Matt Hummel at Pipeline360 on Why Marketing Needs to Focus More on Post-Pipeline Than Driving Pipeline

While CMOs, VPs of marketing, and others are concerned that deals are stalling in the mid-funnel and last-mile nurture, they continue not to invest in it. 

In fact, when Eric Gruber, CEO of Personal ABM, talked to Matt Hummel from Pipeline360 (the guest for this episode),  Matt mentioned that he had just spoken with a CMO customer of his on this exact topic.

 Now, the Pipeline360 platform helps with lead generation, automated campaigns. and appointment scheduling. It's an integrated CRM, it does reputation management, and it enables customizable funnels and websites. The CMO customer told our guest that they're building a strong pipeline using their platform, but it's not converting to revenue. Our guest asked the CMO... How much are you investing in the mid-funnel? And she said... We're not.

She continued to invest in building a pipeline, even though the pipeline didn't go anywhere.

In this episode, you'll hear:

1. Why teams are not investing in the mid-funnel nurture and why they should focus more on post-pipeline than actually building the pipeline. 

2. How CMOs and marketing teams think they are investing in the mid-funnel but they're not. 

3.  How we need to be reading the "defense" and paying attention to what's going on in the accounts we want to win -- and how failure to do this will result in low win rates despite investing in the post-pipeline.

4. How we need to go beyond orchestrating technologies and orchestrate the account experience. 

5. How we should be enabling champions

6. How teams are approaching the mid-funnel wrong -- and how to change the account experiences that are delivered post-pipeline.-

7. Why companies like Uniphore struggle with accounts going dark after initial engagement with ABM campaigns.