FAT FUNNEL DESIGN AND IMPLEMENTATION

Get more business from your existing customers, leads and relationships.

Second Order helps B2B businesses grow through systematic follow-up, relevant marketing and sales processes that work together.

We design and implement the marketing, processes and systems needed to keep relevant prospects in view and develop existing accounts.

Review your Funnel

EXPERIENCE BEHIND SECOND ORDER

20+ years in B2B
Founded, grew & sold a B2B media company
AFR Fast 100
Technical & industrial markets
Symptoms

Indicators that you need a Fat Funnel

This is particularly common in B2B businesses, where sales cycles are longer and less linear, relationships and offline interactions play a major role, and attribution is harder, but more important.

  • You meet useful people at trade shows, follow up the keen ones, then lose touch with the rest.
  • A quotation goes quiet, but nobody knows whether the project was lost, deferred or simply needs a different conversation.
  • A good customer keeps buying the same product, while knowing very little about the rest of what you offer.
  • You know one person in a large account, but your understanding of its other divisions, decision-makers and needs is incomplete.
  • Salespeople know useful things about customers, but that knowledge doesn't consistently reach marketing or the rest of the team.
  • Referrals bring in good work, but there is no consistent approach to asking for introductions or developing those connections.

All of which can lead to wasted spend, missed growth opportunities, and false confidence about how well-placed the business is to handle change.

The solution

The Fat Funnel

In B2B, a lot of prospects aren't a yes or a no. They're a 'not yet'. They may remain relevant for months or years before a project, budget or change of role brings them back into the market.

A Fat Funnel keeps those relationships growing. You retain what you learn about people, understand their interests and timing, and stay in touch with information that is useful to them.

The same approach applies to existing customers. You keep learning about their business, understand who else is involved and make sure they know about the other products or services that could help them.

Each event, enquiry and sales conversation adds to the relationships and knowledge your business can use in future.

What we design and put in place

The work is customised to your business, customers and sales cycle. It can connect:

Customer and prospect development
‍Useful customer groups, account relationships, buying stages, deferred opportunities, cross-selling and referrals. Work out who is worth developing and what would be relevant to them.

Information
‍Capture and connect what sales, marketing and other systems know about those relationships, including the useful context from conversations and enquiries.

Marketing delivery
‍Plan and produce relevant content, emails and nurture programs. That includes creating the initial material and putting a practical communication schedule in place.

Sales follow-through
Agree ownership, next actions, quote follow-up and how opportunities move between sales and marketing. Make follow-up useful and manageable for the people doing it.

Systems and automation
‍Configure existing tools, connect information and reduce routine administration. Where different software is needed, we can help select and implement it.

Measurement and adoption
‍Set up useful reporting, test the approach with your team and improve it as you learn what is leading to conversations, opportunities and business.

THe SECOND oRDER DIFFERENCE

Why Second Order?

Hands-on experience

Chris Bland has spent more than twenty years running and helping B2B businesses. He founded and grew Monkey Media, which was recognised in the AFR Fast 100, before selling it in 2024.

B2B and industry-specific

Working closely with technical and industrial businesses gave him a clear view of how they build relationships and win work. He adopted the Fat Funnel approach in his own business, and Second Order helps other companies put it into practice.

Independent advice

We're independent of any particular platform. We start with how your business works, improve the tools and processes you already have where that makes sense, and introduce something new where it will help.

START A CONVERSATION

Getting Started

A Fat Funnel Review looks at how you manage these relationships now and what would be worth improving. You'll receive written recommendations on what to change first and why. If you already know what you want to improve, we can talk through the work directly. We'll agree what needs doing, and how to get started.

NOVEMBER 2026 OFFER: We are offering a limited number of free reviews. Apply today!

See the Fat Funnel Review →

Want to try on your own?

Download our workbook to start with your own Fat Funnel review.

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