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 o...