Research Brief: Events and Rapid-Entry Pipeline Acceleration

Best-in-class marketing organizations are extending their efforts beyond filling the top of the demand waterfall, aligning with sales to develop a menu of offerings that influence and keep opportunities moving through the sales pipeline. When including events as part of intra-pipeline acceleration, marketers must ensure that event strategy and content align with previously executed programs and tactics that generated the opportunity.
Events are a standard component of the b-to-b marketing mix, but few organisations take a disciplined approach to leveraging them for pipeline acceleration. When planning pipeline acceleration-related events, sales and marketing must agree on the target audience profile, as well as specific accounts and contacts to be invited.