The Top 10 Plays to Generate More Pipeline

Every marketer knows paid ads are one of the most common ways to reach target audiences and drive inbound traffic; but tracking pipeline attribution and measuring ROI can be a challenge. If a buyer clicks through an ad and arrives on the site, what happens? Typically, we ask them to fill out a form, then send them on their way.

Instead, greet buyers from a paid ad campaign the moment they arrive. Using UTM parameters, sales reps can know exactly which ad was clicked that brought them to the site. They can then engage buyers with a custom message to shape a contextual conversation and book a meeting on the spot; turning them into instant pipeline and maximizing your ad spend.

The homepage is the anchor for your entire website and likely the most frequented page. With so much traffic on this priority page, it’s important to cut through the noise and find your most valuable visitors. Ideally, you'll have some identifying information to quickly qualify them and personalize the buying experience. But what happens if visitors are unknown? How do you capture pipeline that may otherwise go unnoticed?

The Homepage Tour Guide serves as an entry point for your unknown website visitors. Use this strategy to surface your highest performing offers, like “request a demo” or “download our ebook,” and help visitors navigate around the site. Once they’re engaged, you can ask qualifying questions to gather more information, capture more leads in Salesforce, and get more buyers into a sales cycle.

Once a buyer is sold on your product and its benefits, their next step is almost always the pricing page. This is a critical point in the buying journey where high-intent buyers are looking to understand packaging, pricing structure, and whether they can justify the cost. In the B2B world, pricing can be a bit nebulous and may warrant a conversation with a pricing expert. However, this can deter buyers. They don’t want to contact sales, they want a straight answer right then and there. If they can’t get the information they need, they’re going to bounce.

The Pricing Page Expert instantly notifies your team when a visitor is on the pricing page. If they meet your qualification criteria, sales reps can quickly jump into a conversation to answer questions in real time. Alternatively, this Experience can also identify which visitors are not qualified, helping your sales reps focus on the right buyers in the right moment. Once they’re chatting with VIPs, sales reps can understand what matters most in a contract. After that, the business is theirs to win.

Account-Based Marketing (ABM) focuses your revenue teams on target accounts that meet your ideal customer profile. It’s proven to increase pipeline and revenue, but it requires a highly orchestrated effort across all your touchpoints—from ads to landing pages. With such a significant investment, it’s crucial to meet buyers during "the last mile" of the lead conversion journey on your site. Otherwise, you’re missing out on hard-earned pipeline.

With the ABM Red Carpet, your dedicated account teams are immediately notified when a buyer from a target account arrives. They can welcome them to the site, answer questions in real time, and even book the next meeting before they depart. This strategy delivers a memorable, white-glove buying experience for your most prized accounts and turns your ABM strategy into a lead-gen machine.

Your revenue teams work hard to capture leads and convert them into Opportunities, but we all know it doesn’t stop there. Opportunities must be nurtured and ultimately turned into revenue. Yet, throughout a sales cycle, there can be hurdles: deals pause, contacts go dark, and sales reps lose momentum. All the while, buyers from an account with an open Opportunity may be actively browsing your site, but your sales reps have no idea.

The Open Opportunity Fastlane is a game-changing strategy that keeps deal momentum going. When a known visitor linked to an open Opportunity arrives on the site, it’s time to pull out all the stops. Immediately route them to the Opportunity owner, who can then capitalize on that “magic moment” when their interest is heightened and instantly start a productive sales conversation. This keeps deals moving forward and closes more business, faster.

The world around us has changed, technology has changed, and B2B buyer expectations have changed, but the traditional pipeline generation process has remained untouched. For years, marketers have spent time and money driving traffic to the website then relied on form fills to generate leads. This strategy often results in asynchronous sales cycles that are slow and inefficient. Why not meet qualified buyers right on the website when they’re most interested in learning more?

If you’re uneasy about ditching forms all together, then this play is for you. The Form Companion presents a Qualified Experience alongside your most popular forms, like "Contact Sales" or "Request a Demo." This gives your buyers the option to either submit the form or engage with your team in real time. Once you see the impact, you can expand to other forms or landing pages across your site. With this play, you can fast track qualified website visitors to instant sales meetings and watch your pipeline skyrocket.

Sales is not for the faint of heart. As a critical piece of the revenue engine, it can be full of highs and lows; even the most seasoned sellers lose a deal every so often. But just because a deal is lost, doesn’t mean it’s gone for good. Whether it’s buyer’s remorse or renewed interest, your sales reps should know when a closed/lost account is back on the site so they can jump in and deliver a supreme buying experience.

With the Boomerang, you can trigger a Qualified Experience that greets known buyers from a closed/lost Opportunity on the site. Then, instantly alert the account owner so they can engage them in a real-time conversation that references the previous sales cycle, provides helpful resources, and restarts the conversation. This is the buying experience that will blow away the competition and help your sales reps crush their quota.

When top-of-funnel buyers arrive on your website, they may not know what they’re looking for or how to find it. Maybe they attended a recent webinar or saw a paid ad in their Google search results. Either way, they’re on your site to learn more, so don’t just leave them to their own devices. Instead, capitalize on their interest and help them navigate around the site to ensure they get the information they need before they’re gone for good.

The Resource Concierge welcomes visitors to the site and serves up relevant content— like customer stories, whitepapers, or guides. Once engaged, you can nurture the conversation, ask some qualifying questions, and book a sales meeting with qualified buyers right on the spot. This accelerates their journey down the funnel and dials up your pipeline generation.

Every marketer knows the value of a call-to-action (CTA)—like “Contact Us” or “Request a Demo.” Peppering these buttons across your site prompts visitors to reach out for more information and kick-starts the sales cycle. Historically, these CTAs lead to static forms loaded with fields asking for personal information; but this creates friction for buyers. They don’t want to fill out forms, they want answers. The result: low conversion rates.

The Smart Button changes your CTAs from a static one-size-fits-all form to a bespoke buying experience. When visitors meet your ideal customer profile, trigger a real-time sales conversation with your sales team to open the door to a dynamic two-way conversation. This gets buyer questions answered in real time and helps your sales teams instantly capture more pipeline.