A B2B lead funnel describes how strangers become customers: they discover you, engage, get qualified, talk to sales and buy. Mapping it shows exactly where you lose people and what to fix.
The six stages
| Stage | Goal | Tactics | Metric |
|---|---|---|---|
| Awareness | Get noticed by target accounts | Content, SEO, social, ads, outbound | Reach, visits |
| Interest | Start engagement | Lead magnets, webinars, replies | Leads |
| Qualification | Confirm fit and need | Scoring, discovery questions | MQL → SQL rate |
| Evaluation | Show the solution | Demos, audits, previews, case studies | Meetings, proposals |
| Decision | Win the deal | Proposals, references, negotiation | Win rate |
| Expansion | Grow the account | Onboarding, upsells, referrals | Net revenue retention |
Top of funnel
Targeted outbound and content. Volume matters less than fit; see improve lead quality.
Middle of funnel
Nurture and qualify. Short, useful emails and clear scoring; see B2B lead nurturing and lead scoring criteria.
Bottom of funnel
Make it easy to say yes: show the result (a demo or a preview of their new website), clear pricing, fast proposals and follow-up.
Finding the leaks
- Lots of leads, few meetings → targeting or offer problem
- Meetings but few proposals → discovery or fit problem
- Proposals but few wins → pricing, proof or follow-up problem
Shorten the evaluation stage: show prospects a preview of their new website before the first call.
Start free — no card neededor claim up to 3,000 FREE credits with a paid planTools for every funnel stage:
Basic
$9.99/month
11,500 credits a month
+ 1,000 FREE credits
- About 261 done-for-you leads
- or 88 AI website previews
- All features included
Pro
$39/month
50,000 credits a month
+ 1,500 FREE credits
- About 1,136 done-for-you leads
- or 384 AI website previews
- All features included
Premium
$79/month
105,000 credits a month
+ 3,000 FREE credits
- About 2,386 done-for-you leads
- or 807 AI website previews
- All features included
Frequently asked questions
What are the stages of a B2B lead generation funnel?
Awareness, interest, qualification, evaluation, decision and expansion. Some models compress these into top, middle and bottom of funnel.
How do I improve my B2B funnel?
Measure conversion between stages, find the biggest drop-off and fix it: targeting for top-funnel leaks, qualification for middle, proof and follow-up for bottom.