Marketing and sales executives consistently assert that they have a pipeline gap – a lead black hole where marketing receives many unqualified opportunities, with just a small percentage translating into customer revenue. This gap is often characterized as two major shortcomings: observable leads that are poorly nurtured and converted, and self-searching Web respondents that are poorly guided along their solution search (and thus never appear as leads).

MarketBridge designs comprehensive approaches to measure and optimize pipeline performance. The result is relevant dialogues with prospects most likely to be high-value selling opportunities. One size does not fit all. Some prospects require high touch…some low touch. In all cases, becoming their top-of-mind choice when they are ready to buy is the objective.

MarketBridge’s DemandStream solution is a multi-channel marketing model designed around a customer-centric sales cycle. Instead of pushing an endless array of product offers to drive campaign-specific pipeline, the customer model anticipates customers’ demand for content and channel hand-offs, moving customers from a series of Web content to telechannels to peer groups to events, and ultimately to distribution and field sales organizations.

Our CRM 2.0 model is driven by process discipline, customer insight, predictive models, nurturing techniques, test-and-learn empiricism, and closed-loop lead management.