A more realistic diagram of the B2B marketing funnel

Just have to share this terrific visualization posted in a blog article by Lori Wizdo of Forrester Research, Buyer Behavior Helps B2B Marketers Guide The Buyer’s Journey.

“The buyer’s journey looks at lot more like this,” writes Lori, “than the linear models (e.g., the funnel) that we usually use as a graphical representation.”

More realistic diagram of the B2B marketing funnel

“This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle. Understanding the customer journey across these touchpoints is essential to the success of any marketing program.”

Steven Woods of Eloqua has been talking about this transformative shift from sales to marketing for some time. I think it’s clear that the vision has become reality.

Read the full article here.

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