While sales pipelines typically focus on collecting leads for future exploration, pipeline marketing emphasizes generating new customers.
See also: Sales engagement – a way to generate greater engagement, empathy and, consequently, more sales.
So by focusing on the customer throughout the pipeline, pipeline marketing helps your business build a large and loyal customer base. This makes it easier to increase revenue generation and reduce costs.
Focus on the purchase
Another advantage of pipeline marketing is that it focuses the majority of your sales and marketing resources on getting customers to buy a product or service.
Instead of spending the majority of your budget on leads and vietnam mobile database conversion, a large percentage can go towards the important task of actively engaging prospects to increase their chances of purchase.
Increases budget efficiency
The methodology can also increase the efficiency of budget implementation .
Since you focus on qualified leads and buying opportunities instead of lead generation, your business spends more on producing ready and willing customers to pay rather than just having their contacts.
Pipeline Marketing and the Consumer Journey
The consumer journey has three basic stages:
Conscience;
Consideration;
Decision.
While these three stages of the customer journey are important, the decision stage is the most critical – that’s why pipeline marketing is so important.
At the opportunity lifecycle stage, your leads are in the decision stage of the customer journey – and it’s your job to prove the value of your solution.
Your sales team may be able to make the value of your product clear, but your company can achieve greater results by creating content that showcases that value.
There are many ways that can be leveraged throughout the sales pipeline to reinforce this effort – such as
Case studies;
Testimonials;
Social proof;
Product demos.
By providing your prospects with a case study specific to your industry or a great testimonial from a satisfied customer, your company shows that your skills and knowledge fully live up to what was promised during the sales process.