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The B2B Marketing Funnel

How To Build Brand Awareness, Generate Quality Leads & Accelerate Sales With Performance Marketing

There are three different stages of a consumer's relationship with your brand, visualised by the marketing funnel below. It shows the way a potential customer goes from becoming aware of your brand to contacting your business.

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As you already know, having custom-built, engaging landing pages is essential for the success of your campaign. How you portray your brand, your products or service directly influences the likelihood of users converting.

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From Brand Awareness To Lead Generation

1. Brand Awareness 

Brand awareness is the first step that leads prospects to develop an instinctive preference towards your brand and its products or services. Brand awareness establishes trust. The more familiar people are with something, the more they trust it and gravitate to it. Therefore, it is important to get your name out there. An easy way to tell people what makes your brand and business stand apart from the rest could be through social media and search engine campaigns.

2. Interest & Desire  

Once potential customers or clients recognise your brand, they move on to the interest & desire stage, they have to compare several products/services and decide if yours is the one they want to learn more about or sign up for. It is essential in this stage that you offer a strong unique selling proposition (USP) to your potential customers. Introduce them to case studies, webinars, or blogs to show them what your product can do to solve their problem.

3. Lead Generation  

Lastly, there is the bottom of the funnel.

In this stage, they are considering purchasing your product/service. Now you can start building leads. Offer a form to your prospects, so they can type in their contact information to learn more about what you offer, sign up to a free demo or trial. You can additionally ask them to sign up for your newsletter or download your latest white paper. Just keep in mind that the material you are offering reassures them that the purchase they make with you is the right choice.

Once potential customers or clients recognise your brand, they move on to the interest & desire stage, they have to compare several products/services and decide if yours is the one they want to learn more about or sign up for. It is essential in this stage that you offer a strong unique selling proposition (USP) to your potential customers. Introduce them to case studies, 

Brand awareness is the first step that leads prospects to develop an instinctive preference towards your brand and its products or services. Brand awareness establishes trust. The more familiar people are with something, the more they trust it and gravitate to it. Therefore, it is important to get your name out there. An easy way to tell people what makes your brand and business stand apart from the rest could be through social media and search engine campaigns.

Lastly, there is the bottom of the funnel.
In this stage, they are considering purchasing your product/service. Now you can start building leads. Offer a form to your prospects, so they can type in their contact information to learn more about what you offer, sign up to a free demo or trial. You can additionally ask them to sign up for your newsletter or download your latest white paper. Just keep in mind that the material you are offering reassures them that the purchase they make with you is the right choice.  

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