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

1. WHAT
IS
the story of how Bizible
marketing became accountable
to revenue generation
PIPELINE
MARKETING?

2. It’s why our marketing team now
works toward one goal: revenue.
Pipeline Marketing is our
strategy for revenue growth

3. As marketers, we didn’t
always optimize for the
most-important metric.

4. The metrics we were
reporting didn’t allow
us to persuasively
prove the value of our
marketing spend...

5. Fellow marketers experienced
our conundrum, but didn’t
know how to fix it...
...We didn’t either.

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. We really needed to
know which marketing
strategies were
generating revenue for
the company.

8. So we went looking
for a solution...

9. We tried two things:
1
Measure our marketing
performance by:
- opportunities created
- revenue generated
- new customers closed

10. We tried two things:
2
Collect and use
data from the
entire funnel when
making decisions.

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. 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. We were shocked
by what we learned.

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. ...when they should know this story.
opportunities
customers
revenue
Lead
Conversion
Marketing
Qualified
Sales
Qualified
Sales
Opp
Customer

16. We realized just how
strange marketing sounds
without a clear connection
to sales and revenue.

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. With pageviews,
bounce rates, &
visit duration
metrics!
Imagine explaining marketing to
aliens...
…………….

19. Imagine explaining marketing to
aliens...
I’d rather talk tothe sales team.They actuallymake money.

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. 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. 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. Only 1% of leads turn into revenue for the
average company. And top performers don’t even
get to 2%.
- Forrester

24. Only 25% of leads are legitimate and should
advance to sales.
- Gleanster Research

25. 61% of B2B marketers send all leads directly to
Sales; however, only 27% of those leads will be
qualified.
- MarketingSherpa

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. 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. 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. And answered some
important questions...
How much better are
we at acquiring new
leads customers?

30. And answered some
important questions...
When can we expect
leads revenue from our
marketing campaigns?

31. And answered some
important questions...
Can we show our impact
and contribution to the
bottom line?

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. 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. Other organizations have
found success, too.
75%said sales and
marketing were
more aligned
5xhigher lead to
opportunity
conversion
87%increased
marketing ROI

35. And that’s
Pipeline Marketing.

36. Who else is doing Pipeline Marketing?

37. Join us in the
Pipeline Marketing
Revolution
LEARN MORE AT BIZIBLE.COM