B2B Funnel Blueprint

What is the B2B Funnel Blueprint?

The Funnel Blueprint helps helps you visualize your marketing funnel to improve it quickly.

It allows you run a workshop with your team to plan all your marketing programs. It’s meant to be used across both acquisition and expansion funnel to define your buyer journey deliver a revenue marketing strategy and the integrated programs that will help fuel your growth.

The Funnel Blueprint will help you:

• Pick one north-star metric for acquisition & expansion
• Determine the core acquisition funnel programs that your team will run
• Plan specifically how to expand each account as part of your expansion funnel
• Deliver a balanced approach to full-funnel marketing with integrated marketing programs
• Define the metrics you will report on at each stage of the funnel
• Align assets and offers that you will use at each stage of the funnel
• Define a consistent set of funnel metrics and goals and align on the owners

How does the B2B Funnel Blueprint work?

The purpose is to duplicate the template slides and run a workshop with your team

Template Slides

You’ll duplicate the slides in the deck and update them based on your program

• Acquisition funnel summarize key programs for new customer acquisition
• Expansion funnel - summarize key programs for existing customer expansion
• Bowtie funnel summarize campaigns & offers across acquisition and expansion
• Marketing program detail - highlight the key aspects of each program and what is included
• Funnel Stage KPIs - specify the leading and lagging indicators for each funnel stage
• Marketing Program Reporting - create a simple reporting methodology to simplify results

Workshop Process

• Have marketing leaders define the core programs and campaigns that you currently have in-market using the Acquisition and Expansion Funnel example slides
• Review where you have gaps and opportunities for growth
• Discuss as a team - highlight key insights on current state and discuss the future state
• Have your entire team share ideas on what will help improve results - individually and anonymously
• Divide and conquer - build future marketing plans (using the Growth Template)