Pipeline is the problem for almost every SaaS marketing org right now in 2024.

Most SaaS CMOs or Marketing/Demand Gen leaders have a lead database but aren't seeing nearly enough leads turn into meaningful pipeline.

If this is you, you might be going back to the well with the idea of increasing the volume or quality of leads coming into the top of the funnel.

Or, you might be hammering away at this lead database to create more pipeline, but it's just not working.

This episode will walk through steps you can use to move more of your lead database into the pipeline as meaningful sales opportunities.

Today's personal development angle: People don't care about you ... they care about themselves.

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A recent New York Times article attempted to cast the personal development coaching industry as a predatory, shark-infested place that just wants to rob people of their life savings.

In this episode, I share my take on:

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I recently spent 6 days straight, 14+ hours each day, at an event called Date with Destiny, run by Tony Robbins.

I was studying my notes this morning (which literally fill half a large journal, every page full)...

And I came across the topic for today's episode.

It's the "cycle of meaning" - how we create meaning and, ultimately, how we create the conditions we experience in our lives.

Here it is:

Stimulus/ the world --> The mind --> Feeling/Emotion --> Behaviors/Actions --> Life Conditions and Results

Guess which element of this cycle most of us spend 90% of our time and energy on?

Hint: it's the worst one. Listen to the episode to find out which one it is.

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Once an industry full of bold and creative innovators, the tech/SaaS industry has become characterized by its copy and paste business models and its obligatory social values.

This brand of conformity to industry mores has a terrible impact on any company's ability to create a powerful emotional response with its audience and build a long-term business that extends beyond the comfortable confines of its own neighborhood.

It's time for a SaaS industry with authentic brands that can gain the trust of their markets and drive long-term profitable value.

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If you've been listening to The Growth and Influence Podcast for a while now, you have seen it go through two phases.

We started with the goal of talking about Personal Development and Marketing, and the gray area of conflicting values between them.

Phase 1 (episodes 1 - 10) saw a heavy emphasis on personal development, which I enjoyed talking about immensely.

Phase 2 (episodes 11 - 16) was a shift to the emphasis being almost completely on marketing.

This episode discusses the future of the Growth and Influence Podcast, especially where it will focus more consistently.

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Lead nurture fails to meet the pipeline generation needs of SaaS orgs in 2024. Here's why: 

🚫 Low and slow lead conversion rates

🚫 Inefficient use of resources

🚫 Hard to measure and report ROI

In this episode, we'll talk about why, especially in the SMB and midmarket segments, replacing lead nurture with direct response marketing funnels creates the following: 

✅ Higher conversion rates and faster revenue realization

✅ Constant improvement by optimizing a simple system, rather than a complex one

✅ Immediate ROI through high-impact campaigns that require fewer resources. 

✅ Speed and efficiency, clear payback metrics, and cost-effective programs

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Instead of doing traditional lead nurture with a set of leads, we tried something more dramatic 🎩…

And the results demonstrate why lead nurture doesn’t work anymore (and maybe never did).

The bottom line is that lead nurture today is acting more as a placeholder until an SDR can call 🤯…

Rather than a process that delivers qualified leads into the sales pipeline by itself.

This business had been doing a more traditional nurture approach, sending a regular newsletter to its subscriber list.

The newsletter had an innocuous CTA at the bottom which might have been delivering leads into its other free content, but not converting them to a sales call.

We took a more direct approach, and the results demonstrate that this is what you should be doing instead of lead nurture, especially in your smaller segments (SMB, lower commercial/mid-market).

We sent an email sequence that didn’t nurture, it sold the concept of the sales call. It was highly successful. Those calls closed $60,000 in three weeks.

We scripted, promoted, and ran a webinar that sold the concept of the sales call. Those calls closed $50,000 in a short time.

These programs can be evergreen (same emails, same webinar, same results, over and over) if your subscriber base is large enough or growing fast enough.

Nurture marketing is complex, its performance is difficult to evaluate, and it’s not the right play for most organizations whose goal is to move more leads into the sales pipeline.

With the approach I took with this company, you don’t need tens or hundreds of pieces of content.

It’s not hard to align marketing and sales - the leads come to the sales team with uniform qualification levels, instead of being all over the map (leading to complaints about low-quality leads).

You don’t have to do this across multiple channels to start with.

You don’t have to rely on a complicated and probably incorrect lead scoring system.

Marketers are already playing the game on hard mode in today’s environment.

Consider simplifying how you convert your leads to pipeline.

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Follow Andrew's Socials:

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Too many SaaS companies mistakenly think that B2B marketing has to be impersonal and focused only on business benefits and business value.

In reality, your buyers are human beings, and they are as influenced by emotions and personal motivations at work as they are away from work.

If you’re not marketing in this way, you’re getting lost in a sea of messages that simply don’t resonate because they don't mean anything to your prospects.

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