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What is Pipeline Marketing?

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


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


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


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


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


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Burning questions we were asking ourselves… do hannels What c omers st our cu ough? hr come t How can we better target audiences? Whic hm tactic arketing s most had the impac t?


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


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So we went looking for a solution...


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


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


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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.


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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.


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We were shocked by what we learned.


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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


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


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


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Imagine explaining marketing to aliens... a Hello, I am and marketer I help grow . companies Ooooooo…. How do you prove the va lue you create?


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Imagine explaining marketing to aliens... views, With page tes, & bounce ra ion visit durat metrics! …………….


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Imagine explaining marketing to aliens... I’d rather talk to the sales tea They act m. uall make mo y ney.


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


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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….


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Only 1 in 5 marketers earn top marks from the C-Suite for their ability to prove their value and contribution, compared to prior years. 1 in 4 marketers in - Marketing Performance Management, 2015


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


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


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


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


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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


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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.


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


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


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


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Pipeline marketing helped us make important distinctions. Lead Generation Pipeline Marketing Contacts creation Revenue creation Top-of-the-funnel focus Full - funnel focus Slows sales Accelerates sales Less efficient budget More efficient budget Excludes conversion marketing such as retargeting and nurturing Includes conversion marketing such as retargeting and nurturing


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Most importantly, we showed how much generated. value we 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.


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


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And that’s Pipeline Marketing.


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Who else is doing Pipeline Marketing?


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


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