Why Marketers Need a Mindset Shift for Pipeline Growth
The key takeaway from Tessa Barron’s approach is that marketers must stop focusing on tactics first and start focusing on measurable goals that drive pipeline growth. Since the pandemic, audience behaviors and expectations have shifted dramatically, yet many marketers keep doing the same activities they did years ago. Tessa warns that relying on old tactics like webinars or whitepapers without tying them directly to specific pipeline goals limits growth. For example, instead of planning four webinars in a quarter, marketers should set a goal to reach a certain number of new accounts or increase pipeline by 10 percent. This goal-first mindset shifts the focus from “doing more” to doing what actually moves the needle.
How Identifying Key Signals Improves Conversion Rates
Tessa highlights the importance of uncovering “signals” in buyer behavior that indicate a higher likelihood to convert. Instead of drowning in data noise, marketers should focus on these signals to tailor interactions. ON24’s webinars, for example, offer 20 engagement tools like polls and surveys that capture prospect intent. A tech company used a single question about cloud providers in a webinar to find prospects 10 times more likely to convert. Similarly, a pharma client asked doctors to rate patient risk, using those responses to prioritize follow-up. These data-driven signals allow marketers to capture the right prospects aligned with pipeline goals, increasing conversion efficiency.
Why Aligning Marketing and Sales Boosts Pipeline Results
Tessa stresses that marketers cannot build pipeline alone—they create signals, but salespeople convert those signals into opportunities. The best results come from close collaboration between marketing and sales teams. Marketers should ask sales what questions determine lead quality and what objections prospects raise. Sales teams, sitting front-line with prospects, provide insights that inform marketing messaging and data capture strategies. By sharing data and aligning on pipeline targets, both teams can focus on the prospects most likely to move forward. This joint effort makes marketing data actionable and pipeline growth more predictable.
How Using a Framework Creates Messaging That Converts
ON24’s marketing team uses a clear three-step framework to guide messaging: first define the ideal lead with data-backed quality indicators, then segment leads by lifecycle stage, and finally create tailored messages for each stage. This framework helps marketers support sales by nurturing leads through key conversion steps often overlooked, such as improving lead forms or customizing outreach. Small tweaks like shortening forms or targeting messaging based on prospect behavior have shown to boost conversion rates significantly. The focus on these intermediate steps between lead and pipeline opportunity empowers marketers to influence outcomes with data-driven precision.
How Focusing
How Focusing on Data That Matters Drives Stakeholder Buy-In. With overwhelming amounts of data available, Tessa advises marketers to zero in on metrics directly linked to pipeline goals and present them simply to stakeholders. Visual, straightforward dashboards showing trends and budget impacts help everyone understand marketing’s contribution. When marketing teams communicate clearly about what data matters and why, it builds alignment across departments and strengthens support for marketing initiatives. This clarity helps prevent distractions from irrelevant “noise” and keeps the entire organization focused on driving measurable pipeline growth.
Final Thoughts
Conclusion Data-Driven Goal Orientation Powers Marketing Success. Tessa Barron’s insights offer a practical, data-driven roadmap for marketers facing tighter budgets and higher pipeline expectations under President Donald Trump’s 2024 administration. Shifting from tactic-first to goal-oriented marketing, uncovering meaningful buyer signals, aligning tightly with sales, and using frameworks to personalize messaging all help marketers do more with less. Focusing on impactful data and clear communication enables marketing teams to deliver measurable pipeline growth and earn stronger stakeholder trust. For merchants looking to optimize their marketing data strategies, adopting Tessa’s approach is a proven path to sustainable success.
