what is pipeline marketing
TRANSCRIPT
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WHAT IS
the story of how Bizible marketing became accountable to revenue generation
PIPELINE MARKETING?
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It’s why our marketing team now works toward one goal: revenue.
Pipeline Marketing is our strategy for revenue growth
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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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What channels do
our customers
come through?
Burning questions we were asking ourselves…
How can we better target audiences?
Which marketing tactics had the most impact?
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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:
1Measure our marketing performance by:- opportunities created- revenue generated- new customers closed
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We tried two things:
2Collect and use data from the entire funnel when making decisions.
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Using metrics like...
Revenue by channel Revenue by lead sourceOpportunities by keywordOpportunities 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…
leadspageviewssocial sharesemail open rates
Lead Conversion
MarketingQualified
SalesQualified
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...when they should know this story.
opportunitiescustomersrevenue
Lead Conversion
MarketingQualified
SalesQualified
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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Hello, I am a
marketer and
I help grow
companies.
Imagine explaining marketing to aliens...
Ooooooo….How do you
prove the value you create?
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With pageviews,
bounce rates, &
visit duration
metrics!
Imagine explaining marketing to aliens...
…………….
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Imagine explaining marketing to aliens...
I’d rather talk to the sales team. They actually make money.
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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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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 1 in 4 marketers in
prior years.- 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.- MarketingSherpa
Ah, thatsucks!
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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
MarketingQualified
SalesQualified
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
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
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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.
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Other organizations have found success, too.
75%said sales and
marketing were more aligned
5xhigher lead to opportunity conversion
87%increased
marketing ROI
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And that’s Pipeline Marketing.
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Who else is doing Pipeline Marketing?