Visable 360
The B2B magazine for digital sales
Visable 360
The B2B magazine for digital sales

Trust funnel, not sales funnel: focus on customer loyalty

The classic sales funnel hardly reflects the needs of B2B marketing in a realistic way. The trust funnel, in contrast, honours the meaning of customer loyalty and satisfaction to a strong degree. Read here how this funnel is built up.

man talking to customer


The classic approach: sales or conversion funnel

The sales funnel reflects the customer journey – in other words, the path which the interested customer takes step by step on their way to a conversion:

  • The Top of the Funnel (ToFu) encompasses the awareness phase in which attention to the offer is generated.
  • The Middle of the Funnel (MoFu) includes the consideration phase in which the potential customer has already signalled a certain interest.
  • The Bottom of the Funnel (BoFu) covers the conversion phase in which leads are generated.

After each phase, potential buyers are filtered out who are not interested or do not have enough budget for the offer of a company. At the end of the sales funnel are therefore those customers leftover who commission orders or order products. Whether sales funnel, conversion funnel or marketing funnel – all of these usually describe the same concept but are named differently depending on the perspective of the respective department within a company.

Further development: trust funnel has a different focus

The trust funnel, too, cannot be clearly separated from the above-mentioned funnels, as the individual phases are not fundamentally different. The further development is based on a stronger appreciation of the conversion phase, which revolves around contact requests, orders and purchases. In other words: around the stations along the customer journey in which the customer concretely comes into play. And these stations do not end with a purchase in the trust funnel but consider the time after a purchase. After all, especially in B2B, it is important to continually build up a trusting relationship with the customer after a purchase. Mainly for these two reasons:

  • To meet customer needs in B2B, a much higher level of individualisation is required in many cases. The costs resulting from this are usually only returned within the scope of a long-term customer relationship.
  • In B2B, the customer relationship exists between several persons of all involved companies as a rule of thumb. To balance out and do as much justice as possible to this high number of opinions and voices requires intensive customer management, which contributes to building trust.

Measures for strengthening customer loyalty for B2B

To reinforce customer loyalty and thus the trusting relationship within B2B, a host of measures are possible:

  • The most important: remain in touch with the customer even after the purchase and offer your support.
  • Set up forums or special social media accounts to guarantee a fast dialogue.
  • Follow up after a certain time and ask the customer how satisfied they are with the product or service.
  • Implement professional complaint management in your company.
  • Provide your customers with new details time and again and application options for the product or service.
  • Send your customers personalised offers which provide added value, such as via a newsletter.
  • Reward loyal customers by offering discounts or with the use of a bonus programme.
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