Introduction
If you’re serious about generating meaningful leads and maximising return on your marketing investment, having a basic customer funnel isn’t enough. Success lies in how well it is applied with strategy, clarity, and the right execution.
At Fantastic Media, our paid media team led by Dom Senior and Liam Lawson has worked with B2B brands across sectors to turn strategic thinking into commercial outcomes.
In this article, we’ll give you a snapshot of how we help our clients achieve cut-through, create demand, and drive leads. Not by chasing clicks, but by building long term value from awareness to conversion.
In B2B marketing, where buying decisions are considered and over a long period of time, your marketing needs to guide, influence, and convert.
Here’s how we approach it.
Stage 1: Get Seen by the Right People (Awareness)
In any B2B space, visibility among the right decision-makers is the starting point. But generic brand awareness doesn’t cut it. You need to show up where it counts, on the right platforms, with messaging that builds credibility and opens doors.
We’ve helped industrial, manufacturing and engineering businesses do just that, building relevance and reputation in the right markets.
When done right, awareness isn’t just noise, it becomes the foundation for real commercial opportunity.
Real world example:
For our client SEW-Eurodrive, a global gear motors and drives manufacturer, we tested a wide range of creative formats across a broad, but relevant, audience. By relevant, we mean audiences that could be potential customers of SEW and are in the industry demographics of existing customers.
This approach allowed us to identify which segments responded best. As a result, impressions and clicks spiked by more than 80%, putting the brand firmly on the radar of new prospects.
Stage 2: Turn Attention Into Interest (Consideration)
Visibility means nothing without trust. Your audience needs a reason to care, and a reason to believe you’re the right partner.
That’s why we work with B2B brands to create campaigns that don’t just educate, they influence. Through strategic targeting and smart creative, we help turn interest into consideration.
We’ve seen this approach consistently unlock new sales conversations and move prospects to convert.
Real world example:
For manufacturing client APS, we launched a gated PDF campaign aimed at retargeted audiences. Retargeting simply means serving tailored ads to users that have previously engaged with you, whether through acknowledging your brand, or interacting with your on or offline activity.
This initiative increased Marketing Qualified Leads (MQLs) for the sales team to action by over 33% each month, proving the power of nurturing with valuable content.
Stay Front of Mind
B2B journeys are rarely one click. They span weeks or months, involve multiple people and decision makers, and cross-platform. We help brands stay visible and relevant throughout that process.
Consistency across platforms isn’t just nice to have, it’s how modern B2B decisions are made.
Why Paid Social + PPC = Real Results
Some agencies pick a channel and stick with it. We know that combining paid social and PPC creates far greater impact, reaching both active searchers and passive decision makers.
Our campaigns are designed to meet buyers wherever they are in the journey and move them to action. That’s how we’ve helped clients shift from sporadic enquiries to a sustainable, scalable leads.
The Takeaway for B2B Decision Makers
If your marketing is focused only on the bottom of the funnel, you’re missing the bigger picture. The brands winning in B2B marketing right now are the ones taking a joined-up approach combining brand awareness, trust-building and conversion-focused activity in one strategy.
At Fantastic Media, we don’t just talk about the funnel, we make it work. For your business, your sales team, and your bottom line.
Ready to turn clicks into qualified pipeline? Speak to Fantastic Media’s paid media experts today and let’s map your full-funnel B2B strategy.
