Four Strategic Ways to Reignite B2B Funnel Performance

Across the B2B landscape, marketing leaders are facing a new form of disengagement. Buyers aren’t overtly rejecting outreach; instead, they are quietly stepping back. Email response rates decline, digital ad performance fluctuates, and buying processes pause without warning. This “quiet quitting” of the funnel reflects a deeper challenge: today’s decision-makers are saturated with information and increasingly selective about where they place their attention.

Research from Salesforce shows that nearly 70% of millennial B2B buyers complete the majority of their purchase journey online before speaking with a sales representative. That reality places greater responsibility on marketing to reach and influence buyers earlier—and in a way that resonates. Simply increasing message volume or adding more automated touchpoints no longer suffices. In fact, it often accelerates disengagement.

Moving Beyond Volume to Precision

When disengagement takes hold, the instinct is often to do more: more emails, more ads, more activity. But what today’s environment requires is not more noise, but greater relevance and orchestration. Addressing this shift begins with understanding how and why buyers disengage and then adapting strategies to meet them with the right content, at the right time, in the right context.

Four Areas of Focus

In our new Forbes article, we outline the four areas where marketing leaders can take practical steps to re-engage buyers who have grown silent. Without giving away the full framework, these include:

• Evaluating content through the lens of true buyer relevance.
• Rethinking how channels are sequenced and integrated.
• Recognizing signals of buyer interest that go beyond surface-level clicks.
• Ensuring the accuracy and completeness of the data guiding outreach.

Each step reflects a move away from volume-driven tactics toward more thoughtful, evidence-based engagement strategies.

Why It Matters

For marketing leaders, the implications are significant. Restoring momentum in the funnel requires more than campaign optimization—it calls for a disciplined approach that balances data, empathy, and precision. At its core, it’s about building the trust that buyers need to progress with confidence -- and, according to LinkedIn research, 94% of marketers agree that trust is essential to B2B success.

The message is clear: the silence in your funnel is not indifference. It is an opportunity to reconnect more thoughtfully.

? Read the full Forbes article to explore our complete four-step framework for re-engaging today’s B2B buyers, and go here for our client case studies. We also invite you to reach out to our team to have a conversation about our award-winning B2B2C database, custom audience building services, and more at request@outwardmedia.com.