What is pipeline generation?

Understand what pipeline generation is and how your sales team can use it to improve your sales pipeline and strategy

Shelly Weaver
Shelly Weaver
May 25, 2023
min read
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What is pipeline generation and how to improve it

In today's competitive business landscape, generating leads is just the tip of the iceberg for marketers and sales teams, particularly in the B2B realm. The process of generating leads has evolved into a complex endeavor that demands strategic thinking and effective techniques. How can your team ensure the sales pipeline is consistently full and thriving?

The answer lies in pipeline generation. 

In this guide, we will explore the ins and outs of pipeline generation, demystify its meaning, and delve into a range of powerful strategies your sales team can employ to boost sales and maximize pipeline success.

What Is pipeline generation?

Pipeline generation refers to a structured process that enables sales teams to effectively manage and track prospects throughout the sales funnel, increase the chances of closing deals, and ultimately achieve pipeline targets.

Pipeline generation involves not only creating the stages of the pipeline but also defining the criteria that determine when a prospect should move from one stage to the next. Additionally, sales pipeline generation requires developing strategies and tactics to refine leads and move prospects through the pipeline more effectively. This might include using different marketing channels to generate leads, developing personalized proposals based on the prospect's needs and interests, or providing additional incentives to encourage prospects to progress in the pipeline.

While pipeline generation is often mistaken for lead generation, there is a key difference. Pipeline generation focuses on long-term activities, such as creating awareness, whereas lead generation focuses on short-term conversions, such as form fills.

What are the benefits of pipeline generation?

Pipeline generation provides a framework for your sales teams to work more efficiently, communicate more effectively, and ultimately achieve their sales targets. By tracking prospects through the pipeline, sales teams gain valuable insights into their performance and can identify areas for improvement.

A strategic and data-driven approach to pipeline generation offers several benefits, including:

  • Understanding your ideal customer 

Sales pipeline generation provides a structured process for tracking and analyzing customer behavior, enabling your sales teams to identify patterns and trends in customer behavior to better understand the ideal customer. By gaining a better understanding of ideal customers, teams can further personalize their approach and increase their chances of closing deals. 

  • Gaining insights for personalized campaigns

Companies can leverage the insights from their customer data to build highly personalized campaigns. Personalized campaigns improve engagement, increase conversion rates, provide a competitive advantage, deliver better ROI, and improve the overall customer experience. By tailoring campaigns to the specific needs and preferences of each customer, your sales teams can increase their chances of success.

  • Improving sales forecasting

Sales pipeline generation also improves sales forecasting by providing historical data for predicting sales trends, conversion rates for identifying areas for improvement, and sales velocity for making more accurate predictions about future sales. Using pipeline generation to track and analyze customer behavior, your teams can make more informed decisions to achieve their sales targets.

  • Aligning marketing and sales

Utilizing sales pipeline generation improves communication and aligns marketing and sales teams by providing a shared understanding of the sales process, valuable insights into customer behavior, a structured process for lead handoff, collaboration opportunities, and a common set of metrics for measuring performance. By working together, marketing and sales teams can optimize the sales process, improve performance, and maximize the pipeline. 

What are the challenges to pipeline generation?

If pipeline generation was easy, every sales team would be doing it! There are several challenges organizations may face when creating a pipeline generation strategy.

  1. Lack of Proper Tools

The absence of appropriate tools for both sales teams and users can be a significant challenge in generating and managing a sales pipeline. A robust sales pipeline requires the use of customer relationship management (CRM) systems, analytics tools, and conversational marketing software. Without such tools, sales teams may struggle to track and nurture leads, monitor sales activities, analyze data, and forecast accurately. 

Conversational marketing software like Pipeline Cloud enables businesses to deliver personalized, real-time interactions with prospects, capture and qualify leads efficiently, and nurture them throughout the sales process. Leveraging automation, personalization, and data-driven insights, enhance the effectiveness and efficiency of sales pipeline generation efforts.

On average, companies that deploy a conversational marketing strategy see a +34% increase in Marketing Qualified Lead (MQL) capture, and an overall +62% increase in pipeline creation for sales.

  1. Aligning Marketing and Sales

Alignment between sales and marketing teams is crucial for successful sales pipeline generation. Misalignment leads to discrepancies in lead nurturing, poor lead quality, inconsistent messaging, and a lack of shared goals. This inconsistency decreases sales and marketing performance and ultimately reduces pipeline generation. 

