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

MarketingProfs 03 Jun 2020 02:00

Let's face our tough new reality: Demand pipelines are soft, at best.

It's not easy to drive demand during this work-from-home era. Proven lead generators, like industry events and direct marketing, have been canceled or are now irrelevant, unable to provide the leads you need.

But, there's a silver lining: People are spending up to 50% more time online. Now is the time to identify who among them is open to buying, and to refocus time and attention to create the pipeline your organization needs to carry on and recover.

Right now, it's all about building operational agility into your marketing and customer experience capabilities and infrastructure, and relying heavily on the data they provide. By integrating and automating the applications you depend on for lead generation, you can get at the data you need, qualify it, and quickly put it to use to engage the likeliest buyers.

Here are three effective data-reliant ways you can address your soft pipeline and drive marketing efficiency in the midst of these challenging times.

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Harvard Business Review
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