B2B sales cycles are long and complex. Your funnel must map to the buyer's journey. Here's how to architect a full-funnel B2B system.

Awareness: The Problem Unaware Stage

Buyers don't know they have a problem yet:

Buyer State

Doesn't know they need a solution
Not actively searching
Unaware of your company

Your Goal

Create awareness and educate:

Blog posts addressing industry challenges
Social media content (LinkedIn, Twitter)
Webinars and educational events
Thought leadership (speaking, PR)
SEO content (rank for problem keywords)

Metrics to Track

Brand searches
Content consumption (blog views, video watches)
Social engagement
Website traffic growth

Consideration: Evaluating Solutions

Buyers know they have a problem and are researching solutions:

Buyer State

Knows they need a solution
Researching options
Comparing vendors
Reading reviews and case studies

Your Goal

Position yourself as the best solution:

Case studies and success stories
Comparison content ("Us vs. Competitors")
Product demos and free trials
ROI calculators
Customer testimonials
Retargeting ads (they've visited your site)

Metrics to Track

Demo requests
Case study downloads
Pricing page visits
Comparison page views
Time on site

Decision: Why Us?

Buyers are ready to buy and choosing between final options:

Buyer State

Narrowed to 2-3 vendors
Ready to make decision
Needs final proof and reassurance

Your Goal

Close the deal:

Sales conversations and demos
Custom proposals
Reference calls with customers
Pilot programs or proof of concept
Urgency and scarcity messaging
Final objections handling

Metrics to Track

Sales qualified opportunities
Proposal sent
Deal value
Win rate
Sales cycle length

Mapping Content Assets to Stages

Each stage needs different content:

Awareness Stage Content

Blog posts: "10 Signs You Need [Solution]"
Infographics: Industry statistics
Videos: Educational content
Podcasts: Industry discussions
Social posts: Tips and insights

Consideration Stage Content

Case studies: "How [Company] Achieved [Result]"
Webinars: "How to Choose [Solution]"
Comparison guides: "Us vs. Competitors"
ROI calculators
Product demos

Decision Stage Content

Custom proposals
Reference calls
Pilot programs
Implementation guides
Security/compliance documentation

Identifying Gaps in Your Current Funnel

Audit your funnel to find gaps:

Gap Analysis Questions

Do you have content for each stage?
Are leads moving from awareness to consideration?
Are consideration leads converting to customers?
Where are leads getting stuck?
What content is missing?

Common Gaps

Awareness gap: Not enough top-of-funnel content
Consideration gap: Missing case studies or demos
Decision gap: No sales enablement materials
Retention gap: No post-sale content

Conclusion

B2B funnels must map to the buyer's journey: awareness (problem unaware), consideration (evaluating solutions), and decision (why us). Create content for each stage, map assets to buyer needs, and identify gaps in your current funnel. The result? A funnel that guides buyers from awareness to customer.