Pipeline Management vs. Web Marketing – When to Use What (Part 1)

Posted by JasonB on May 22, 2009

We’ve been asked, and  have seen the debates online, about which is more effective at generating new business in the B2B environment – traditional Pipeline Management (prospecting and nurturing leads using tools such as direct mail and phone calls), or Web Marketing (using search engine optimization and social media such as blogs and web video).  Our answer is that you need an active program for both.

Why? Because for most organizations, prospects can be divided into 2 camps – known and unknown. For known targets, Pipeline Management is an effective way to drive awareness of your product or service with companies you know you want to do business with. You know their names and may even know the key decision makers. Increased awareness will ensure that your organization is top-of-mind when these prospects enter a buying cycle and begin to look for a vendor.

That said, there are likely a significant number of prospects out there that you are not aware of. You can’t directly communicate with these organizations because you don’t know specifically who they are. For these prospects, Web Marketing is an effective tool. Via Social Networks, Blogs, Forums, you can create a presence for your business where these prospects are discussing relevant industry topics and are looking for solutions from peer groups.

Yet technology is blurring the lines between traditional and contemporary methods. For example, direct mail, traditionally used in Pipeline Management, can get lost in the clutter of other competitors’ materials going to a target.  But, integrating a web video (social media) into an email sent to a prospect will help a company stand out amongst the competition.

Keep in mind that an active Pipeline Management and Web Marketing program is right for most organizations. There are, of course, exceptions to the rule. For example, if you have a very unique product or service and your target audience is small, then you may need neither. Your sales resources may provide adequate coverage for all your prospects. In future blogs, we’ll provide a perspective on how the unique characteristics or your organization should impact the design and selection of the right prospecting program.