EXCLUSIVE
Course
Certification
Sales Funnel
in B2B Marketing
Know the model. Navigate what it misses
A practical framework to align your content strategy with each stage of the buyer journey – including the buying activity that never shows up in your funnel
4 lessons
7 videos
47 min
Practical activities
Earn a certificate when you finish this course
Demonstrates applied knowledge of the Sales Funnel in B2B Marketing. Shareable on LinkedIn
What you will learn
How the traditional Sales Funnel works in B2B marketing and why navigating the Dark Funnel is essential for a complete view of the buyer journey
How to put Sales Funnel thinking into practice using content, tools, and qualification strategies at each stage
How to apply Sales Funnel best practices, recognize its limitations, and use the right metrics to qualify, score, and nurture leads
How to evaluate alternative buyer journey models and decide when a different framework better fits your goals and processes
Course curriculum
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
- 4 lessons
- 7 videos
- 47 min
- Practical activities
Trusted by your peers
Abigail Cox
Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.
Rohitpal Singh
Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.
Lisa S.
Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!
Insights from practitioners
Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory
Arpine BabloyanSharon PalermoSharon PalermoSharon PalermoSharon PalermoSharon Palermo
VP of Global Demand Generation, ThreatConnect
Who is this for?
B2B marketers and sales professionals who want a clear, practical understanding of how the buyer journey actually works – and how to build strategies that convert at every stage, including the stages they can't directly see
INFUSE Academy courses are free for all INFUSE clients and partners.
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Arpine Babloyan
Arpine brings a wealth of expertise in marketing automation, demand generation, and conversion optimization to her role, driving impactful results for organizations.
As the VP of Global Demand Generation at ThreatConnect, Arpine leverages her extensive experience in advertising, communications, and digital marketing to enhance demand generation efforts on a global scale. Her career spans various roles in journalism, writing, and event management, providing her with a unique perspective on consumer behavior and social psychology.
Arpine's specialties include copywriting, creative writing, online marketing, SEO, PPC, and the use of tools such as Eloqua to optimize marketing campaigns. Her multifaceted background enables her to craft compelling marketing strategies that effectively engage and convert audiences
As the VP of Global Demand Generation at ThreatConnect, Arpine leverages her extensive experience in advertising, communications, and digital marketing to enhance demand generation efforts on a global scale. Her career spans various roles in journalism, writing, and event management, providing her with a unique perspective on consumer behavior and social psychology.
Arpine's specialties include copywriting, creative writing, online marketing, SEO, PPC, and the use of tools such as Eloqua to optimize marketing campaigns. Her multifaceted background enables her to craft compelling marketing strategies that effectively engage and convert audiences
Featured in courses:
Dan Dillon
Dan Dillon is an experienced software and technology marketing executive known for leading and executing strategies that drive profitable revenue growth. As the Chief Marketing Officer at Xcite Automotive, Dan leverages his deep expertise in nurturing growth for seed, Series A, and private-equity-backed companies. His extensive experience includes collaborating with boards, investors, M&A teams, analysts, and the press.
Dan's impressive track record features five early-stage companies successfully acquired by strategic partners and private equity. His ability to work across all facets of business growth and acquisition strategies underscores his capability to deliver exceptional results
Dan's impressive track record features five early-stage companies successfully acquired by strategic partners and private equity. His ability to work across all facets of business growth and acquisition strategies underscores his capability to deliver exceptional results
Featured in courses:
Michael Phelan
With over 12 years of experience as the Principal and Founder of Go-to-Market Pros, Michael Phelan specializes in uncovering B2B buyer insights and devising effective marketing and sales strategies that deliver quantifiable results. Michael has a proven track record of driving revenue growth and enhancing customer retention for startups, early-stage companies, and mature enterprises across a range of industries, including SaaS, document management, consumer electronics, healthcare IT, and telco/cable.
As a creative and accomplished sales and marketing consultant, Michael leverages his MBA and his deep expertise in product development, product management, demand generation, distribution and partnership development, eCommerce, and digital marketing to provide innovative, customized solutions for his clients. He is also a highly effective social media networker, a thought leader in sales and marketing, and a LinkedIn social selling trainer, with a top 1% LinkedIn Social Selling Index (SSI) rating and a B2B Innovator Award in 2020. Michael's mission is to empower his clients to achieve their revenue and growth goals through cutting-edge go-to-market strategies and insightful guidance
As a creative and accomplished sales and marketing consultant, Michael leverages his MBA and his deep expertise in product development, product management, demand generation, distribution and partnership development, eCommerce, and digital marketing to provide innovative, customized solutions for his clients. He is also a highly effective social media networker, a thought leader in sales and marketing, and a LinkedIn social selling trainer, with a top 1% LinkedIn Social Selling Index (SSI) rating and a B2B Innovator Award in 2020. Michael's mission is to empower his clients to achieve their revenue and growth goals through cutting-edge go-to-market strategies and insightful guidance
Featured in courses:
Rob Griffin
Rob Griffin is the Senior Vice President and Global Head of Agency Development at Intentsify. He is dedicated to applying best practices and innovative thinking in the continuously evolving digital landscape. A firm believer in the reciprocal learning potential between B2B and B2C marketing, Rob sees Account-Based Marketing (ABM) as the next frontier in digital B2B, utilizing privacy-compliant intent and first-party data in more integrated and programmatic activations. He also notes the B2C shift towards first-party data-driven experiences as cookies and third-party data become less prevalent.
Rob thrives on transforming disruption into opportunity by combining brands, people, culture, ideas, and new technologies. His approach ensures that every day in the digital marketing world is exciting and dynamic
Rob thrives on transforming disruption into opportunity by combining brands, people, culture, ideas, and new technologies. His approach ensures that every day in the digital marketing world is exciting and dynamic
Featured in courses:
Wendy Lampert
Wendy Lampert is a performance-driven leader with over 10 years of experience in management, operations, and client relations. As the Senior Sales Operations Analyst at BILL, Wendy excels in engaging, empowering, and optimizing teams to support organizational goals and enhance operational efficiencies.
An enthusiastic and highly motivated leader, Wendy is known for her ability to learn quickly and her exceptional communication skills. Her extensive expertise spans project management, training and development, operations, human resources, and finance. Wendy's talent for identifying process, people, and technology weaknesses enables her to optimize organizational performance effectively. She is dedicated to self-improvement and continuously challenges her teams to exceed performance metrics
An enthusiastic and highly motivated leader, Wendy is known for her ability to learn quickly and her exceptional communication skills. Her extensive expertise spans project management, training and development, operations, human resources, and finance. Wendy's talent for identifying process, people, and technology weaknesses enables her to optimize organizational performance effectively. She is dedicated to self-improvement and continuously challenges her teams to exceed performance metrics
Featured in courses:
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