What is pipeline marketing?

Pipeline marketing is a growth strategy that looks beyond vanity metrics, such as number of leads, and focuses on the entire sales funnel to measure success. Pipeline marketing tools centralize all sales and marketing channels and activities, helping to improve conversion rates at each stage of the funnel.

What metrics should I track for pipeline marketing?

Some metrics you may want to track include average deal size, number of deals, win rate, cost per sale, conversion rate, lead response time and average time to close.

How do you build a marketing pipeline?

To build a marketing pipeline, you need to understand the target persona for your product and their typical buyer’s journey. Next, outline the steps your potential customer must take to move through your sales cycle, such as a call with a salesperson or product demo. Choose a pipeline management software and create a marketing strategy with lead magnets to attract your leads. Set up goals, tools and workflows to capture your first lead – then, start selling.

Pipeline marketing

Transform your growth strategy with pipeline marketing

Even the best marketing campaigns won’t deliver if sales teams can’t manage their pipeline.

Pipeline marketing works to align sales and marketing teams and improve conversions in each phase of the sales cycle.

Build flawless sales and marketing funnels at a lower cost per sale with pipeline marketing.

Full access. No credit card required.

Pipeline marketing features

A pipeline marketing strategy addresses the entire buyer journey to improve lead conversion and create loyal customers. Move from conversations to conversions and support upselling with a complete view of your pipeline.

Leads Inbox

Organize your prequalified leads in one convenient inbox and add them to your pipeline when qualified

Sales pipeline management

Outline your pipeline phases, move prospects and leads from one phase to the next and visualize your progress

Marketing integrations

Align sales and marketing efforts with social media, email marketing integrations and add-ons

Activity tracking

Keep sales teams on task by measuring everything that pushes sales to close, including phone calls, follow-up emails and meetings

Pipeline analysis

Set custom goals and track sales data by team or sales rep with custom reports and a visual dashboard

Customer relationship management

Collect custom data, segment customers and track communications all in one place

What to look for in a pipeline marketing solution

Many factors contribute to a lead’s decision to buy. Breaking your sales process down into pipeline stages lets you analyze what’s working, what’s not and where you can improve.

A pipeline marketing solution goes beyond lead generation, tying revenue generation to lead sources.

Look for a pipeline marketing tool that’s:

Collaborative: The right solution enables all marketing and sales team members to view, track and analyze pipeline data and work toward shared goals.
Customizable: Your product is unique and so is your sales process. Create your pipeline phases, add custom fields or adapt one of Pipedrive’s various templates.
Metrics-driven: Look for software with a visual dashboard to communicate your key metrics.

Boost sales performance with customizable reporting

You need a clear picture of what’s working and what’s not to support strong decision-making and optimize your sales process.

Pipeline marketing offers visibility into which activities give you the greatest return.

Use real-time CRM report metrics – including open rate, click rate, click-through rate and total/unique clicks – to discover which campaigns are winning your audience over.

Use automation to nurture and close more deals

Your salespeople are great at selling. Don’t slow them down with repetitive admin and follow-up tasks.

Boost productivity and conversion rates with automation that keeps your pipeline moving.

Use Automations to trigger events based on lead activity and marketing automation to enter leads and send segmented email drip campaigns.

Build effective email marketing systems with Campaigns

Toggling between email marketing software and a CRM takes time. Manage all your communications and subscriber data in one place with Campaigns by Pipedrive.

Campaigns lets you build beautiful, personalized email campaigns right within your Pipedrive account.

Craft effective designs and messaging with a simple email builder
Nurture prospects into leads and deals
Segment leads for personalized emails

Try the Campaigns add-on today

Equip your teams with Pipedrive integrations

Power up your pipeline marketing with integrations to help you collaborate, automate and sell

Klenty

Automate customer interactions with emails, calls and LinkedIn sequences based on deal stage and interactions. Get more replies and meetings booked with Pipedrive’s Klenty integration.

Google Analytics Connector

Track the source of each lead or deal in Pipedrive. Connect your website analytics to see which pages and content are driving revenue with Google Analytics Connector.

LeadBooster

Enhance your lead generation strategy with features focused on lead nurturing. Make the most of inbound marketing leads with Pipedrive’s LeadBooster add-on.

Facebook Messenger

Maximize productivity by unifying all conversations from your Facebook account in Pipedrive. Convert Messenger conversations into new leads or deals with Pipedrive’s Facebook Messenger integration.

Microsoft Teams

Get Pipedrive updates in Teams and schedule and join video meetings from Pipedrive. Keep your team ready to close that next big deal with Microsoft Teams.

Zapier

Automatically move data between Pipedrive and the other apps you use every day. Work faster and smarter by automating your tasks with our Zapier integration.

Campaigns

Campaigns by Pipedrive is a powerful marketing add-on that helps craft compelling email marketing campaigns and improve customer engagement.

Drag-and-drop email builder: Reduce the time it takes to create stunning emails with customizable templates and an intuitive email builder.
Targeted segmentation: Advanced segmentation and personalization options help you optimize your marketing messages and boost campaign performance.
Real-time insights: Use campaign reports and insights to find out what works and what doesn’t. Easily optimize your campaigns to improve engagement.
No more manual contact imports: Say goodbye to endless data imports and switch to an all-in-one solution.

How Trainify saves time and money with Campaigns by Pipedrive

Corporate education company Trainify wanted to switch from its bulky CRM. It needed an easy customer management solution that streamlined operations and provided data on email marketing campaigns.

Pipedrive’s user-friendly interface and Campaigns add-on helped Trainify save two hours per week in manual admin tasks and accelerate the preparation of email campaigns.

“Having CRM and email marketing in one tool has accelerated the preparation of campaigns, as there is no extra data export or import necessary.”

Read the case study

Pipeline marketing FAQs

What is pipeline marketing?
What metrics should I track for pipeline marketing?
How do you build a marketing pipeline?
To build a marketing pipeline, you need to understand the target persona for your product and their typical buyer’s journey.

Next, outline the steps your potential customer must take to move through your sales cycle, such as a call with a salesperson or product demo.

Choose a pipeline management software and create a marketing strategy with lead magnets to attract your leads. Set up goals, tools and workflows to capture your first lead – then, start selling.

Used by over 100,000 companies in 179 countries

In the forecast view, we look at what deals are due to close this month, next month just to make sure everyone is really honest about what they should be working on.

Carolyn PearsonFounder, Maiden Voyage

One of the favorite features within Pipedrive is the email integration. It pulls all of the clients details in, so that we don’t have to think about it.

Erin and DrewFounders, Pro Arts

As a business owner, my favorite feature in Pipedrive is the statistics and being able to look at the dashboard and use those metrics to help each individual on the team.

Lisa CoyleCEO, 360 Payments