Problems We SolveBy Use CasePipeline Generation

Playing the long game with pipeline generation

While many marketers still focus on top-of-funnel lead generation, which remains the most predictable foundation for pipeline generation, more and more marketers are being measured for their contribution to pipeline, which requires an expanded approach and greater alignment with sales. Pipeline generation in today’s environment isn’t getting any easier!

Pipeline generation challenges

Buyers are getting more complex

As our data indicates – and we’ve all experienced, buying groups are getting bigger, and when combined with today’s digital-first buyer, companies are struggling to cut through the noise and drive effective engagement let alone standout amongst the sea of competitors!

Sales and marketing aren’t aligning

Oil and water. Mars and Venus. Pizza and pineapple. Despite our best efforts, sales and marketing alignment remains a core challenge. In fact, our data shows that only 15% of Sales and Marketing teams have overlapping KPIs. How can there be alignment without shared goals and metrics?

Budgets and targets aren’t matching up

It’s no secret – reductions to budgets and resource constraints remains marketers’ top challenge. Combine that with increasing targets that to many marketers (42% actually!) seem nearly impossible, and the idea of generating pipeline can be overwhelming!

Despite these challenges, we’re confident that there’s a bright future for marketers to not only generate pipeline, but to align with sales, and to be on the front lines of accelerating growth within their organisations.

It’s time for marketers to embrace this new norm!

We’re not saying it’s easy, but with the right approach we’re confident that Marketers can embrace these challenges and come away as heroes!

Strengthen alignment

Alignment begins and ends with shared goals and metrics. Understand what matters to your sales counterparts. From there, it’s key to ensure you are targeting the same set of accounts. And then align on your campaigns. Which means the messages and set of motions that are going out into market. Who, what, where, when, why, how often and to what extent. See – as simple as primary school English!

Increase efficiency

We all know we must do more with less. But how? Combining our data with our experience, we believe it starts with strengthening your foundation – your data. Too much precious time is being spent cleaning up incomplete if not wrong data, and that’s time that should be spent better understanding and engaging your prospects and accounts. From there, build with scale in mind. For example, create great content that can be easily personalised to better engage your unique audiences. And last but not least, embrace new emerging technologies such as GenAI. From ideation to summarisation, GenAI can be a marketer’s best friend if you embrace it.

Improve performance

With a few small steps, marketers can see significant improvements in their campaign performance and ultimately their impact to pipeline. It starts with taking an integrated approach – thinking beyond the lead. Understanding your buyers journey and aligning your efforts around it. And even as a demand marketer, it’s imperative you both understand and appreciate the importance of creating memorable brand experiences. In fact, it’s the best way to differentiate your product from your competitors!

At Pipeline360, we’re committed to helping marketers achieve – if not exceed their pipeline targets. Branded Demand, our unique approach to driving predictable pipeline, combines the power of advanced content syndication with targeted digital advertising to drive real impact to the accounts that you care about.

What B2B marketers are saying?

Pipeline360’s ability to spin up campaigns fast made it a no-brainer for us. It’s the least risky way to start filling up a database with a good cost per lead.

Andrew Racine VP of Demand Generation & Growth
Writer

What B2B marketers are saying?

The Pipeline360 team has worked hard to create strong relationships with our team. We need complex targeting solutions so the more a vendor understands our business, the more willing we are to work with them — and Pipeline360 has shown they’re investing in the relationship and able to pivot with us as necessary.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

We’ve continued to leverage Pipeline360 because we see clear ROI and we’re happy with the quality of our partnership. We see no need to even consider another solution because Pipeline360 has helped us accomplish everything we’ve wanted.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers, they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms Marketing Director
Hammer

How It Works

Branded Demand your guide to high-quality leads

Blending demand generation with brand awareness is your new superpower. This dynamic duo is the key to capturing high-quality leads at scale. Here’s a snapshot of how it works.

Step 1

Select a piece of branded content to promote.

Step 2

Syndicate your content through our publisher channels – giving you access to more than 150M global B2B buyers.

Step 3

Layer in display ads to reinforce brand awareness and stay on buyers’ radar.

Step 4

Our governance engine cleans, de-dupes, and validates leads for global compliance.

Step 5

Real-time analytics give you visibility and optimisation throughout the campaign.

Step 6

Your sales team receives the highest quality leads available, ready to nurture or engage.

Exceptional Leads. Exceptional Support.

Learn more about how Hammer secured more than €1M influenced opportunities

Read full case study

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers across key accounts within our ICP, and then nurture those leads across digital display, but they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms

Marketing Director, Hammer

See what
Branded Demand
can do for you.

High-quality leads. Heightened brand awareness. Both can be yours – we’ll show you how.