One of the most important decisions to be made when designing a lead-to-revenue (L2R) strategy is the type of B2B marketing funnel model to support your revenue goals. It comes down to two major flavors: wide or narrow funnel. A large number of high-quality leads at a low cost-per-lead sounds great in theory; but there is almost always a trade-off between quantity and quality – unless you are willing to spend exorbitant sums to achieve this goal. Let’s take a closer look at the two funnel models. About Us: Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or under-performing marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally. The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants. To find out more, visit http://www.fusionmarketingpartners.com.

1. Christopher Ryan, CEO
Boost
Revenue…
…with the Right B2B Marketing Funnel

2. B2B Marketing Funnels
Your lead-to-revenue
(L2R) strategy and B2B
marketing funnel
model must support
your revenue goals.
Basically, there are two
types: wide or narrow
funnel.
EDIW
$$$$
RNA R O W
$$

3. There is almost always a trade-
off between
- quantity and quality –
unless you are willing to spend
exorbitant sums to achieve this
goal.
Higher average
quality Lower average
quality
High Cost Per Lead
Low Cost Per Lead
Quality vs Quantity

4. -

5. Wide Funnel – Type A
This type of funnel creates
lots of activity early in the
lead-to-revenue process
by casting a wider net.
Goal:
• to get lots of suspects
to opt-in
Process:
• use personal (usually via
telephone)
• can supplement with
automated methods
• qualify suspects and
turn them into
prospects
• ask for very little
information (e.g. name
and email address)

6. End Game of Wide Funnel Model:
Encourages response
and your content
offer is targeted at
those who are earlier
in their buyer’s
journey.
Separate the wheat from the
chaff after the opt-in.

7. Narrow Funnel – Type B:
This model is narrow at the top.
Goal:
• to generate fewer opt-ins – but
with a much higher average
quality than type A.
Process:
• offer content that is useful for
prospects closer to a buying
decision
• ask for lots of information from
the prospect.

8. Reduces response
from those who are
the buyer’s journey.
End Game of Narrow Funnel Model:
Separate the wheat from the
chaff before the opt-in.

9. By the Numbers: Type A vs Type B

10. Common Themes
Costs to fill top of the funnel may be the same
with either model.
Go through same qualification and selling steps and
once the leads are qualified…achieve same
conversion metrics with either model.
Result: be equally productive with either model
from a revenue standpoint.
Save some expense because of the reduced cost of
personal lead qualification on the narrow funnel.

11. Benefits of Narrow Funnel
Huge disadvantage – you don’t get to keep talking to
the people who opted-in but were not yet ready to
engage.
Keeps your inside and direct sales reps focused on
prospects that are more likely to buy in the short-term.
Your marketing messaging and opt-in process
discourages those not currently in the market for
your products or services.

12. Limitations of Funnel B
600 inquiries
that you don’t
get a chance to
nurture and
convert into
qualified leads at
a later date.
$

13. Once you have paid for the initial acquisition, you can often convert
these prospects into opportunities at little or no cost.
Advantages of Wide Funnel
You can often get another 50-75% sales
downstream from the pool of those not ready to
engage in the short-term.
Using the example on previous slides, using the
narrow funnel model could cost you another 10-15
sales.

14. Which B2B Marketing funnel is right for you?
Funnel
A (Wide)
Funnel
B (Narrow)
• Consider the
ramifications of each
approach.
• Make the right decision
before you lock in your
marketing programs.
• Usually, the wide funnel
(type A) is
recommended, but
there are exceptions.
Read the complete blog
here.

15. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
 Brand building/messaging
 Website optimization
 Content creation
 Lead Generation
You Get This:
 Much greater levels of awareness
 Higher quantities of qualified leads
 Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.co
m719-357-6280