Use A Pipeline Generation Strategy to Attract Sales Leads

BY Jessica Helinski
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Do you have a pipeline generation strategy? If not, it’s time to create one. Attracting high-​quality leads to your pipeline takes some thought and the right strategy. 

What Is A Pipeline Generation Strategy?

Nearly 33% of sellers say it’s getting hard to generate new business, according to SalesFuel’s Voice of the Sales Rep.

The reason for this challenge may be because they don’t have a strategic approach to lead generation. Reps continue to focus on quantity over quality when it comes to adding to their pipeline. But this isn’t sustainable. This is why strategy is needed.

A pipeline generation strategy is a process of generating awareness and interest in your product or service to attract a steady stream of potentially qualified leads … [Potentially qualified leads] who are ready to buy from you,” explain the professionals at UserGems.

2 Ways to Improve Your Pipeline Generation

Sellers have many opportunities to attract the best leads if they take the time to create a strategy. One important step in doing so is being aware of, and responding to, buying signals. 

Also known as “sales triggers,” these signals indicate that a change is impacting an organization, presenting an opportunity for sellers. 

There are many types of buying signals to look for. Signals can be internal or external, as UserGems points out. 

Internal events can include: 

  • Mergers and acquisitions. Typically, these events involve an assessment of current vendors and solutions. They offer the chance for you to step in and offer your solution as an option for the new organization. 
  • Financial growth. Keep an eye on the financials of potential leads. A big boost in client revenue could mean they are in a position to buy. 
  • Job changes. As employees come and go, new faces mean new chances to find a champion within a company you’ve been eyeing. And, don’t forget about current champions who move on; they can give testimonials about your offering to their new company. 

External events can include economic shifts and changes. “This encompasses everything from changing customer demographics and economic turbulence to competitive activities … [These are] other factors that can positively or negatively impact the chances of an organization’s success,” UserGems explains. 

Incorporate this into your lead generation strategy. Stay on top of industry news, follow relevant blogs, and keep up on LinkedIn happenings. 

Conduct Cold Outreach

Despite what you’ve heard, cold outreach is far from dead. And it should play a role in your pipeline generation strategy. 

One of the keys to successful cold outreach is confidence. If your fear of rejection is too large, you’ll kill your chances of connecting with the lead. Often, sellers think just picking up the phone or sending the email is the first step. But it all starts with confidence. 

Your belief that you can create value for your client must be greater than their fear … [Fear] that you will waste their time, like so many others who have acquired a meeting without having anything to offer,” notes Anthony Iannarino.

Confidently knowing the value you can offer a potential lead is what will make your cold outreach a success. And if you find this to be a challenge, you have the power to adjust your mindset. Take a look at these suggestions for overcoming shaky confidence and embracing the value you offer. 

Doing some research prior to reaching out will also help with confidence. Prepared resources will position you to create a strong value proposition for the lead while also establishing a connection. 

These tips can help you set the foundation for a strong pipeline generation strategy. Once established, you’ve created a clear entry for leads to enter. For even more guidance on how to nurture your pipeline, investigate these suggestions.

Photo by: Karolina Grabowska