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What is Pipeline Marketing

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An introduction to pipeline marketing and how Bizible has moved to revenue generation.

Published in: Marketing
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  • Top-of-the-funnel metrics are still useful, but there’s so much more that can be done today... - more touchpoints - more customer decisions - more content - more channels - more testing Understanding the customer journey is tough… ...but it’s more important than ever.
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What is Pipeline Marketing

  1. 1. WHAT IS the story of how Bizible marketing became accountable to revenue generation PIPELINE MARKETING?
  2. 2. It’s why our marketing team now works toward one goal: revenue. Pipeline Marketing is our strategy for revenue growth
  3. 3. As marketers, we didn’t always optimize for the most-important metric.
  4. 4. The metrics we were reporting didn’t allow us to persuasively prove the value of our marketing spend...
  5. 5. Fellow marketers experienced our conundrum, but didn’t know how to fix it... ...We didn’t either.
  6. 6. What channels do our customers come through? Burning questions we were asking ourselves… How can we better target audiences? Which marketingtactics had themost impact?
  7. 7. We really needed to know which marketing strategies were generating revenue for the company.
  8. 8. So we went looking for a solution...
  9. 9. We tried two things: 1 Measure our marketing performance by: - opportunities created - revenue generated - new customers closed
  10. 10. We tried two things: 2 Collect and use data from the entire funnel when making decisions.
  11. 11. Using metrics like... Revenue by channel Revenue by lead source Opportunities by keyword Opportunities by channel … helped us prove our impact on the bottom line.
  12. 12. Using these metrics convinced us of three things... 1. Lead generation should not be our only focus. 2. Marketing doesn’t make sense without a clear connection to revenue and sales. 3. Using and optimizing for top-of-funnel metrics only gives us half the picture.
  13. 13. We were shocked by what we learned.
  14. 14. Marketers often optimize for the wrong KPI’s. Getting to know this story… leads pageviews social shares email open rates Lead Conversion Marketing Qualified Sales Qualified
  15. 15. ...when they should know this story. opportunities customers revenue Lead Conversion Marketing Qualified Sales Qualified Sales Opp Customer
  16. 16. We realized just how strange marketing sounds without a clear connection to sales and revenue.
  17. 17. Hello, I am a marketer and I help grow companies. Imagine explaining marketing to aliens... Ooooooo…. How do you prove the value you create?
  18. 18. With pageviews, bounce rates, & visit duration metrics! Imagine explaining marketing to aliens... …………….
  19. 19. Imagine explaining marketing to aliens... I’d rather talk tothe sales team.They actuallymake money.
  20. 20. Top-of-the-funnel metrics are still useful, but there’s so much more that can be done today... - more touchpoints - more customer decisions - more content - more channels - more testing Understanding the customer journey is tough… ...but it’s more important than ever.
  21. 21. When marketers can't see a buyer's journey from beginning to end, they're unable to optimize their marketing dollars to generate more customers. Which might be why….
  22. 22. Only 1 in 5 marketers earn top marks from the C-Suite for their ability to prove their value and contribution, compared to 1 in 4 marketers in prior years. - Marketing Performance Management, 2015
  23. 23. Only 1% of leads turn into revenue for the average company. And top performers don’t even get to 2%. - Forrester
  24. 24. Only 25% of leads are legitimate and should advance to sales. - Gleanster Research
  25. 25. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. - MarketingSherpa
  26. 26. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. - MarketingSherpa Ah, that sucks!
  27. 27. Pipeline marketing focuses on a comprehensive view of the sales funnel, making decisions based on on the final stage -- revenue. It’s about optimizing all aspects of marketing to widen the funnel at every stage to maximize growth. Lead Conversion Marketing Qualified Sales Qualified Sales Opp Customer
  28. 28. Pipeline Marketing took three steps: 1. Connect sales and marketing data 2. Measure marketing’s performance based on customers and revenue. 3. Expand every stage of the funnel using bottom-of-the-funnel data.
  29. 29. And answered some important questions... How much better are we at acquiring new leads customers?
  30. 30. And answered some important questions... When can we expect leads revenue from our marketing campaigns?
  31. 31. And answered some important questions... Can we show our impact and contribution to the bottom line?
  32. 32. Pipeline marketing helped us make important distinctions. Lead Generation Contacts creation Top-of-the-funnel focus Slows sales Less efficient budget Excludes conversion marketing such as retargeting and nurturing Pipeline Marketing Revenue creation Full - funnel focus Accelerates sales More efficient budget Includes conversion marketing such as retargeting and nurturing
  33. 33. Most importantly, we showed how much value we generated. We started using the same metrics our sales team was using to measure our performance. This inspired our organization to make a complete shift to a Pipeline Marketing strategy.
  34. 34. Other organizations have found success, too. 75%said sales and marketing were more aligned 5xhigher lead to opportunity conversion 87%increased marketing ROI
  35. 35. And that’s Pipeline Marketing.
  36. 36. Who else is doing Pipeline Marketing?
  37. 37. Join us in the Pipeline Marketing Revolution LEARN MORE AT BIZIBLE.COM

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