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

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

Author: Ayo Abbas, Marketing Consultant July 11, 2025 Duration: 37:37

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=ACoAAAFPDJgBooVBV0bdyqCqr6gjVCXIR2mUhDA

Anna'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=ACoAAAFPDJgBooVBV0bdyqCqr6gjVCXIR2mUhDA

Resources and links

Abbas Marketing

Afand.co

EsTeam.Pro

April Dunford

Alice Widger - Milk It Digital

Katelyn Bourgoin

Chris Walker

Antonia Wade - Transforming the B2B Buyer Journey

About the show

The 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.  

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Hosted by marketing consultant Ayo Abbas, The Built Environment Marketing Show carves out a necessary space for professionals in architecture and engineering. This isn't a general business podcast; it's a focused conversation on the specific strategies and tactics that resonate within the built environment. Ayo brings forward voices and perspectives that often go unheard in mainstream marketing discussions, ensuring the content is both relevant and refreshingly practical. Each episode is built on the premise that effective marketing for these creative, technical fields requires a specialized approach. You'll hear from experts who understand not just marketing theory, but what actually works when trying to reach clients, win projects, and build a reputation in these industries. The discussions move beyond abstract ideas to deliver actionable hints and tips you can apply directly to your practice. Tuning into this podcast means getting a candid look at the challenges and opportunities of promoting design and engineering services, all from a host and guests who have been in the trenches. It’s an independent resource dedicated to making marketing feel less like a foreign language and more like a powerful tool for growth.
Author: Language: English Episodes: 100

The Built Environment Marketing Show:  marketing strategies and tactics for architects and engineers