When it comes to business communications, you may have heard the term ‘lead generation’ – and while this particular buzz word is prevalent in everyday professional talk, it’s surprising just how unacquainted many companies are with this terminology. Quite simply, it’s the procedure whereby new contacts are made; however, too much significance is placed on the quantity of the leads as opposed to its quality.
Thankfully, this is where pipeline marketing comes in: imagine the process shaped like a funnel – with so much pressure put on attaining leads, volume goals surpass quality goals and a large majority of leads never actually convert into real customers. But how do you form a successful marketing strategy to ensure your pipeline marketing efforts pay off? By utilising the following four valuable sources of internal data to your advantage: