You can truly transform your B2B sales if you understand how the sales funnel has evolved. Gone are the days of the linear path from awareness to action; today’s sales funnel is a complex, zig-zag journey. Buyers no longer move predictably from one stage to the next but constantly switch between digital and in-person research, often revisiting earlier steps before making a decision.

Why the Sales Funnel is No Longer Linear

Today's buyers are more informed than ever. With digital resources at their fingertips, they conduct extensive research, consult peers, and evaluate multiple solutions independently. This has created a web of interactions, feedback loops, and decision points that define the modern sales funnel.

Buyers frequently move back and forth between stages. For example, they may identify a problem, explore solutions, and then return to redefine the issue. Multiple stakeholders, each with unique perspectives, often debate and reassess throughout the process. Digital research and in-person engagement have become intertwined, as buyers switch between online content and face-to-face meetings, blending both channels throughout their journey.

Navigating the New Sales Funnel Stages

Understanding that the sales funnel is now dynamic and multi-directional is crucial. B2B marketers and sales teams need to adapt their strategies:

• Facilitate Information Sharing: Make sure all content—white papers, case studies, etc.—is accessible and addresses different buyer concerns.
• Support Both Digital and In-Person Interactions: Offer webinars, online demos, chat support, as well as in-person meetings and events.
• Engage Multiple Stakeholders: Develop content that speaks to various decision-makers within the buying group to build consensus.
• Create Always-On Content for Validation: Provide resources like ROI calculators, customer testimonials, and validation checklists to support buyers throughout their journey.

By aligning your strategy with the modern sales funnel, you can meet buyers where they are, provide the right information at the right time, and build stronger relationships with multiple stakeholders. This approach can boost your conversion rates and create more loyal customers.

Read the full blog post here.