Pipeline Marketing Defined
Marketers have been doing lead generation—the process of creating new
contacts—for decades. According to Google Ngram, it’s been around for
at least 50 years. That’s before the internet, before content marketing and
growth hacking, and before SaaS and Google Ads. While the work might have
changed, the mindset hasn’t.
Pipeline marketing is the evolution of lead generation that focuses on viewing the funnel in its entirety and making decisions based on the final stage—revenue. It’s about strengthening all aspects of marketing to widen the funnel at every stage and maximize marketing’s impact on growth. You need to look further down the funnel, beyond just leads.