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 Spoiler alert: according to Hubspot the dead funnel has been replaced by a flywheel.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:
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!