Optimize Your B2B Funnel: Fixing the Middle
Michael Larmon
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Most B2B funnels break in the same place. Not at the top. Not at the bottom.
The middle.
This is where leads go quiet, deals slow down, and sales teams lose momentum.
The problem is not awareness. The problem is the handoff between marketing activity and sales action.
Here is how to fix the middle of your funnel so more deals move forward.
1. Improve Lead Quality Before You Scale Volume
You do not need more leads. You need clearer qualification.
Look at
- job titles
- buying triggers
- engagement history
- use case fit
Strong qualification reduces wasted time and improves conversion.
2. Build Nurture Tracks for Each Persona
Most buyers need education. Not a sales pitch.
Create simple tracks that match buyer needs.
Use
- short guides
- case studies
- problem-focused videos
- direct answers to common objections
When your message fits the problem, the buyer stays engaged.
3. Align Messaging Between Teams
Look at the last ten deals you won. Confirm how buyers described their pain.
Update your funnel messaging to match their words.
Keep language consistent across:
- website pages
- sales decks
- email sequences
- ads
Consistency builds trust and speeds up decisions.
4. Strengthen Sales Enablement
Provide sales with assets that address real questions.
Start with:
- a simple one-page problem summary
- two short customer stories
- a direct comparison sheet
These help sales guide buyers and cut friction in the middle of the funnel.
5. Track Movement, Not Activity
Middle-funnel reporting should answer one question:
Are buyers progressing or stalling?
Measure
- email engagement
- asset usage
- meeting speed
- conversion to SQL
- deal velocity
This shows where buyers slow down and why.
Final Thought
Fixing the middle of your funnel does not require new tools. It requires clarity, alignment, and simple actions that support buyer progress.
At White City Consulting Group, we help teams create full-funnel systems that turn interest into revenue.
