Pipeline and Proof A Practitioner’s Guide to B2B Marketing

Description

The B2B buying committee runs six to ten people deep. The cycle runs six to eighteen months. The channels are crowded, the attribution is contested, and the sales team is watching the pipeline number as closely as marketing is.

Pipeline and Proof is a practitioner’s survey of the discipline required to operate inside those constraints: positioning that survives a skeptical committee, an ideal customer profile precise enough to target against, content and demand generation built around a real buyer’s research process, account-based marketing where deal size justifies the effort, a genuine working alignment with sales, disciplined execution across digital and field channels, a martech stack kept coherent, and attribution reported honestly enough to survive a skeptical finance partner.