Lesson 1.Use of the traditional Sales Funnel in B2B Marketing

The Sales Funnel model delineates how marketers generate leads at the top of the funnel, before qualifying them as Marketing Qualified Leads and passing them to sales teams when enough interest has been identified, for them to close at the bottom.
This lesson discusses the traditional model and explains why marketers need to navigate the Dark Funnel as well to have a better understanding of the buyer’s journey

Lesson 2.Putting theory into practice

This lesson offers a practical guide by explaining how marketers use the Sales Funnel, as well as how they navigate the Dark Funnel. To illustrate, we will explore these strategies in the context of a fictional Track&Pay software development company as an example

Lesson 3.Sales Funnel best practices and limitations

The goal of a Sales Funnel is to organize marketing and sales efforts to convert as many visitors into paying clients as possible, but it’s essential to understand the limitations of this model and be realistic about the results that it can bring.
Additionally, in this lesson you will find recommendations for tools and metrics that can help you qualify, score, and nurture leads within the funnel

Lesson 4.Reimagining the Sales Funnel

Depending on your goals, processes, and nurturing practices in place you might want to consider using alternative models for understanding and coordinating your buyer's journey.
This lesson presents several options and discusses the specificities of their use