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.
What is Pipeline Marketing?
The process of connecting marketing activity with account based revenue results in the CRM.
For more than six years, RenderTribe has been calibrating a digital vehicle that provides visibility into the unique relationship between marketing output and the sales pipeline within the B2B customer buying process. This movement toward marketing accountability by CEOs and entrepreneurs alike is driving change and breaking old marketing and sales paradigms.
Pipeline Marketing encourages the analysis of results to learn faster.
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.