From Funnel to Ecosystem: How to Redesign Your Buyer-Centric B2B Strategy
Discover why the marketing funnel is obsolete and how to build a B2B growth ecosystem centered on the buyer experience. Strategies applied in companies from Argentina and Latin America.
For years, B2B marketing relied on a single metaphor: the funnel.
But in 2025, buyers no longer behave like drops falling in a straight line.
Today’s journey is multidimensional, emotional, and collaborative.
And that calls for a new model: the experience ecosystem.
Why doesn’t the funnel work anymore?
- 83% of buyers do their own research before contacting sales.
- 70% reach the conversation with a decision already made.
- The most influential sources are peers, communities, and form-free content.
The problem isn’t a lack of leads, but a disconnect between the real buyer and the marketing strategy.
From Funnel to Ecosystem
A marketing ecosystem connects three areas that used to work in isolation:
- Marketing: attracts with educational value and conversational content.
- Sales: guides the decision with personalized information.
- Customer Success: turns clients into promoters.
When these three parts work together, demand flows naturally.
Keys to Redesigning Your B2B Strategy
- Map Invisible Points of the Journey
Today’s buyer moves through spaces you can’t track: WhatsApp, private communities, recommendations. Listen more, measure less. - Create “Helpful” Content
Ask yourself: Does this content help the buyer make a decision? If not, it’s just noise. - Include the Sales Team from Day One
The most effective campaigns are born when marketing and sales craft the message together. - Measure Trust, Not Just Clicks
New metrics like pipeline velocity or advocacy rate reveal the true health of the relationship.
Applied Example:
In a recent project, an industrial company in Argentina reduced forms by 35% and increased qualified inquiries by 60%—simply by using helpful content and testimonials.
No more traffic. Just more empathy.
The future of B2B marketing isn’t linear—it’s relational. Leaving the funnel behind doesn’t mean losing control; it means gaining connection. And that connection is what turns audiences into lasting relationships.
At MarkLovers, we help companies that are ready to build their own growth ecosystem.
Get in touch now, time is gold.
