How to Increase Your Pipeline Velocity through Content Marketing

Startup marketer, brace yourself for a powerful tool: Content marketing to propel your pipeline velocity! Unlock the methods, the helpful tips, and the easy-to-use tools. Let's dive in!
Understanding Pipeline Velocity
Pipeline Velocity, laden with numerals, is a crucial metric that captures the speed at which leads are moving through your sales funnel. It helps you forecast revenue and identify bottlenecks in your sales process. An accelerated Pipeline Velocity indicates smooth transitions of prospects into customers, fueling your startup's growth.
Your Pipeline Velocity is essential to your startup's success. So at this point, you may be wondering what's the ideal pipeline velocity. The ideal value is highly industry-specific - and affected by economic and industry factors.
For instance, the average B2B SaaS sales cycle got 25% longer in 2023.
Calculating Pipeline Velocity
Calculating Pipeline Velocity is simple. You can utilize the following formula:
Pipeline Velocity = (Number of SalesQualified Leads x Conversion Rate x Average Deal Size) / Length of Sales Cycle
Pipeline Velocity Calculator
However, here's a nifty calculator to help you measure your Pipeline Velocity effortlessly. Just enter your values, and voila – there's your result!
Causes of Sluggish Pipeline Velocity
Recognizing the factors causing slow Pipeline Velocity can help you align your strategies effectively. Remember, these elements are interlinked, so consider them holistically.
- Industry Trends & Economic Cycles: Both your company and your customers exist within a context. If, for instance, you're selling to VC-backed startups, a shift in interest rates can change attitudes toward acquiring new software and extend your sales cycle.
- Poor Lead Quality: If your deals are moving too slowly, or not at all, you may simply be barking at the wrong tree.
- Non-Ideal Sales Dynamics: Is your sales process fitting? Or are you trying to apply strategies from another industry/customer sector, even if they don't work?
- Underperforming Sales Channels: Are you using the right channels and tools?
- Lengthy Sales Cycles: A prolonged sales cycle can slow down your Pipeline Velocity.
The Impact of a Slow Pipeline Velocity
A sluggish Pipeline Velocity can drastically hinder your startup's growth. It could:
- Throw off revenue forecasts
- Make resource allocation difficult
- Prevent your startup from scaling effectively
- Cause cash flow/runway issues
10 Content Marketing Strategies to Accelerate Pipeline Velocity
Content marketing can bolster your Pipeline Velocity by enhancing the lead quality and nurturing them effectively. Here are ten techniques for your arsenal.
- Educational Blogs: Promote lead quality by providing value through informative content.
- Case Studies: Utilize success stories to build trust and allure prospects.
- Product Demos: Highlight features and benefits to evoke interest.
- Value addition tips: Engage your audience with tips on getting the most out of your product/service.
- Behind-the-scenes: Connect with leads by showing your startup’s culture and values.
- Competitor Comparison: Highlight your strengths and advantages over competitors.
- Newsletters: Regularly update your leads to keep them engaged. But beware! Make sure you keep these communications relevant.
- SEO-optimized Content: Ensure your content is easily discoverable by leads independently throughout their sales journey.
- Social Media Campaigns: Use social selling to build relationships with leads on social platforms.
- Interactive Content: Engage leads with quizzes, surveys, or interactive tools.
Content Marketing to Boost Your Pipeline Velocity
In this post, we've shared techniques to take command over your Pipeline Velocity and start improving it. The shift from expensive, PPC-based marketing to cost-effective organic promotions can be the key to unlocking the growth you're striving for.
If you're looking to elevate your Pipeline Velocity through strategic content marketing, Postdigitalist is the partner you need. Embark on your journey towards high-ROI content marketing today. Book a free consulting call today.