Pipeline Mapping: The Missing Step in Your B2B Marketing Plan

Too many B2B marketing plans start with tactics—campaign calendars, channels, and content. But without a clear map of how prospects move through the funnel, these activities rarely translate into predictable pipeline.

Stephanie Ristow will share a step-by-step approach to map your pipeline and build marketing programs around each stage of the buyer journey, including how to connect segmentation, lifecycle marketing, and messaging to the moments that actually move deals forward. You’ll leave with a practical blueprint for building a marketing plan designed to generate pipeline—not just activity.

In Stephanie’s session, you’ll learn how to:

• Map your pipeline to the revenue milestones that matter most to your business, defining the stages, definitions, and ownership needed for marketing and sales to measure progress toward shared revenue goals
• Identify the benchmark metrics that should guide marketing and sales goals, including pipeline conversion rates, to support predictable revenue
• Develop a program plan aligned to pipeline goals, connecting campaigns, lifecycle marketing, and segmentation strategies to the funnel stages where they can most effectively drive pipeline creation and progression

Get your B2B Forum ticket now!