Paste your Google Webmaster Tools verification code here
header image
Online Marketing for Entrepreneurs
≡ Menu

Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

Posted By 

Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

Pipeline marketing is a term that many in the marketing industry, even those heavily engaged in digital marketing, are not entirely familiar with.

It may go by other names; math marketing or revenue marketing, for instance, but the idea is the same: using data strategically to critically evaluate the effectiveness of online marketing efforts.

ClosedOpp was a very early adopter of this concept. A small paid search agency founded in 2007 that is breaking new ground in PPC marketing, ClosedOpp has been able to improve lead attribution by integrating all of its clients’ AdWords and Bing data with their CRM records.

The process of pipeline marketing is unique and innovative. ClosedOpp ties paid search data into clients’ Salesforce opportunity and lead records. This provides the ability to track leads from the point they were created, to closure. It also allows marketers to analyze the paths that resulted in the new business wins, to compare paths and to identify best practices to leverage in the future.

Pipeline marketing is a powerful tool to help businesses better understand their customers, how to segment customers into more high-performing groups, and how to identify the sales approaches that achieve the best results. Customer better, how to segment, and how to attribute successful sales approaches.

Rich Norwood, co-founder of ClosedOpp, describes how they developed this approach: “We realized early in 2012 that many digital marketers didn’t trust AdWords conversion data and were looking for a new way to track SEM performance.

We ran countless regressions identifying whether or not there was a correlation between AdWords conversions and Salesforce leads, AdWords conversions and Salesforce opportunities, and AdWords conversions and Salesforce wins. Once we determined there was a low R-squared correlation, we began looking for a better solution for our clients…”

The Power of Pipeline Marketing

The result was the new approach of “pipeline marketing,” which lets businesses focus less on lead gen and more on what they really care about, results. From Bizible’s website: “If your intention is to grow your business, shouldn’t you want to focus on generating customers and revenue, not leads?”

Lead gen, developing new contacts in hopes of increasing sales, has been an important marketing metric for decades. However, as Bizible states, “even as marketing has shifted to digital and analytics systems have been able to capture more complex data and insights, far too many companies are using legacy ways to measure their performance.”

Norwood asks the $64,000 question: “Do the clients care about leads or do they care about opportunities?” It boils down to this: do they want contacts, or do they want customers? Norwood says, “This may throw some people off. However, we’ve… proven that all leads are not created equally, some keywords drive larger opportunities, some keywords convert to opportunity at a much higher conversion rate. This is what Pipeline Marketing and Account-Based Marketing is all about.”

How It Works

The beauty of it all is that pipeline marketing allows marketers to be able to evaluate, in real time, exactly what keywords are driving visitors to their site, where they’re entering and what actions they’re taking. It’s a powerful analysis tool that requires careful consideration up front to realize the full promise of the technique.

Here’s how it works:

  1. Define campaign goals. The first step to embracing this new approach is for businesses to define their campaign goals in detail. And one of the most important goals is, as Norwood explains, to “focus on their sweet spot first. Start with the keywords that are must-targets.”
  2. Determine, specifically, the type of leads you’re looking for and where in the sales funnel you hope to initially engage with these leads. For instance, Norwood asks, “Do [you] want to buy top of funnel leads, leads looking for resources, checklists, and guides? Those leads tend to convert a lot… but [few] convert into opportunity online viagra kaufen. This can be a great strategy if the company is at scale and already has a successful nurture program. On the other hand, clients may decide it’s best to start with bottom of funnel leads that want a quote and pricing information and to talk with someone from sales.” It’s clear to see that engaging at the bottom of the funnel can yield better, and less expensive to convert, opportunities.
  3. Focus on Cost Per Opportunity. Norwood explains: “Because the opportunity has a high correlation with wins, and pipeline is defined as the total amount for all open opportunities, it makes sense that Cost per Opportunity should be the focus.” Simply put, you’re looking for the best outcome. This should be the main metric you focus on, according to Norwood. What keywords drive the highest ROI? “We need to create pipeline and wins. Period,” he says.
  4. Monitor and measure. Because they are tied in so closely with their clients’ CRM records, ClosedOpp is able to be extremely responsive and nimble, receiving feedback daily about what is and isn’t successful. Shorter timeframes allow quicker course corrections, as well as more rapid expansion of a campaign to leverage big wins.
  5. Adjust, and reap the rewards. Based on the feedback received, marketers are able to adjust their budgets based on real data related to ads, channels, keywords and audiences.

Access to Salesforce records powers the potential of pipeline marketing and provides a unique approach to business development. Norwood says, “[W]e actually measure leads, opportunities, wins, and Average Revenue per Unit (ARPU) daily, in real time. Our access to Salesforce allows us to monitor paid search so that we can see problems before they affect revenue.

We literally have our fingers on the pulse of the company. We often share data with our clients that cause them to pivot their whole strategy or completely redesign their landing pages.”

