What tactics do you use when early opps aren’t progressing into qualified pipeline?

I've used a number of different tactics to progress early opps that aren't progressing. From a Marketing perspective, there are usually two overarching goals you can help with in this case - one is just creating continued awareness of your brand (be front and center / top of mind) and another is getting a meeting setup.

Typically to drive awareness in these cases you'd leverage display advertising. If you have a way to do that at an account level even better - and if you can personalize it that's even better!

For meetings, I've seen direct or dimensional mailers work, as well as getting face-to-face with a client. Take them to dinner or out for drinks. Go see them! It's a lot easier to get a deal done in person, especially in this post-COVID world where that just isn't happening at the same pace!

I usually think it's a matter of education. You might be doing great at the top of the funnel with awesome, entry-level content, or maybe you're using channels that bring in colder leads, like content syndication. But the question is: how do you get those leads more engaged and create a sense of urgency?

• One thing I'd do (if cookies were still a thing at Sentry!) is go all-in on retargeting. But retargeting doesn't have to be creepy! You can get creative and use it like a way to keep the conversation going – almost like email nurturing, but with ads. You can even create different stages and engage people at each stage.

• Of course, email nurturing is still super valuable. It's a great way to introduce your company and product and really focus on how you solve your target's pain points.

• Another tactic is to see if you can connect with other leads at the same account. Think about adjacent ICPs, like your ICP's manager or a colleague on a different team. It's like "meeting the family" and getting them on your side.

• Depending on your target audience, you could also try direct mail or event invites to try and speed things up.

When early opportunities aren't progressing into qualified pipeline, a few tactics that can be deployed consist of:

• Review targeting: Are you generating the right types of opportunities?
• Reevaluate the qualification process and pitch. Can the sales team better refine their qualification process?
• Provide additional value. Are you nurturing the opportunities in the best way?

Ultimately, you have to identify where the breakdown is happening to be able to identify the remedy.