Pipeline Marketing

Pipeline Marketing, the process that focuses on the entire pipeline rather than just the top, is being embraced by more B2B and B2C marketers with sales teams than ever before.

Metrics that embrace more of the funnel – sales opportunities, pipeline and revenue – are increasingly the significant marketing metrics for establishing plans, optimizing engagement and measuring success.

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Using these whole of pipeline metrics is paying off. Pipeline marketers are more likely to hit their revenue than those sticking with traditional approaches, see better alignment with wider business objectives, be aligned with their sale colleagues and be perceived as revenue centres.

There is a significant divide in marketing organisations, between those who have gone through digital transformation and are putting in efforts to demonstrate their revenue value and those who are still activity and lead based.

Successful marketers today understand the big picture and work tirelessly to align with and impact fundamental business objectives – and are achieving this with a Pipeline Marketing mindset. By connecting marketing and sales data, successful marketers are empowered to make smarter decisions and set goals based on the ultimate goal of marketing – sustainable, predictable and healthily growing revenue.

By applying RPMG's Pipeline Marketing Solutions, we help you address the following "pain points" that we hear about on a regular basis from your B2B marketing colleagues: 

  • Capturing valuable, high quality leads

  • Reducing cost per lead

  • Working with sales to improve conversion further down the pipeline

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Despite the continuing maturity of marketing technology and analytics systems and the ability to capture more complex data and insights, far too many organizations are still adhering to metrics such as lead volume to measure their performance and prove value.

Optimizing for lead quantity versus lead quality creates problems, including misalignment with the sales team, inefficient media spend and being perceived as a cost centre as opposed to a revenue and profit driver.

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There is a significant difference in the types of leads you can generate.  Marketing Qualified Leads (MQL’s) are vastly different from Sales Qualified Leads (SQL’s).  Marketing reaches out to potential prospects and puts information in front of them to entice interest.  When people do engage, a lead is captured.  These are Marketing Qualified Leads (MQL’s). They have shown at least a minimal amount of interest, but at this stage, you do not really know whether they are real prospects.

After the first engagement, your sales development team will take over the interaction in an attempt to determine whether they are Sales Qualified Leads (SQL’s).  You need to make sure you have the right product, the potential customer has the budget and capability to purchase, and whether the B2B MQL’s are worth moving forward.  Once that vetting process has been completed, you can separate truly qualified sale leads for which your team can focus its efforts.

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Improvement necessary in lead conversion to drive a 10% increase in sales, and a 35% increase in profitability and valuation.

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Average first-year increase in lead conversion enjoyed by 158 RPMG clients post-engagement.

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To accurately calculate the Return on Investment of marketing, marketers must be able to provide a direct line of sight between their costs and the resulting revenue created by their activities. Surprisingly (and disappointingly), only 21% of marketers say that they do this consistently.

Given that the majority of marketers are connecting all of their costs to the resulting revenue created, it’s not hard to understand that most marketers are only mildly confident in their plan to achieve their revenue goals.

Marketing organizations that plan based on revenue (compared to marketing organizations that plan based on leads) are:

  • 31% more likely to be confident that they will hit their revenue goal

  • 66% more likely to report positive ROI

  • 58% more likely to be aligned with sales

Read our white paper on managing the costs of lead generation and conversion

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Over half of marketers are lukewarm - at best, about their degree of alignment with sales.  If you ask sales the same question the response is far worse.

Alignment between departments is something that marketers should make a priority.  Not only are there significant performance related benefits achieved when marketing and sales work together, it's simply impossible for an organisation to effectively drive revenue without marketing and sales complementing each other.  It just can't work any other way.

Every marketer today must assume accountability for performance against strategic business objectives and revenue targets.

Who owns the pipeline?  More importantly, who should own it?  Read more by clicking on the image.

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