Lauren Hylbak


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:


Meet Bizible at ClickZ Live San Francisco next week! ClickZ Live, formerly known as SES Conference & Expo, is a premier online marketing event designed by industry innovators with strong roots in search. This is a must attend show for anyone looking to hear from influencers, network with peers, and make smarter marketing decisions. Don’t miss your chance to learn how industry leaders are using ROI to increase revenue and accelerate company growth.


Mark Vozzo knows a thing or two about using paid search to drive leads and sales pipeline. He often posts news about the search industry and digital marketing via his Twitter handle @markvozzo.

He’s a former Microsoft employee who worked on Bing (and other brands), using search to drive the business. However, there was always one big question on his mind: “What impact does my search marketing campaigns have on the bottom line?”

After joining, Mark continued managing paid search campaigns and was able to track each click down the sales pipeline to revenue, just one of the benefits of apps like Bizible.


Brand can be summed up by the following equation: Brand = Reputation x Visibility.

So, growing your brand really means strengthening your reputation and increasing your visibility—preferably through techniques that accomplish both simultaneously. These techniques comprise your branding toolkit. They highlight your firm’s authority and educate your audience. After all, you can’t just go around telling everyone how great you are. That sounds disingenuous at best and is likely to undermine the standing you have in your industry. Luckily, it’s become easier in the past decade to present digital narratives that inform and engage a wide (as well as very targeted) audience. Offer quality content, present yourself consistently and professionally, and buyers who are in need of your services will emerge and connect with your firm.


You need a reliable way to get a solid return on your marketing dollars. These days, most of your marketing is probably AdWords and content marketing. If you’re not a Bizible customer it can be difficult to track because of the randomness of the cause-effect on the traffic generated using this method. In addition to using Bizible to track content marketing, here are three ways to remove some of the randomness and see what your content marketing dollars are really doing for you.

Developing thought leadership online is a great way to increase your personal brand and drive action toward products and services you care about. Having strong thought leadership skills can help develop your reputation in your specific industry and increase the influence you have on your target community. Some of the best thought leaders are those who create valuable and relevant content, promote their content, and network with other thought leaders to build relationships.

For many online businesses, targeting a specific area is an important part of an effective digital marketing effort. Particularly for brick and mortar businesses, targeting the correct people in your area is key to getting them to actually come in and make a purchase in person. What many people don’t realize is that optimizing for local areas is an important part of online B2B business as well. For a business like Blue Fountain Media, taking the time to identify where our customer base is and then optimizing our marketing channels to target those people is extremely important.

Content marketing is one of the biggest online marketing trends of the past few years, but many companies are still figuring out how to use content marketing to get new customers. Content marketing is something new in the history of media and marketing. In the old days, marketers could choose from “paid media” (buying ads) or “earned media” (getting publicity via PR efforts). Today, content marketing offers a third way: “owned media” – with content marketing, brands have become publishers and are sharing their own stories and building their own audience.
You’re a marketer who does email marketing. You’ve read, over and over, that this is the most intimate form of marketing there is. It’s true. There’s something incredibly personal about email - even in this day and age where spam is widespread. The problem is that users have smarter sorting options than they used to. They’re not willing to sign up to as many email lists and, when they do, your odds of being trashed are high. Here’s how to get your emails opened and read.