Pipeline marketing is a B2B marketing strategy that aligns sales and marketing around the same goal of revenue generation. It differs from activity-based marketing, as it focuses on revenue, rather than campaign diagnostics and results.
So how do you move from activity-based marketing to B2B Pipeline Marketing? Start by prioritizing the right KPIs.
Every campaign, every call to action, every content asset should impact a key pipeline metric. If it doesn’t, you’re missing opportunities to drive more revenue and get more from your marketing budget — and you’re not alone.
Most leading businesses are using marketing automation tools, CRM platforms and other insightful technologies, but they’re not effectively working together to provide an integrated, customer-centric approach to help move leads through the B2B pipeline.
If you’re not meeting your conversion objectives and not attributing budgetary spend to revenue generation, we can help.