The Right Way to Measure Mid-to-End Funnel Performance in B2B

Mid-to-end-funnel measurement is all about evaluating how well your brand does at bringing your target audience closer to the actual buying decision; in other words, converting them from simply being aware of your brand, to considering and ultimately choosing your brand.

The middle of the funnel is one often neglected by marketers, as it typically sits between brand building and sales-led activities. However, without a healthy middle funnel, your prospective buyers may not feel connected enough to your brand; they may lose interest and move their attentions to competitors.

There are three key measurements we use at B2B International to evaluate brands in the middle-to-end parts of the funnel:

  1. Brand familiarity

    Firstly, we look at brand familiarity. Beyond brand awareness, it’s important to understand how well your target audiences actually “know” you. Are they familiar with your brand and your offering, or do they have a superficial relationship with the brand that may not go beyond the name?

    It’s important when assessing familiarity to look at the offering – the products and services provided – not just familiarity with the visual brand elements, for example, the name, logo, and visual identity.

  2. Further Reading
    How to Determine the Strength of Your B2B Brand
    How to Determine the Strength of Your B2B Brand
  3. Consideration

    Second, we look at consideration of the brand. Brands that are well-known are not strong unless they can convert top-of-funnel equity into end-of-funnel equity. An important part of this conversion is the extent to which your target audience would consider (or have considered) the brand as a potential supplier, employer, or value chain partner.

    Crucially, we measure consideration of your brand as well as competitors, to determine the size of the consideration set (or shortlist).

  4. Brand usage & share of spend

    Thirdly, we look at brand usage and share of spend or wallet. Ultimately, the aim of brand-building and funnel-driven marketing is to increase usage of your brand.

    We take a pragmatic approach to usage metrics, acknowledging the value of going beyond pure usage data to also understand lapse rates (current versus past usage), share of wallet or share of spend, and rates of primary usage – in other words, the proportion of your customers for whom you are the exclusive or the #1 supplier.

  5. Related Case Study
    Brand Health Tracking Research for EcoVadis

    To learn more about brand funnel metrics and the holistic approach we take to measuring the health and strength of B2B brands, check out our interactive brand research playbook.

    To learn more about the tailored brand awareness and brand health research programs we build for clients and to view related case studies, visit our brand research page.


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