Building a Qualified Sales Pipeline Using B2B Marketing Channels

When you look at it from an individual business’ perspective, each will have specific dynamics and distinctive requirements for their sales process.

What works for one brand can’t be duplicated.

Because of the differences in the way each B2B business operates, one couldn’t duplicate a marketing strategy and expect it to work.

A DemandWave report surveyed 179 B2B marketers from multiple industries, and asked which channels drove leads and revenue for their company.

Email marketing, SEO and social media were the leaders in driving leads.

When it came to driving revenue, email marketing, SEO and PPC were the top three.

In another recent report, B2B marketers were asked which tactics, through any marketing channel, helped convert bottom-of-the-funnel leads and which generated qualified top-of-the-funnel leads.

The findings suggest any B2B marketer should focus strictly on events to fill their funnel with MQLs, and case studies to convert them.

Pump the brakes.

If there’s anything we know for certain, it’s this…

B2B marketing strategies focusing on lead generation aren’t plug and play — each one need to be unique to the business and their audience.

But there is a common trend that any B2B marketer held accountable to expected revenue numbers and lead quality goals.