What Is a Marketing Funnel? How B2B Companies Can Build a Funnel That Converts

What exactly is a marketing funnel — and why does it matter so much for B2B businesses? In this episode of The RAW Spotlight, Emily Au sits down with Ready Artwork CEO Victor Huynh to break down one of the most fundamental concepts in marketing: the funnel. From top-of-funnel awareness to mid-funnel nurturing and bottom-of-funnel conversions, Victor explains how understanding your customer's mindset at every stage can dramatically improve your marketing results. They explore why many B2B companies struggle to convert leads, the common mistakes businesses make (especially skipping the mid-funnel), and how tactics like SEO, paid ads, email drip campaigns, webinars, and trade shows fit into a cohesive funnel strategy. If your leads aren't turning into deals — or you're unsure how to measure funnel performance — this episode will give you clarity, structure, and actionable insights. So, get comfortable, settle in, and get ready to be inspired.