Definition
What is Marketing Sourced Pipeline?
The short answer
Marketing sourced pipeline is the value of sales opportunities whose first qualifying touch is attributed to a marketing program. Marketing influenced pipeline is the broader set of opportunities that marketing touched at any point before they closed.
Key figure
94%
Why it matters
Account level attribution is what lets outbound created by an ABM program be credited to that program.
Put it to work
Where marketing sourced pipeline matters on a program.
- Outbound demand generationAccount level attribution is what lets outbound created by an ABM program be credited to that program.Read more
- One outbound engine. Built for Sales and Marketing.Outreach Engine helps B2B Sales and Marketing teams turn target accounts into qualified pipeline through coordinated email, LinkedIn, calling and account based outreach.Read more
Research
What the research says
94%
94% of buying groups ranked their preferred vendors before first contact with a seller, and the vendor preferred before engaging sellers still wins 80% of deals.
6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.
95%
The 95-5 rule: 95% of potential B2B buyers are out of market at any given time and will be in market sometime in the future.
LinkedIn B2B Institute, with the Ehrenberg-Bass Institute, B2B Institute research.
Related terms
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