Strategies for Effective Lead to Pipeline Conversion

Presented by

Jeff Day - SVP of Marketing, Act-On, Michelle Blondin - Dir. of Demand Gen, Zoominfo

About this talk

We all know the classic tale: Lead meets brand. They’ve been burned by broken promises before, but this time feels different. The brand’s products solve the lead’s pain points. Lead decides to make the first move. They raise their hand. But all too often, it’s not happily ever after. In fact, in 2023, the average pipeline conversion rate for B2B companies was only 2.9%. Let’s change that. Join ZoomInfo’s Director of Demand Gen, Michelle Blondin, and SVP of Marketing at Act-On, Jeff Day, as they discuss the essential techniques and best practices for nurturing leads to win hearts and convert buyers. You’ll walk away with learnings on: -How to evolve lead scoring strategies to optimize for conversion -Crafting the perfect nurture sequences based on account intelligence and funnel stage -The keys to a strong marketing-sales handoff -Reporting full-funnel metrics to identify what drives opportunities and how to replicate the process
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