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Pipeline Marketing Blog

Beyond Clicks And Leads: How To Optimize Your LinkedIn Ads For Revenue

LinkedIn has become one of the most effective B2B marketing channels. In fact, according to a 2015 benchmark report by Content Marketing Institute and MarketingProfs, LinkedIn has been the top social media channel for B2B content distribution for the last three years, edging out Facebook and Twitter.

Because of its origination as a professional job-seeking network, and its subsequent development as a social network, it offers powerful professional targeting capabilities for B2B marketers that are unmatched by other marketing channels.

With maturing ad products, that now include ways to execute on account-based marketing strategies, we believe that it is worthwhile for marketing organizations to develop sophisticated LinkedIn strategies.

Keep reading Beyond Clicks And Leads: How To Optimize Your LinkedIn Ads For Revenue

Topics: linkedin

ABM Analytics: What Should You Focus On?

As account-based marketing (ABM) continues its rise in B2B marketing prominence, marketers who hope to find success must learn how to adapt to the nuances of an account-based system.

When it comes to measurement and analytics, if marketers continue to use the same metrics and goals that they used for demand generation, organizations will not see the success that they expect.

Keep reading ABM Analytics: What Should You Focus On?

Proven Tactics to Create Sales and Marketing Alignment

In a perfect world, sales and marketing teams are composed of the same people who share the exact same goals and targets. They’d be working harmoniously with one another, and every achievement would be the result of a seamless process that perfectly complements each department’s strengths and weaknesses.

Keep reading Proven Tactics to Create Sales and Marketing Alignment

The Account-Based Marketing Reporting Framework For Marketers Obsessed With ROI

We have a tremendous opportunity to use account data to understand which accounts we should invest our account based marketing efforts.

Every marketing technology vendor is talking about account-based marketing this year. And for good reason. Understanding the effects of account-based marketing is becoming possible with the increasing engagement data we have access to, and the sophisticated predictive models available.

With all the buzz and technology advances around ABM, there’s a need for a framework to help marketers approach reporting. After all, if you can’t connect marketing efforts to revenue, how do you justify investing in it?

In this post, we’ll look at the strategic moves you can make around performance measurement and reporting when doing account-based marketing.

Keep reading The Account-Based Marketing Reporting Framework For Marketers Obsessed With ROI

Topics: account based marketing, account based reporting

AdWords Conversion Import for Salesforce: Unpacking what it means for B2B marketers

Google AdWords recently launched an integration with Salesforce that connects AdWords data with Salesforce. Because of their messaging and the fact that it integrates with Salesforce, it can sound pretty similar to Bizible attribution if you don’t pay close attention to the details.


We will sort through those details and unpack the impact of this product for B2B marketing measurement.

Keep reading AdWords Conversion Import for Salesforce: Unpacking what it means for B2B marketers

Topics: attribution

Introducing: The Bizible Partner Program for Marketing Operations Agencies

At Bizible, we have an established partner program for paid search agencies and today, we’re happy to announce that we’re extending our partner program to include marketing operations agencies.

That means that marketing ops agencies can now receive the same great benefits as paid search agencies. Including the opportunity to:

Keep reading Introducing: The Bizible Partner Program for Marketing Operations Agencies

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation.

Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains:

As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. And in turn, new opportunities will be created for monetization through individual and organization subscriptions and targeted advertising.

As marketers we took a close look at the implications for online advertising.  

In this post we’ll discuss the possibilities that emerge from one of the biggest tech acquisitions to date.

Keep reading What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

Topics: B2B Marketing

6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask

It seems like more and more people are talking about marketing attribution these days. That’s a good thing. Marketers are now being held accountable to more than just leads and need attribution to connect their efforts to revenue. According to a survey of B2B marketers, about three-quarters of organizations have some sort of attribution in place.

Maybe you’ve read some articles or heard coworkers talking about attribution, and feel like you’re missing part of the picture. Here are some answers that you’ve been looking for.

Keep reading 6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask

Topics: attribution

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

Fifteen years ago marketers began investigating whether technology could help solve the problem of marketing teams working in silos with separate assets, data and reporting. Marketing leaders were looking for an operating system to run the whole of marketing.

The marketing operations team is the OS of the marketing department.

Yet we don’t have a centralized technology that can run all of marketing, from advertising to reporting. Instead we have a stack of marketing technologies we wrangle data from.

Companies are simply too different to have a one size fits all martech stack. Which is why we need marketing operations and technology leaders to manage the martech stack.

But how do you manage a martech stack?

Management starts with a vision and that vision then turns into a roadmap. This is the same with martech.

In this post, we’ll discuss how we think about your own martech roadmap and provide some useful hints in evolving your technology as your company does too.

Keep reading Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

Topics: marketing technology

How to Obtain Positive Marketing ROI with Revenue Analytics

Revenue analytics is the process of discovering where your revenue came from. It’s a granular analysis that tells you which marketing and sales channels, campaigns, and efforts are impacting the bottom line at your organization.

Of course, it’s easy to know the final touch that closed a deal (last-touch attribution), but how did the customer reach that final step? B2B sales cycles are long and revenue analytics track touchpoints through the entire funnel, from first anonymous visit to closed deal. That way, once a deal closes you know everything that influenced the customer’s decision to buy, making it easy to invest in the routes that are working and cut the areas that aren’t.

As marketers, our responsibility is no longer to just drive leads. To prove real value, you must be able to show how your efforts are driving revenue. Below, learn how to shine a spotlight on revenue to improve the ROI of marketing spend and create a positive impact at your organization.

Keep reading How to Obtain Positive Marketing ROI with Revenue Analytics
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