The Sales Pipeline Problem: Navigating New Challenges and Opportunities
B2B companies across industries are experiencing significant challenges in generating and maintaining robust sales pipelines. In a recent episode of B2B Marketing Futures hosted by Joaquin Dominguez, Head of Marketing at Adzact, industry experts discussed the underlying factors driving pipeline slowdowns and explored innovative strategies for sales and marketing alignment, leveraging AI technologies, and effective use of first-party data.
Host
Joaquin Dominguez, Head of Marketing at Adzact
Guests
Lindsey Reisbeck, Head of Marketing Operations at Miro
Michael Moreno, Founder at RevGenAI
Why Is the Pipeline Slowing Down?
The discussion opened by acknowledging that pipeline generation challenges are not entirely new but have intensified recently due to heightened market saturation. Lindsey Reisbeck pointed out that the overwhelming number of marketing channels, tactics, and competitors has made it increasingly difficult for marketers to capture attention, despite precise messaging aimed at buyers' pain points.
Michael Moreno agreed, highlighting the additional issue of information overload through emails and social channels, further diluting marketers' ability to reach target audiences effectively. Moreno also noted the transformative impact of generative AI, suggesting that traditional methods of content engagement, like direct content downloads and website visits, are declining sharply as audiences seek information through alternative channels such as large language models (LLMs).
Redefining Ideal Customer Profiles (ICPs)
The experts agreed that a fundamental shift in defining ICPs is essential. Lindsey Reisbeck stressed the importance of proactively refining ICP definitions rather than relying solely on reactive data from past successes. Traditional intent data approaches, often reactive by nature, are becoming less effective in meeting current market demands. Reisbeck advocated for deeper research and proactive anticipation of new market opportunities, emphasizing the importance of understanding customer journeys and creating authentic engagements.
"Many companies think they've defined their ICP, but often it's very surface-level. It's crucial to go deeper, anticipate market shifts, and uncover new opportunities rather than just replicating past wins," Lindsey Reisbeck
Moreno reinforced the need to evolve beyond conventional intent-driven platforms like Demandbase and Sixth Sense, highlighting how LLM-based research is disrupting traditional content-driven lead generation methods.
Aligning Sales and Marketing
Effective sales and marketing alignment emerged as a crucial area for overcoming pipeline challenges. Moreno emphasised clear, cohesive messaging throughout all marketing and sales materials, advocating for simplification to ensure consistent delivery across channels and teams. He particularly highlighted the role of business development representatives (BDRs) in providing valuable feedback on messaging effectiveness and ICP accuracy.
Reisbeck extended alignment beyond sales and marketing, viewing pipeline issues as a company-wide responsibility. She stressed the importance of holistic organisational alignment, advocating for a deeper understanding of cross-departmental perspectives to enhance overall effectiveness. Spending time understanding frontline sales roles, such as SDRs, can provide marketers with invaluable insights into refining marketing strategies.
Leveraging AI and First-Party Data
Both experts addressed how AI and first-party data are critical tools for future pipeline success. Moreno introduced the concept of generative engine optimisation, recommending companies adapt their strategies to better position themselves in the AI-driven landscape. Specifically, he emphasised four key areas: ensuring website clarity to clearly communicate core messages; developing an AI-driven content strategy that includes consistent press releases and thought leadership content; leveraging digital channels, particularly video platforms like YouTube, for broader audience engagement; and refining targeted demand generation techniques, especially valuable for startups aiming to build brand recognition quickly.
"Adjusting your marketing strategy to the new world of AI is critical. Prioritise clear messaging, thoughtful digital content, and targeted outreach to ensure your brand resonates and engages effectively," Mike Moreno.
Reisbeck added that leveraging first-party data is crucial. Accurate and actionable data enhances engagement and conversion, aligning closely with Moreno's advocacy for simplified yet impactful communication strategies delivered through personal outreach and BDR interactions.
Tactical Advice for Pipeline Revival
To effectively address pipeline challenges, Reisbeck advised running thorough diagnostics to pinpoint specific pipeline issues, whether top-of-funnel inefficiencies or conversion problems lower in the funnel. Clearly identifying and addressing these critical points enables more strategic and effective responses.
Moreno recommended maintaining simplicity and clarity in messaging, ensuring alignment with core brand values and value propositions. Both agreed on the importance of customer-centric approaches, particularly engaging with early adopters who can provide direct insights into market demands and preferences.
Final Thoughts
In conclusion, overcoming pipeline challenges requires companies to evolve rapidly, embracing AI-driven strategies, redefining ICPs proactively, and strengthening sales and marketing alignment through simplicity, clarity, and deep cross-team understanding. By leveraging generative AI, prioritising first-party data, and maintaining a strong customer focus, businesses can transform pipeline challenges into sustainable growth opportunities.
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