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Pipeline Acceleration for B-to-B Marketers


Key Takeaways

  • Comprehensive understanding and implementation strategies for the 3 different types of pipeline acceleration:
    • Rapid-entry: processes for stimulating activity at the top of the pipeline.
    • Intra-pipeline: acceleration of an opportunity that has been assigned a dollar value and an anticipated close rate.
    • Last-mile: focuses on the very end of the pipeline, and those deals that require a final positive interaction.
  • A methodology-based approach for which tactics should be used for each acceleration type, based on the three core tactic models:
    • Information void offers: designed to fill a gap in the buyer’s knowledge that is required to keep a buying process moving.
    • Customer proxy offers: designed to show a buyer what life will be like once his or her organization becomes a customer. These offers are designed to reduce the level of perceived risk that more often than not accompanies complex b-to-b buying processes.
    • Financial offers: designed to “buy” the business in a variety of ways, making the cost side of the buying equation more attractive to budget-conscious prospects.
  • Top considerations for measuring acceleration performance


Course Description

  • Online, on-demand.
  • Course format is Flash-based including: video, audio, interactive exercises, visual models, definitions, quizzes, downloadable templates, worksheets, process maps, and a final exam.
  • Divided into modules, or chapters so that participants can integrate with their workload.
  • Participants can stop and re-start or review at anytime.
  • Downloadable toolkit items (worksheets, summaries, process templates, etc).



Certification in “Pipeline Acceleration for B-to-B Marketers” is available for participants who complete all elements of the course and pass the course’s final exam.


Course content is subject to change or revision.





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