Pipeline Marketing funnel steps and analysis

Pipeline Marketing encourages the analysis of results to learn faster.

Just like science, pipeline marketing is an experiment that includes a hypothesis and results.  We cannot become attached to the hypothesis but rather stay focused on results; adjusting as we go. By using this strategy and working through the marketing pipeline we will be able to save valuable time and effort.

Marketing lead generation that focuses heavily on the top of the funnel will often deliver metrics misaligned with the overall business goals. Why? Leads converted at the top of the funnel are the furthest from the sale when people are not looking to buy or simply not yet aware of the value that your product can offer them. Pipeline Marketing, on the other hand, takes a complete view of the funnel, making decisions at all stages of the pipeline and ultimately focusing on revenue.