Three Effective Ways to Address a Soft Marketing Pipeline in Challenging Times

Demand pipelines are soft, due to the work-from-home era and the cancellation of events and direct marketing. People are spending more time online, however, so now is the time to identify potential buyers and create the pipeline necessary to recover. There are three data-reliant ways to do this: maximize inbound leads, make buyer intent data actionable, and provide incentives to attend virtual events.

Respond to inbound leads within five minutes for the best chance of connecting with them. Automation can help to process, enrich, and assign the lead to the correct rep in seconds, and Slack/Teams/Workplace notifications can be used to notify reps. Buyer intent data can be used to identify which accounts are actively researching a product, but it must be made actionable with automation. Finally, providing incentive for virtual events can increase attendance and absorption of a pitch.

By making use of data and automation, marketers can sustain their organizations during this time and facilitate recovery. Automation can provide more accurate targeting, personalized engagement, and timely communication.