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

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4 Answers
Digital Marketing Strategy
  1. Melissa Perez
    Melissa Perez

    Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America • 7mo

    Pipeline and scoring are huge for us. However, when a lead is not qualified or not moving through our channels, we take a few approaches. 1- We take our colder leads and put them into a nurture campaign based on their behaviors. This will give them engaging content to hopefully pass that lead score and help them be a warmer lead for our sales team to present the use case most relevant based on their behavior. 2- We also send our customers our getting started webinars and hands on workshops if we ...Read More

    564 Views
  2. Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

    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' ...Read More

    585 Views
  3. Fanette Jobard
    Fanette Jobard

    Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

    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 convers ...Read More

    537 Views
  4. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    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.

    730 Views

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