There are any number of ways to talk about B2B pipelines. Whether you call it a funnel or a flywheel, the important thing is to show up wherever your (prospective) customer is on their journey.
The customer journey is a road that always leads to sales.
So, your marketing strategy is a giant mix of programs, projects, and tactics designed to generate sales leads based on your customers’ journey.
- Attract strangers 😲
- Engage visitors 💍
- Assure contacts 👍
- Delight customers 😍
- Inspire promoters 💪
To keep your funnel flowing or your wheel spinning, it takes some juggling. You should be attracting, engaging, assuring, delighting, and inspiring all at the same time.
So, with all these balls in the air, how do you know what’s working?
Substantiating the effectiveness of your marketing efforts should be as simple as pie.
That’s why we’ve put together a simple guide for measuring B2B marketing performance.