How You Can Generate Pipeline Now

“How can we generate a pipeline now?” is a question I get in every conversation with my clients. Here are the top three pipeline generating tactics I recommend:

1. Videos

Short and insightful, 60-90 seconds, no sales pitch regardless of placement in the funnel (TOFU, MOFU, or BOFU). It doesn’t have to be shot in a studio, with a professional camera and an expensive videographer. Online tools work just fine. What you must have: 1) Captivating subject matter expert, 2) Great lighting 3) Branded digital background. Choose frequency over perfection. Sprinkle your videos all over your website and social channels.

1. Pricing webpage 

Getting a visitor to convert means you have to offer something they really want to know. Pricing is always top of mind. Your page doesn't have to display actual prices, especially if they are driven by variables. Simply list what the different tiers are (if applicable) and what goes into estimating price followed by the call to action: “Request a quote”. Don’t forget to include customer logos, testimonials and (if applicable) high ratings badges from software evaluation sites, e.g. G2 and Capterra.

1. Customer stories

Sharing the success of your existing customers is the fastest way to convince your prospects and partners that your product does what it is supposed to do and makes a big difference for its users. This information is indispensable at every stage of your funnel. Ideally, it is a short video testimonial. A full case study is also great, but needs to be “snackified” to be easily found and consumed on your website and social channels. 

What matters most in pipeline generation is QUALITY. What are your tactics for generating a high quality pipeline?