Pipeline Marketing, the methodology that focuses on impacting the entire funnel rather than just the top, is being embraced by more B2B marketers and B2C marketers with sales teams than ever. Metrics that capture more of the funnel—sales opportunities, pipeline, and revenue—are increasingly the primary marketing metrics for making plans, optimizing engagement, and measuring success.
Using these down-funnel metrics is paying off, too. Pipeline marketers are more likely to hit their revenue goals, report alignment with broader business objectives, be aligned with their sales counterparts, and be perceived as revenue centers.
The 2018 State of Pipeline Marketing Report, the fourth annual, is based on survey responses from over 400 B2B marketers.
The new report includes powerful, new data about how successful marketers approach the planning, execution, and measurement phases for their organizations, and the benefits of doing it well.