Forecasting and achieving marketing pipeline targets are key to success in B2B marketing. With the added pressure for short term results, what marketing channels should you use and what outcomes should you expect?

Many factors affect your lead pipeline outcomes including awareness of your brand, your solution proposition, call-to-action offer and the competitiveness of your industry.

Our B2B Pipeline Calculator is based on our many years of B2B marketing experience and benchmarks – as well as industry best practice and third-party research. Answer the questions below for recommended digital channels and projected results.

Note: The calculator is still in beta and we are continually using internal and industry data and benchmarks to improve its quality. Please send us any feedback you might have!


Which industry do you operate in?

How large is your target audience?

How soon do you realistically need to generate leads for Sales? 1
The less time you have, the less opportunity to test, learn and optimise communications with your target audience to maximise results.

How well known is your brand? 1
The more your target audience know and trust your brand, the more likely they will engage.

How strong is the reason for your audience to engage? 1
The strength of your messaging, offers and/or incentives to persuade prospects to engage and provide their personal details.

How much are you willing to invest per month? $2k
This covers the hard costs of any digital media and advertising (excluding creative, production, SEO and email).

Check out your results

Below we provide high-level recommendations for a digital channel mix and projected results based on your inputs. We make a number of assumptions in the arithmetic modelling. We recommend a deeper analysis of your market situation prior to investing in campaign activity.

Projected Pipeline Outcomes (per month)
Audience Impressions:
233,500
The number of times your target audience will be reached via a digital advertisement
Traffic:
3,500
The number of prospects who visit or land on your website or digital platform
Leads:
2,500
The number of prospects who provide their contact information: name, email, role, state, phone, etc
Recommended Channel Mix

Paid Social: Social platforms that offer online advertising, such as Facebook and LinkedIn

Paid Search: Ads on search engines such as Google and Bing

Programmatic Display: Buying advertising at scale across online publications and websites, usually in the form of banner ads but including video and mobile

SEO: Website optimisation to achieve organic search results

Email: Drip and trigger email campaigns to nurture and progress the likelihood of purchase

Recommended tactics and approach

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Want to discuss these results further?