Research Brief: Events and Rapid-Entry Pipeline Acceleration

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Best-in-class marketing organizations are extending their efforts beyond filling the top of the demand waterfall, aligning with sales to develop a menu of offerings that influence and keep opportunities moving through the sales pipeline. When including events as part of intra-pipeline acceleration, marketers must ensure that event strategy and content align with previously executed programs and tactics that generated the opportunity.

Events are a standard component of the b-to-b marketing mix, but few organisations take a disciplined approach to leveraging them for pipeline acceleration. When planning pipeline acceleration-related events, sales and marketing must agree on the target audience profile, as well as specific accounts and contacts to be invited.


Related categories
Strategic Marketing, Marketing Technology, B2B, Marketing Innovation, Collaboration, Adaptation, Technology, Marketing Technology, Modern Marketing, Segmentation, Marketing, Strategic Marketing, Responsive Design, Measurement, Content Marketing, Multi-channel Marketing, Online Marketing, Web Conversion




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