Glossary B2B
Sales Funnel
A sales funnel is a structured process that guides prospects from initial interest to a closed sale. It represents the step-by-step journey that potential customers take, helping sales teams nurture leads and improve conversion rates.
The key stages of a sales funnel are:
Lead Generation (Top of Funnel – TOFU) – Attracting potential customers through content marketing, SEO, social media, ads, and events to generate awareness.
Lead Qualification (Middle of Funnel – MOFU) – Identifying prospects who show interest and engaging them with emails, webinars, product demos, and nurturing campaigns to evaluate their fit.
Proposal & Negotiation (Bottom of Funnel – BOFU) – The sales team presents tailored solutions, overcomes objections, and finalizes pricing to guide the prospect toward a purchase decision.
Closing the Sale – The prospect becomes a customer by signing a contract, making a purchase, or committing to a long-term deal.
Welcome to the most comprehensive and detailed B2B glossary on the internet, created by Gotoclient, a leading B2B marketing agency with over 15 years of experience working with top technology vendors across Europe. Our expertise in B2B demand generation, account-based marketing, and sales strategies allows us to provide the most accurate and insightful definitions of key industry terms.
