Pipeline marketing combines sales and marketing data to focus on converting leads and prospects into customers instead of continuing to generate more leads. Entrepreneurs can use pipeline marketing to make their sales process more efficient and less costly.
Think of pipeline marketing as a way to converge your sales and marketing efforts where they matter most. It’s a strategy that allows you to focus on the narrower part of your marketing funnel instead of the top.
The power of pipeline marketing lies in its ability to unite marketing and sales under one roof. This is particularly effective for entrepreneurs who have small teams. If you’re serving as both the marketer and the sales professional for your business, you have to think of those two activities as one unit.
Essentially, pipeline marketing allows you to directly connect your marketing efforts to future revenue. Instead of using marketing to generate leads and sales to close customers, you make it all part of the same process.
Lead generation and pipeline marketing are two different approaches to the same goal. Lead generation is all about volume — get as many email addresses and other forms of contact information as possible.
Pipeline marketing, on the other hand, is all about generating revenue from the leads who already exist. In other words, entrepreneurs focus more heavily on moving leads toward a sale.
A pipeline marketing campaign starts with a set of specific goals. Once you know what you want to achieve, you figure out the best way to unite marketing and sales activities and to put your strategy in motion.
Instead of focusing on lead generation, you focus on cost per opportunity. The lower the cost per opportunity, the greater your cash flow
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