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

Matt Hummel
Pipeline360 Vice President of MarketingDecember 12

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!

379 Views
Erika Barbosa
Counterpart Marketing Lead | Formerly Issuu, OpenText, WebrootApril 10

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.

716 Views
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