The Definitive Guide to Pipeline Marketing

Published by Marketo

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 optimizing all aspects of marketing to widen the funnel at every stage and maximize marketing’s impact on growth.

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