After working with 250+ B2B companies, we see the same three problems:
Not enough leads
Most clients come from referrals
No clear positioning
This is our a 6-stage funnel that turns cold traffic into closed revenue.
1. Traffic generation
Get in front of the market through multiple channels running in parallel.
Content: LinkedIn, YouTube, Instagram, Podcasts, X, SEO/GEO, Facebook, TikTok.
Outbound: LinkedIn campaigns, email campaigns, cold calls, 1:1 DMs, events, conferences, gifting, dinner invites.
Ads: Meta, LinkedIn, Reddit, Google, review platforms, influencer marketing, event sponsorships, press, billboard/TV, AI search ads.
Partnerships: PR articles, referral programs, affiliate programs, co-marketing, directories, white-label, integrations, co-selling, resellers, marketplaces.
2. Lead capture
Turning traffic into contact details you can follow up on:
Lead magnets and gated content
Webinars and online meetings
Community signups
Newsletter subscriptions
Offline meetings and events
Social engagement (likes, comments, follows)
Product signups and free trials
3. Lead nurture
Keep educating cold traffic until they trust you enough to buy.
Email flows through the CRM.
Retargeting ads on Meta, LinkedIn, and Google.
SDR touchpoints via Nooks, Instantly, and HeyReach.
In-app messages for product-led touchpoints.
4. Conversion
Build a website that converts before sales ever gets involved.
Video demo above the fold
Case studies with real customer outcomes
Testimonials across every high-intent page
Free tools that solve a slice of the problem
Guides, playbooks, and benchmarks for education
5. Qualification
Filter leads automatically so sales only touches right-fit accounts.
Score every inbound lead against ICP criteria.
Enrich with Clay, Apollo, BetterContact, and Findymail.
Route Tier 1 leads to reps for manual follow-up.
Enroll Tier 2 leads in automated sequences.
6. Retention and expansion
Build a dedicated motion for maximizing customer LTV.
Track product usage and account health.
Run structured expansion plays around renewals, upsells, and cross-sells.
Launch referral and advocacy programs.
Turn customers into repeat buyers through community and events.
A lot of B2B companies have one or two of these stages figured out..
The mistake is treating each stage as its own project. The funnel only compounds when every stage feeds the next.
If you want help building the full playbook for your team…
Book a meeting here.
We'll walk you through it.