You can transform your sales if you truly understand how the B2B sales funnel has changed. The days of the simple, linear path from awareness to action are over. Today’s B2B sales funnel is a complex, zig-zag journey that demands a different approach. Our experience shows that buyers are no longer moving in a linear fashion from one stage to the next; instead, they constantly shift between digital and in-person research, revisiting previous steps multiple times before making a final decision.
Why the B2B Sales Funnel is No Longer Linear
The modern B2B sales funnel reflects a shift in sales funnel marketing due to several factors. Buyers are more informed, thanks to an abundance of digital resources. They no longer rely solely on salespeople for information; instead, they conduct extensive research, consult peer reviews, and analyze various solutions independently—all before even speaking with a sales representative. Research shows that this has created a web of interactions, checkpoints, and feedback loops that define the modern sales funnel.
A Journey of Constant Back-and-Forth
In the past, the B2B sales funnel was straightforward—buyers moved through clearly defined stages. But today’s buyers zig-zag across multiple sales funnel stages, switching between digital and in-person touchpoints in unpredictable ways.
- From Problem Identification to Solution Exploration, and Back Again: Today’s buyers often revisit different sales funnel stages multiple times. For example, they may start by identifying a problem, move on to exploring potential solutions, and then circle back to refine their understanding of the issue. This continual reassessment occurs as buyers uncover new aspects of the problem or face internal disagreements about what needs to be addressed.
- Managing Multiple Stakeholders and Internal Dynamics: Modern sales funnel marketing must consider the dynamics of multiple decision-makers. A buying group may involve various stakeholders, each with unique perspectives and criteria. This leads to situations like “Group Diagnostic Deployment,” where stakeholders debate the problem scope, or “Deconflicting Information Within Buying Group,” where internal conflicts over requirements or potential solutions arise. This involvement of multiple stakeholders means buyers frequently revisit earlier sales funnel stages.
- Frequent Transitions Between Digital and In-Person Channels: Buyers are continuously switching between digital channels (such as web searches, supplier website visits, and social media conversations) and in-person or virtual engagements (like expert consultations, internal meetings, and supplier demos). Buyers might begin by engaging in digital research—such as downloading a white paper—before transitioning to in-person activities like executive presentations or supplier meetings, repeating this cycle multiple times throughout their journey.
Digital Research and In-Person Engagements Intertwined
The modern sales funnel reflects a blend of digital and human interactions. Research shows that buyers spend over 70% of their journey conducting independent research online. However, this does not eliminate the need for personal interactions. In fact, in-person engagements are more critical than ever as buyers seek to validate their digital findings.
Buyers might start by attending a webinar to gather information, then move to a LinkedIn discussion or peer consultation for deeper insights. Finally, they may require in-person meetings with suppliers to see demos or ask targeted questions, reflecting a zig-zag pattern across multiple sales funnel stages.
Always-On Validation and Consensus Creation
One of the most significant changes in the sales funnel is the need for “always-on” validation and consensus creation. Today’s buyers require reassurance at every stage of their journey. Unlike the traditional linear model, where buyers moved sequentially through the funnel, today’s buyers frequently pause to validate their choices or align internally with other stakeholders.
Moreover, achieving consensus has become more challenging in an environment where multiple stakeholders with differing priorities must agree. This need for continuous validation and internal agreement often causes the sales funnel to feel more like a zig-zag journey than a straightforward path.
Navigating the New Sales Funnel Stages
Understanding that the B2B sales funnel is no longer linear but rather a dynamic, multi-directional process is crucial for B2B marketers and sales teams. Here are a few strategies to effectively manage these new sales funnel stages:
- Facilitate Information Sharing: Ensure that all content—from white papers to case studies—is easily accessible and addresses different buyer concerns at each stage of their journey.
- Support Digital and In-Person Interactions: Offer opportunities for both digital engagement (such as webinars, online demos, and chat support) and in-person meetings (through virtual consultations or live events).
- Engage Multiple Stakeholders: Develop content and engagement strategies tailored to different decision-makers within the buying group to build consensus and address individual pain points.
- Create Always-On Content for Validation: Equip your sales team with materials for “always-on” activities, such as validation checklists, ROI calculators, and customer testimonials, to help buyers make confident decisions.
Embracing the new sales funnel stages can significantly transform your B2B sales by aligning your strategies with how buyers actually make decisions today. No longer a linear path, the modern sales funnel recognizes that buyers engage in a dynamic, back-and-forth journey, blending digital research with in-person interactions. By adapting to this new reality, you can meet buyers where they are—providing the right information at the right time and fostering trust through both online content and personal engagement. This flexibility allows you to address evolving needs, build stronger relationships with multiple stakeholders, and ultimately guide them toward a confident purchasing decision, boosting your conversion rates and creating more loyal customers.
To learn how to map your sales funnel, and find a sales funnel template that will help you achieve your growth targets, sign up for Suhasini Kirloskar’s eLearning Course B2B Sales Growth and CRM Overview.
