Why marketing funnels don't work for B2B and what to do instead

Marketing consultant Anna O'Riordan joins me, Ayo Abbas to challenge the B2B marketing funnel. Often heralded as the gospel of all types of marketing, we explore why traditional funnel thinking fails in B2B environments and share practical alternatives that actually work for complex buying journeys.oh and here are the two LinkedIn posts that sparked this conversation:Ayo's post https://www.linkedin.com/posts/ayoabbas_marketing-b2b-builtenvironment-activity-7342807335859331074-yGd4?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFPDJgBooVBV0bdyqCqr6gjVCXIR2mUhDAAnna's post https://www.linkedin.com/posts/annaoriordan_life-doesnt-fit-in-a-funnel-and-neither-activity-7341396652613607425-28Dd?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFPDJgBooVBV0bdyqCqr6gjVCXIR2mUhDAResources and linksAbbas MarketingAfand.coEsTeam.ProApril DunfordAlice Widger - Milk It DigitalKatelyn BourgoinChris WalkerAntonia Wade - Transforming the B2B Buyer Journey About the showThe Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.  Ways you can support this show 📲 Share about the show on socials🔗 Follow us on Apple or Spotify📝 Leave us a review on Apple or Spotify💬 Tell a friend about the show who you think will benefit.