Pipeline marketing provides the ability to take a very focused, outcome-based approach to campaign analysis Norwood explains: “Our system creates an instant feedback loop between sales and marketing with the simple action of converting a lead to an opportunity and adding the amount to the opportunity.

We see this instantly and take action [often] days before the director of marketing suggests that we do so, because we’re looking at the data in real time and the director of marketing is in meetings.”

The Takeaway

What pipeline marketing boils down to is using your Salesforce records to figure out where your opportunities are coming from. Norwood clarifies: “Traditional PPC companies care about AdWords conversions. We don’t. We care about getting to know what campaigns, ad groups, keywords, landing pages, ads, countries, cities and devices result in opportunities and revenue.”

Businesses that are able to tie marketing attribution to their CRM can get to market more quickly, spend money more wisely, and out-market their competitors. Pipeline marketing offers a unique competitive advantage, and gives business owners and managers an enormous amount of insight.

When you know where your best customers come from, it makes sense to invest more paid search dollars toward finding them. Pipeline marketing leads the way.

Contributor
Charles R Juarez Jr

 

John Lombaerde

Watch Full Movie Streaming And Download Alibi.com (2017) subtitle english

Poster Movie Alibi.com 2017

Alibi.com (2017) HD

Director:Philippe Lacheau.
Writer:Philippe Lacheau.
Release:February 15, 2017
Country:France.
Production Company:StudioCanal, TF1 Films Production.
Language:Français, Magyar.
Runtime:98 min.
Genre:Comedy.

‘Alibi.com’ is a movie genre Comedy, was released in February 15, 2017. Philippe Lacheau was directed this movie and starring by Philippe Lacheau

Do not miss to Watch movie Alibi.com (2017) Online for free with your family. only 2 step you can Watch or download this movie with high quality video. Come and join us! because very much movie can you watch free streaming.

Watch movie online Alibi.com (2017)
Incoming search term :

film Alibi.com online streaming
Watch Alibi.com 2017 Online Viooz
download movie Alibi.com 2017 now
Alibi.com 2017 English Episodes
Watch Alibi.com 2017 Online Free megashare
Alibi.com 2017 Online Free Megashare
Watch Alibi.com 2017 Online Free putlocker
download movie Alibi.com 2017
Alibi.com film download
movie Alibi.com streaming
Alibi.com 2017 Episodes Online
Alibi.com 2017 English Full Episodes Online Free Download
Alibi.com film
Alibi.com 2017 Full Episodes Online
Watch Alibi.com 2017 Online Free
Alibi.com 2017 English Full Episodes Watch Online
movie Alibi.com
film Alibi.com download
Alibi.com 2017 English Full Episodes Free Download
watch full movie Alibi.com 2017 online
Alibi.com 2017 For Free online
Alibi.com 2017 English Episodes Free Watch Online
watch movie Alibi.com now
Watch Alibi.com 2017 Online Megashare
Alibi.com 2017 English Full Episodes Download
Alibi.com 2017 For Free Online
streaming Alibi.com 2017 movie
download full movie Alibi.com
Alibi.com 2017 Full Episodes Watch Online
watch Alibi.com 2017 movie now
Alibi.com 2017 English Episode
watch Alibi.com film now
Alibi.com 2017 Watch Online
Alibi.com movie trailer
Alibi.com 2017 HD Full Episodes Online
Watch Alibi.com 2017 Online Free Putlocker
Watch Alibi.com 2017 Online Putlocker
Watch Alibi.com 2017 Online Free Viooz
Alibi.com 2017 Episodes Watch Online
Alibi.com 2017 Full Episode
Alibi.com 2017 HD English Full Episodes Download

Google Quality Guidelines Digest

English: Another view of the south side of the...

English: Another view of the south side of the Googleplex from Charleston Road. Photographed by user Coolcaesar on September 17, 2006. category:Google (Photo credit: Wikipedia)

1. “Front and Center”

Is your content front and center at the top of your page?

Or does someone have to scroll to read your first sentence?

According to the document, Google considers this is a BIG deal.

(In fact, it’s almost as important as your content’s overall quality)

In Google’s own words, they want your content to be “front and center” on the page.

Bottom Line: Don’t push your content “below the fold” of your page. A visitor should be able to read the first sentence without having to scroll.

2. E-A-T the results

This document really focused on E-A-T.

What’s E-A-T?

E-A-T stands for:

Expertise

Authoritativeness

Trustworthiness

And E-A-T boils down to: “Can you trust the source of this content?”.

Obviously, Google wants to show their users content with the highest level of E-A-T.

Bottom Line: If you’re an expert in your field, make sure to advertise that fact in your content. If not, “borrow” authority by citing lots of sources and experts.

3. “Highly Meets” vs. “Fails to Meet”

Google wants to rank pages that make searches say: “Great! I have my answer now”.

According to the document, an article that gives someone a comprehensive answer “Highly Meets” their needs.

