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The Pipeline Cloud Playbook

The Pipeline Cloud generates more pipeline for modern revenue teams, faster. Here are five key plays that will help you put the Pipeline Cloud into action.

Pipeline Cloud Fan
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1

The Visitor Conversation

Engage qualified buyers on your site in real-time conversations that result in more pipeline.

Marketing teams work hard to drive qualified buyers to your site. But what happens when they arrive, wanting to learn more? Typically, they’re prompted to fill out a form then wait hours or days to hear from a sales rep. This leads to long, asynchronous sales cycles and lost pipeline.

Instead, give your Inbound Sales Reps the chance to have real-time conversations with buyers over live chat, voice, or video—right on the website. They can proactively start a conversation or respond to an inbound chat. Either way, all actions lead to an instant conversation. This means no forms, no missed opportunities, and no ghosting. Plus, 10% more conversations.

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Buyer Intent Signals
Account-Based Advertising
Outbound Outreach
Real-time Conversations
Olivia ClarkCursor
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Video Tools
Hi Olivia! Welcome back to the site. How can I help you today?
Hey Kyle! I’m looking for customer stories in the tech vertical.
No problem! We have a few...let’s chat through it.
10% Conversation Rate
1

Connect your website with Salesforce to get crystal-clear visibility into each and every visitor.

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Proactively start real-time conversations with buyers over live chat, voice, or video—right on the website.

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2

The 1-2 Punch For Sales

Greet outbound prospects the moment they click through an email and arrive on the site.

Valuable buyers are inundated with outbound emails everyday. For sales reps, it’s tough to break through the noise; so if their Outreach or Salesloft email is opened and clicked, that’s a hard-earned prize. But what happens next? Sales reps have no idea when a buyer is on the site. It’s a total black box.

Rather than attaching a static PDF, include unique links in each email to drive traffic back to your site. With this Pipeline Cloud play, sales reps are alerted the moment a prospect arrives from an outbound email, so they can instantly start a conversation that’s consistent across channels. They have better visibility into buyer interest based on the link that was clicked and know exactly how to engage them in a meaningful conversation. The result: a 25% conversation rate.

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Buyer Intent Signals
Account-Based Advertising
Outbound Outreach
Real-time Conversations
Outbound Email - Ethan O'Neil
Video Tools
Hi, Ethan! Thanks for clicking my email. Looking for more info on the Stripe Corporate Card?
Wow, yes! That’d be helpful. I’m curious about pricing…
Gotcha. Would you like to hop on a call to talk through it?
25% Conversion Rate
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Draft a personlized outbound email with unique links that drive buyers back to your site.

2

With more visibility into buyer interest, sales reps can deliver a seamless cross-channel buying experience.

Qualified+

Say hello to the Pipeline Cloud

Dive in and learn more about this revolutionary set of technologies designed to help modern revenue leaders meet with their best buyers and generate pipeline, faster.

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3

The 1-2 Punch For Marketing

Maximize your ad spend by instantly meeting with target buyers right on your website.

Every marketer knows paid ads are one of the most common ways to reach target audiences and drive inbound traffic, but tracking pipeline attribution and measuring ROI can be a challenge. If a buyer clicks through an ad and arrives on the site, what happens? Typically, we ask them to fill out a form then send them on their way. 

Instead, greet buyers from a paid ad campaign the moment they arrive. Using UTM parameters, sales reps can know exactly which ad was clicked that brought them to the site. They can then engage buyers with a custom message to shape a contextual conversation and book a meeting on the spot, turning them into instant pipeline and maximizing your ad spend. The result: a 15% conversation rate.

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Close
Buyer Intent Signals
Account-Based Advertising
Outbound Outreach
Real-time Conversations
Linkedin Ad Campaign - Eileen Wu
Hi Expensify Team! I’m Kyle, your dedicated sales rep. Looking for more info on SaaS solutions?
Wow, yes! Very impressive. How’d you know that?
I can see you clicked a LinkedIn ad, which brought you to the site.
15% Conversion Rate
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Use paid ads to reach target audiences and drive inbound traffic to your site.

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Knowing which ad brought a buyer to your site, you can  welcome them with a tailored greeting.

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The Trifecta For Sales

Focus your outbounding efforts on high-intent accounts then engage prospects on the site in real time.

For outbound sales teams, the #1 goal is to reach out to prospects and turn them into pipeline. But rather than chasing prospects who aren’t interested or even aware of your product, why not start with those who are already showing intent? 

This Pipeline Cloud play takes the 1-2 Punch for Sales to the next level. Stack rank target accounts by buying intent and make the most interested accounts your top priority for daily tasks. Then, send a customized outbound message that references recent website visits. Lastly, sales reps can welcome visitors with a personalized greeting once they click through the email and arrive on the site. The result: a 36% conversion rate.

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Close
Buyer Intent Signals
Account-Based Advertising
Outbound Outreach
Real-time Conversations
Zapier Account Surging - Send Outbound EmailOutbound Email - Gina Lopez
Hi, Gina! Thanks for clicking my email. Looks like the Zapier team is serious about Stripe Terminal.
Wow! Yes, we’re having some internal discussions...
Sounds good! What questions can I answer for you and the team?
36% Conversion Rate
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Leverage buyer intent data to focus your prospecting efforts on high-intent accounts.

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Send customized emails to buyers based on  their recent website activity.

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Greet prospective buyers the moment they click through your email and arrive back on the site.

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5

The Trifecta For Marketing

Target high-intent accounts with ads that drive buyers back to your site for real-time conversations.

When it comes to paid ads, the days of sending the same marketing message to everyone and hoping it reaches the right prospect are gone. Paid ads are only effective when they hit the right buyer at the right time and place, with exactly the right message. But this tactic is exceptionally tricky, especially at scale.

Instead, spend your time and money on accounts that are in-market to buy. This play dials up the 1-2 Punch for Marketing. Use buyer intent data to determine which accounts are already on your website and showing high purchase intent. Then, serve targeted ads with tailored messaging to buyers at those accounts, bringing them back to your site for contextual conversations that convert. The result: 20% more conversations and more pipeline.

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Buyer Intent Signals
Account-Based Advertising
Outbound Outreach
Real-time Conversations
Atlassian Account Surging - Launch Ad CampaignLinkedin Ad Campaign - Steven Starr25% Conversion Rate
Hi Atlassian Team! I’m Kyle, your dedicated sales rep. Interested in our invoicing solutions?
Hey Kyle! Yes, we’d like to learn more. How did you know that?
Looks like you clicked a LinkedIn ad. How can I help you today?
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Harness buyer intent data to identify the accounts that are in market and most likely to buy.

2

Target high-intent accounts  with tailored ads to stay top-of mind and drive buyers back to your site.

3

Greet targeted buyers with a custom message that’s both relevant and contextual to the ad.

Book

Welcome to the Pipeline Cloud

In this book, you’ll learn what the Pipeline Cloud is, the technology behind it, the teams that best benefit from it, and how to leverage it at your organization.

Pipeline Cloud Book