At Hubspot #Inbound18, CEO Brian Halligan made a bold claim when he declared the sales funnel dead. We explored that notion in a recent blog. Spoiler alert: according to Hubspot the dead funnel has been replaced by a flywheel. We’ve also been talking about pipeline marketing, a newer concept that leverages data to improve lead conversion. Both are relevant and important conversations to have especially for content and demand generation strategies in to-Channel marketing and Partner recruitment.
In this episode of Channel Maven TV (#CMCtv,) join Heather K. Margolis, CEO and Ashley Haga, as they take a deeper dive into pipeline marketing and share insights on:
Why Pipeline marketing is the evolution of lead generation
How to leverage the benefits by focusing on sales qualified leads
Which strategy gains more traction, lead quality or lead quantity
How to recognize and properly nurture a sales qualified lead in order to close more deals
As Heather highlights, just because a lead is sales qualified, doesn’t mean they’re ready to buy right now. And that’s where pipeline marketing comes in. Instead of relying on the traditional funnel - which emphasizes quantity over quality in lead generation - try identifying, marketing to, and nurturing sales qualified leads through social media and content development. It’s a similar, but different, approach to the way marketing qualified leads are nurtured, just with a twist.
Interested in learning more about how pipeline marketing works for Partner recruitment and enablement? We’re happy to help!