The New Pipeline Is People

Turning People—Not Personas—Into Pipeline

We used to think of pipeline as a CRM stage. 𝐁𝐮𝐭 𝐲𝐨𝐮𝐫 𝐧𝐞𝐱𝐭 𝐛𝐮𝐲𝐞𝐫 𝐢𝐬𝐧’𝐭 𝐬𝐢𝐭𝐭𝐢𝐧𝐠 𝐢𝐧 𝐚 𝐬𝐩𝐫𝐞𝐚𝐝𝐬𝐡𝐞𝐞𝐭—𝒕𝒉𝒆𝒚’𝒓𝒆 𝒔𝒄𝒓𝒐𝒍𝒍𝒊𝒏𝒈 𝒂 𝒇𝒆𝒆𝒅.
➡️ They’re in a DM thread.
➡️ A Slack group.
➡️ A podcast comment.
Today, buyers don’t discover vendors through drip campaigns...𝐓𝐡𝐞𝐲 𝐟𝐢𝐧𝐝 𝐲𝐨𝐮 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐭𝐫𝐮𝐬𝐭. 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐩𝐞𝐨𝐩𝐥𝐞.

👀 In 2025, over 50% of B2B marketers are doubling down on influencer budgets. And, it’s not just vanity metrics—it’s buyer behavior.

They follow leaders. Operators. Creators. Then they forward your brand to procurement. It’s not B2B vs B2C. Many of the B2C principles are having an impact in B2B - (buyer first, personalization, omnipresence)
It’s Business to Anyone who trusts you enough to listen.

If you’re not mapping influence into your GTM motion, you’re already behind.

👥 Download The B2A NextGen Playbook and learn how to turn people—not personas—into pipeline.