You can foster sales and marketing team alignment by utilizing Account Based Experience (ABX) strategies that put the customer first. With ABX, all customer-facing departments-sales, marketing, and customer success, must work together with a streamlined narrative that resonates with customers. 

  1. Adaptation Capabilities

The ability to adapt to changing market dynamics, customer preferences, and emerging technologies is another critical challenge in sales pipeline generation. Markets are dynamic, and customer expectations evolve over time. In order to stay ahead, sales teams have to constantly monitor and understand market trends, competitive landscapes, and customer behavior.

This requires continuous learning, flexibility, and agility in adapting sales strategies, processes, and approaches. Failure to adapt to these changes can result in missed opportunities, and ultimately, a stagnant or declining sales pipeline.

While sales pipeline generation can be a powerful tool for improving sales performance, it is important to be aware of the challenges that can arise and to develop strategies for addressing these challenges. 

4 pipeline generation strategies to use

There are plenty of pipeline generation strategies for your team to use. Here are 4 of the top strategies to improve your pipeline.

  1. Launch a Conversational ABM Program

Using conversational account-based marketing (ABM) can significantly drive sales pipeline generation through personalized and engaging interactions with target accounts. Conversational ABM tools, such as chatbots or personalized messaging platforms, allow sales teams to initiate real-time conversations, gather valuable insights, and tailor their approach based on individual account needs.

By delivering relevant content, addressing specific pain points, and nurturing relationships with key stakeholders, conversational ABM helps build trust, increase engagement, and accelerate the progression of target accounts through the sales pipeline. 

📚 ➡️ Read The Definitive Guide to Conversational Marketing for Salesforce to kick-start your conversational ABM strategy.

  1. Use Conversational Marketing Tools

Conversational marketing tools help convert warm leads by enabling personalized and real-time interactions. Through features like chatbots and live chat, these tools facilitate immediate engagement with leads, addressing their inquiries and providing tailored recommendations. Delivering prompt and relevant responses enhances the lead's experience, builds trust, and fosters a sense of personalized attention.

The interactive nature of these tools allows for a deeper understanding of the lead's needs, enabling more effective lead qualification and targeted nurturing. Ultimately, by creating a seamless and personalized conversion experience, conversational marketing tools increase the likelihood of warm leads converting into customers.

💬 ➡️ Explore Qualified Conversations and see how the Pipeline Cloud converts your web traffic with real-time conversations, right on your website.

  1. Optimize for Lead Generation

Creating multiple points for conversion can help warm up leads by increasing opportunities for engagement and interaction. Instead of relying on a single conversion point, such as a contact form or a newsletter signup, businesses can provide various touch points throughout the customer journey.

By offering multiple conversion points, businesses can cater to diverse preferences and stages of the lead's decision-making process, allowing for deeper engagement, building trust, and gradually nurturing the lead's interest until they are ready for a more significant conversion, such as a purchase or a sales consultation.

🧠 ➡️ See how the Qualified Smart Website optimizes every conversion point on your website for to maximize your lead generation.

  1. Create a Solid Email Campaign

Creating a nurturing email campaign contributes to sales pipeline generation by cultivating relationships with leads and guiding them through the buyer's journey. By sending a series of targeted and personalized emails, businesses can provide valuable information, address pain points, and showcase the benefits of their products or services.

This consistent and strategic communication helps to build trust, establish credibility, and stay top-of-mind with leads. In addition, by including calls to action and relevant content, such as case studies or product demos, in the emails, businesses can actively move leads further down the sales funnel, increasing the likelihood of conversion and ultimately driving sales pipeline growth. Bonus points if you're using a conversational marketing tool to engage them in real-time when they land on your site.

🔥 ➡️ Take it to the next level with the Inbound Sales Playbook and convert every visitor that clicks through from an email.

Improve Pipeline Generation with Qualified

For B2B companies seeking to enhance their sales pipeline generation, utilizing Qualified can be a game-changer. Qualified is a conversational marketing platform designed to help sales teams qualify leads more effectively, particularly through the use of the Pipeline Cloud. By leveraging real-time conversations and AI-powered chatbots, Qualified enables engaging interactions with website visitors, capturing valuable lead data and intent signals.

The pipeline cloud serves as a centralized hub for tracking and managing leads, providing visibility into their status and progression, and offering detailed insights and analytics. With seamless integration with CRM systems, Qualified empowers B2B companies to optimize their sales pipeline, enhance collaboration between marketing and sales teams, and maximize conversion rates. 

Discover how Qualified's Pipeline Cloud can supercharge your sales pipeline generation and drive business growth.

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