel) stage, which is the last stage of the sales process, potential customers are ready to make a buying decision. At this point, it is crucial to provide them with effective content that helps them take that final step. Targeting a specific audience of highly qualified prospects interested in your products or services is critical.

To succeed at the BOFU stage, it is important to present your product in a clear and compelling way. An effective way to do this is through product demonstrations, where you can show how your product works and highlight the benefits it offers. By allowing them to see your product in action, you are giving potential customers the opportunity to understand its usefulness and how it can solve their needs or problems.

In addition to product demonstrations, other forms of content that are effective at this stage include free trials, testimonials from satisfied customers and special offers. Free trials allow potential customers to experience your product or service for themselves, giving them the confidence to make an informed decision. Testimonials from satisfied customers are a powerful persuasion tool, as they demonstrate the satisfaction of others who have already purchased your product or service.

Finally, special offers, such as coupons, discounts or exclusive promotions, can be an additional incentive for potential customers to make a purchase decision. These offers give them an additional benefit or financial incentive to make the purchase at that moment.

Are you ready to discover how you can create these types of content effectively and make the most of the BOFU stage? With the right approach and the right resources, you can influence your prospects and turn them into satisfied customers.


Examples and tips for BOFU content

An example of BOFU content could be a product demonstration that shows potential customers exactly how your product works and how it can benefit them. This type of content can be extremely persuasive, as it allows potential customers to see your product in action.

One tip for creating effective BOFU content is to focus on eliminating any doubts your potential customers may have. At this stage, it is important to provide all the information they need to feel comfortable making a purchase.



Summary of key points

Creating content for each stage of the B2B funnel is an effective strategy to guide your leads through their buying journey. By providing the right content at each stage, you can educate your prospects, show them how your products or services can solve their problem and help them make an informed buying decision.

  • Steps to take to create effective content for each stage of the B2B funnel
  • Understand the stages of the B2B funnel and the content needs of each.
  • Create content that educates and informs at the TOFU stage.
  • Show how your products or services can solve problems at the MOFU stage.
  • Help potential customers make a buying decision at the BOFU stage.
  • Always remember to provide value to your prospects and focus on their needs.

With these steps, you’ll be well on your way to creating a content strategy that engages prospects, guides them through their buying journey and ultimately converts them into customers. Need help getting more leads or customers ready to buy your solutions? Contact us! We are experts in the field.

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