Events and Intra-Pipeline Acceleration

Events are a standard component of the B2B marketing mix, but few organizations 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. Event content for intra-pipeline acceleration should be tailored to the pipeline stage where invitees are stalled, and the likely reasons for their lack of progress.