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…

Sample Follow-Up Campaigns to Retain Your Leads

Keeping potential customers engaged without pushing too hard is a fine line: overwhelm them with outreach and your leads will likely bounce; but fail to follow-up quickly and accurately enough, and you risk losing your warm lead to a competitor. To retain—and then recycle—each lead available to your team will require expectation setting throughout your product’s lifecycle, and this demands teamwork between sales and marketing. For each campaign you run, marketers should aid your brand in understanding the motivations for each potential lead, and salespeople should follow-up with a cocktail of targeted data and personalized service. Particularly in the wake…