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b2b brand | Why B2B brand marketing Is no longer a funnel, it’s a flow

The Buyer’s Journey Isn’t a Funnel. It’s a Flow. Here’s How to Adapt.

Author

Sophie Bruxner-Randall
April 01, 2025

b2b brand is your weekly source for essential B2B insights, trends, and expert analysis to inform your business decisions.

B2B Brand Vol. 19: Why B2B brand marketing Is no longer a funnel, it’s a flow

The shift from funnel to flow: How to engage with your buyers.

If you’re still thinking of B2B marketing in terms of a traditional funnel, you're not alone. Many brands have relied on the classic Ad → Landing Page → Download → Email → Buy model for years.

But the buyer's journey has changed. The reality is, today’s buyers move between touchpoints and channels in a non-linear way. They jump from blogs to videos to reviews to social media before making a decision. It’s no longer about guiding them down a fixed funnel, it’s about creating a flow that lets them engage with your brand on their terms.

According to a recent McKinsey report, the fastest-growing B2B companies align their messaging with decision-stage buyer needs, avoiding jargon and focusing on what truly matters. Buyers expect flexibility, and your content strategy needs to adapt accordingly.

What’s the Difference Between a Funnel and a Flow?

Content Funnel:

  • Ad → Landing Page → Download → Email → Buy

  • A linear, step-by-step process that forces buyers through a rigid path.

Content Flow:

  • Buyers jump between social media, website, videos, reviews, and email based on what they need at the moment.

  • A seamless experience across channels, allowing buyers to engage with content organically.

Why the Buyer’s Journey Has Changed

📌 Forrester reports that 68% of B2B buyers engage in their research before ever talking to sales. They consume content across multiple channels and touchpoints, often in a non-linear fashion.

Today’s buyers are empowered with information at their fingertips. They read blogs before watching videos, check social proof after downloading a whitepaper, and engage with social media while actively researching solutions. Understanding this dynamic is essential to adapting your strategy to meet them where they are.

How to build a content flow that works for today’s B2B buyer

1️⃣ Create Interconnected Content

Content should be part of an ecosystem. For example:

  • A YouTube video that links to a relevant blog post.

  • The blog encourages a newsletter sign-up.

  • The newsletter drives traffic to your website for social proof, where you showcase why you're the go-to expert.

This keeps buyers engaged across multiple touchpoints, moving through your content seamlessly.

2️⃣ Break Down Silos Within Your Organisation

Content flows work best when teams collaborate effectively.

 📌 According to the Content Marketing Institute, integrated content strategies produce 33% better ROI than fragmented efforts.

3️⃣ Use SEO-Optimised Blogs to Power Your Channels

Blogs aren’t just for SEO. They can fuel your entire content strategy:

  • Turn blogs into email newsletters.

  • Break them down into LinkedIn posts or social media snippets.

  • Include calls-to-action that encourage buyers to engage with your other content.

4️⃣ Give Buyers Control Over Their Journey

Buyers today want to feel in control. They don’t want to be pushed down a rigid funnel.

 📌 A Demand Gen Report study found that buyers who feel in control of their journey are 70% more likely to engage with the brand.

By creating a content flow, you give your buyers the freedom to engage when and how it works for them. It’s a more natural, flexible approach that puts them in control while still guiding them toward your desired outcome.

Why Do Flows Work Better?

Traditional funnels can feel restrictive, as they force buyers through a rigid process. But today’s buyers want flexibility; they want to move through your content on their own terms.

Content flows meet buyers where they are, allowing them to move between channels and touchpoints as they feel comfortable. It’s an approach that respects their pace and preferences, rather than forcing them into a linear journey.

📌 According to HubSpot, 80% of customers prefer personalised experiences, where they can control how they engage with content.

The Bottom Line

Buyers don’t want to be pushed down a one-size-fits-all funnel. They want to move through your content organically, at their own pace. Content flows allow for that flexibility, providing a seamless, engaging experience across all channels.

By breaking down silos, creating interconnected content, and giving buyers control, you’ll build a content strategy that works for today’s sophisticated B2B buyer.

📩 Want to meet buyers where they are at?

Contentive - Download our media pack to discover how our strategies can help you engage buyers through seamless content flows.

Download our Audience Intelligence Report to see how over 200,000 subscribers engage with content across different channels.

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B2B Brand brings you cutting-edge insights on the B2B landscape — from marketing tactics and sales enablement to the latest industry trends. We deliver real-world strategies from industry leaders, helping you engage buyers, close deals, and build long-term success.

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