Accelerate pipeline with Pardot: B2B Marketing Automation by Salesforce
Introduction to-pipeline-marketing-140819133512-phpapp01
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Marketers have been using "lead generation" (the process of creating new contacts) as a metric for well over a decade. However, even as marketing analytics systems have been able to get more complex and track new insights, far too many haven't changed. The problem with lead generation is that it focuses too heavily on the top of the funnel, weighting too much towards quantity. This causes misaligned goals with sales, marketing being seen as a cost center, and media teams optimizing for cost per lead rather than true business growth. Once you consider this, it’s not a bit surprising that 99% of leads never convert into customers, according to Forrester. If your intention is to grow your business, shouldn’t you want to focus on generating customers and revenue, not leads? The solution is pipeline marketing. Pipeline marketing is the next evolution of lead generation that focuses on connecting marketing and sales data to enable decision making based on revenue. Pipeline marketing is inclusive of all channels and campaigns. It's the what where content marketing, inbound marketing, lead nurturing, and growth hacking are the how. Once a company has fully adopted the pipeline marketing mentality, it opens up new opportunities. At Bizible the marketing team does not carry a lead goal. We only measure marketing success by closed revenue, therefore making decisions based on what will bring the most money, even if it generates lower amount of leads or opportunities. Hundreds of top companies from a broad range of industries have adopted pipeline marketing. Want to be a trailblazer? Learn more about Bizible marketing analytics and how it can help.
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Lead
Marketing Qualified
Sales Qualified
Opportunity
Deal / Revenue
LeadGeneration
PipelineMarketing
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