Pipeline acceleration boosts sales velocity to shorten sales cycle times while building lasting relationships with better accounts.
Lead nurturing strengthens relationships through each stage of the sales funnel. Pipeline acceleration notches it up, bringing sales and marketing together to work nurturing from cold to close.
This marketing and sales alignment is essential for B2B success.
Marketing and sales teams both fear one thing above all others when attempting to reach a target audience, whether one person or many—silence. Ask any sales representative what is worse than getting a no, and they’ll tell you it is getting no answer at all.
Post-sales engagement is a curious place to find yourself as a marketer. Years ago, the sales pipeline fell squarely in the not-my-problem bucket for most marketing teams. “I can get a horse to water, but I can’t make it drink,” was a common refrain.
That was before marketing KPIs started putting more emphasis on pipeline growth, cost-per-acquisition, and sales cycles. Now marketing must play a role in pipeline acceleration to move deals through the pipeline.
Marketing programs need to remain aligned with lead generation activities to ensure your biggest opportunities don’t get bored and move on.
Despite all intentions, sometimes sales teams just rub buyers the wrong way. It is imperative that we construct well-appointed marketing programs that target specific buyers and influencers with identified opportunities. This is where VLG will help.
Using gifts and incentives to accelerate the pipeline is popular today, but it’s not a new concept.
When we opened our doors in 2005, we often worked with sales teams to build programs that would revive and accelerate sales cycles.
Pipeline acceleration is best achieved through experiential marketing programs. In almost every case, you know the players. At this stage of the buyer journey we know who we are talking to and know their needs.
At VLG, we don’t just send door knockers or gate crashers at this stage. We want to send the user an experience that brings your products or services to life. Your marketing needs to evoke emotion and build trust to drive opportunities to close faster.
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