And pages that don’t provide a full answer to their question “Fail to Meet” their needs.

This is a quick, yet essential overview of what Google wants to see on your website.

John Lombaerde

 

Related articles

Having a CRM system doesn’t mean never having to pick up the phone

 

In many, many types of businesses a salesman is required to close sales. This is not only true for big ticket items like cars and airplanes, but in a myriad of different types of businesses too numerous to be named.

Even for most of the items on your grocery store shelves, a salesman probably was involved to get the supermarket manager or chain, interested enough to provide shelf space for that particular product at some point in time.

Even though new automation marketing may provide prospect data and up to the minute detailed information on how your prospects interact on your website, this information alone will usually not close the sale.

This is quite obvious basic information, of course, but no company with a CRM system (Customer Relationship Management) software should be unclear that the CRM software is merely a tool to provide additional data for the salesperson, and to help find prospects who are ready, willing, and able to buy at the current time.

Face to face visits, (when possible), phone calls, Skype calls, webinar events, presentations, etc. are where sales are made. Everything else is just background to the actual sale. Sometimes the amount of data can be a little distracting, but keeping all eyes on the prize should prevent this.

The relationship between the salesman and the customer is the most critical one a business has, and all the advertising in the world, cannot substitute for the personal relationship that exists there.

Sales and marketing managers also need to make sure that this fundamental level of contact with the customer is taken care of. Tracking calls, visits, and all of these one-to-one connections with prospects are even more important than the detailed information you receive from a CRM.

CRM systems, once costly propositions restricted to entrerprise-level companies are now highly affordable, even for the smallest business. For more information, click the link below.

click here —-> Affordable Automation for Everyone

 

What can we learn about Entrepreneurship from Lewis Burns?

Lewis Burns is an artist, musician, teacher, philanthropist, and many more hats I am sure, but I do not know him personally.  We just connected recently on LinkedIn.

eigen foto

eigen foto (Photo credit: Wikipedia)

From his LinkedIn profile, it states,Watch Full Movie Online Streaming Online and Download

“Lewis Burns is a Talbragar-Wiradjuri man born in Dubbo, NSW. He has been learning about his Aboriginal culture for as long as he can remember. He continues to practice and respect these life skills each day and still learns and grows from this ancient knowledge.

Lewis’ love of his heritage is evident when you speak with him, and depicted even more in his Aboriginal crafts, traditional dancing, didgeridoo performances, mural paintings and teaching. He is very dedicated to sharing what he knows with others to help keep these customs alive. Lewis paints in traditional Aboriginal and contemporary styles.

He has exhibited and performed both within Australia and overseas with his handcrafted didgeridoos. Each piece of Lewis’ artwork tells a story…..a story that will live on forever through the generations, as the artwork is handed down from one family to another”

So what can we learn about being an entrepreneur from him?

  1. Be honest – Be proud of who you are, where you have come from, and be true to yourself.  Lewis Burns exudes his heritage in everything he does.
  2. Be original  – Lewis Burns certainly has this covered.  He has an abundance of originality. His art shows a careful study and beautiful reflection of his obvious love of animals, and the natural environment. In this age of copy-cat Internet marketing and hype, Lewis truly stands out.
  3. Be ubiqitous.  Lewis is everywhere.  He is on LinkedIn.  He has a Facebook page for his business, Red Earth Gallery.  He is on Twitter, and Instagram. I invited him to MarketHive, (a new social network for entrepreneurs, membership by invitation only), and he joined right away.
  4. Be conscientious – Be a philanthropist as much as you can.  Give of your time and talents to less fortunate and disadvantages groups.  Lewis shows boys at a local juvenile detention center how to make and play didgeridoos.
  5. Be a teacher – whatever your special talent and skill, learn to teach it to others to pass on your knowledge. In Lewis case, I think wherever he is, and whatever he does, he is teaching his love of his culture, his heritage, and his love of all things.

So, my suggestion for all new or experienced entrepreneurs is to purchase a didgeridoo from Lewis Burns, and one of his online courses on how to play it.  Then try to emulate him in everything you do, from your daily marketing, to your respect for your fellow man, and nature, and the divine in all things.

You will be a better person, and a better entrepreneur for it, and this world will also be a better place in which to live.

Note: See more on Lewis Burns on the social networks, and his website at:

http://lewisburns.com/

English: Various types of Didgeridoo. Top: A t...

English: Various types of Didgeridoo. Top: A traditionally crafted and decorated didgeridoo. Middle: A bamboo souvenir didgeridoo. Bottom: An undecorated traditionally crafted didgeridoo. Photo taken by myself in July 2009. (Photo credit: Wikipedia)

English: A demonstration of Australian musical...

English: A demonstration of Australian musical instrument ‘didgeridoo’ during ‘December Night’ celebration at Balboa Park in San Diego, California in 2009. (Photo credit: Wikipedia)

Powered by WP Tutor.io