Pipeline Marketing: 3 Tips for Industry Events
Historically, marketers have used lead generation—the process of creating new contacts for the sales team—as a primary metric for their success. This measurement can assure that quantity will easily begin taking precedence over quality, and sales teams become tasked with the time-suck of following up on leads that are not ready to speak with a salesperson or perhaps not even interested at all. Rather than focusing and measuring the top of the funnel (lead generation) activity, and then passing those leads down to sales, pipeline marketing focuses on identifying where each lead falls within your buying cycle, delivering content that…
- Date: July 24, 2018
- Author: Victor Kippes
- Category: Blog