Fill Your 2026 Marketing Pipeline by Turning Buyer Signals into Revenue

Introduction

Signal-based outreach is revolutionizing how B2B companies fill their marketing pipelines. We all know a healthy marketing pipeline is the lifeblood of revenue growth – but traditional tactics often funnel in a lot of unqualified prospects. In fact, over 80% of new leads never convert into sales, largely because they aren’t truly ready to buy (9). The game-changer? Focusing on intent data and buying signals to engage prospects who are actively in-market. This approach lets marketing teams zero in on high-intent opportunities, accelerate pipeline generation, and deliver outsized contribution to sales.

In this comprehensive guide, we’ll unpack how B2B leaders can leverage buyer intent to supercharge their 2026 marketing pipeline. You’ll learn what signal-based outreach is, why it’s crucial in today’s B2B landscape, and how to implement it. We’ll also clarify concepts like marketing-sourced vs. marketing-influenced pipeline and how to measure marketing’s contribution. Each section includes real-world stats and strategic insights to help you confidently build an intent-driven, omnichannel engine for pipeline growth. Let’s dive in.

What is a Marketing Pipeline?

A marketing pipeline is the end-to-end process and series of stages through which potential B2B customers move – from initial awareness of your company to becoming a sales opportunity and ultimately a client. It’s often visualized like a funnel or pipeline that marketing helps feed at the top and nurture through the middle. Essentially, the marketing pipeline refers to all the prospective deals in progress that were generated or influenced by marketing. A healthy pipeline means you have a steady flow of qualified sales leads turning into opportunities for the sales team. Marketing’s job is to attract and engage these leads (via lead generation campaigns, content, events, etc.), qualify them (e.g. via MQL criteria or intent signals), and hand them to sales as SQLs or opportunities. By monitoring pipeline metrics (volume, conversion rates, velocity), companies ensure there’s enough demand to hit revenue targets. In short, the marketing pipeline is a view of future sales potential driven by marketing efforts, showing how leads convert to deals over time.

What is the difference between marketing-sourced and marketing-influenced pipeline?

Marketing-sourced pipeline measures deals that originated directly from marketing’s efforts. If marketing generated the lead that became an opportunity (for instance, through a campaign or content download), the value of that opportunity is counted as marketing-sourced pipeline. It’s essentially pipeline created by marketing. 

Marketing-influenced pipeline, on the other hand, includes any deal where marketing played a role at some point, even if marketing didn’t source the lead initially. For example, if sales found a lead but marketing nurtured them with a webinar or case study that helped turn them into an opportunity, that deal is marketing-influenced. 

The influenced pipeline metric recognizes that marketing often supports and accelerates deals that weren’t solely marketing-sourced. Both metrics are important: sourced pipeline shows how much new business marketing is opening, while influenced pipeline shows how marketing contributes to all revenue. Companies often use a hybrid model tracking both. As an analogy, marketing-sourced is like the portion of crops you planted, while marketing-influenced is the bigger harvest you helped grow (even if you didn’t plant every seed). Measuring both gives a fuller picture of marketing’s contribution to revenue (5).

The 2026 B2B Buying Landscape: Hidden Journeys and Higher Bars

Today’s B2B buyers are more independent and digitally driven than ever. They prefer to research quietly, and by the time they engage a vendor, they’re often far along in their decision process. Consider these eye-opening stats: B2B buyers conduct an average of 12 online searches before ever visiting a company’s website, and 90%+ of buyers have prior interactions with at least one vendor under consideration, by the time they speak to sales (10). In other words, the majority of the buyer’s journey now happens under the radar, without your sales team’s knowledge. No wonder so many pipelines run dry – if you’re only chasing inbound form fills or cold lists, you’re missing up to 80% of the buyer’s journey (6).

This shifting landscape raises the bar for marketing and sales. Modern B2B customers expect personalized, timely engagement across many channels. In 2016, a typical B2B buyer might use 5 different touchpoints; today they use 10 or more channels on their buying journey (3). And they demand seamless omnichannel experiences – more than half of buyers will walk away if they can’t fluidly switch between online research, emails, calls, and in-person chats during their decision process (3). The message is clear: simply relying on old-school outbound (like untargeted cold calls or mass email blasts) won’t cut it in 2026.

To thrive now, marketing teams must adapt. It’s about finding the right prospects at the right time with the right message. That’s where signal-based outreach comes in. Instead of casting a wide net and hoping some leads bite, signal-based strategies use data to pinpoint who is actively looking for your solution (or something like it) and then reach out with relevant, timely communication. Given that 96% of B2B marketers report success with intent-driven programs (6), it’s no surprise that 97% believe leveraging intent data gives a competitive advantage (7). In the next sections, we’ll explore exactly what this approach entails and how you can leverage it to fill your marketing pipeline with high-quality opportunities.

The B2B purchase funnel is largely hidden online now. Buyers often reach the decision stage (bottom of funnel) before engaging vendors, making it crucial for marketers to detect intent signals early and intervene with timely outreach. (2) (3)

What Is Signal-Based Outreach (and Why It Matters)?

Signal-based outreach means using buyer intent signals to drive your marketing and sales engagement strategy. Rather than blindly cold-calling or emailing everyone on a list, you monitor for signals that a prospect is in-market – and then proactively reach out with a relevant sales pitch. Think of it as shifting from spray-and-pray to aim-and-engage. By focusing on intent signals, your team spends time on prospects who are actually showing interest, drastically improving efficiency and results.

Buyer intent signals are the telltale clues that a potential customer is researching or considering a solution like yours. These can include behaviors like visiting certain webpages, downloading whitepapers, attending webinars, comparing vendors on review sites, searching for specific keywords, or engaging with targeted ads. Individually, any one signal might seem subtle. But taken together, they paint a picture of buyer “digital body language” – cues that indicate readiness to buy (2). For example, if multiple people from the same company are repeatedly visiting your product and pricing pages, that’s a strong intent indicator. Similarly, if a target account starts consuming content on third-party sites about solutions in your category, it’s a signal they could be evaluating options.

Why does this matter? Because catching buyers at the moment of intent is a marketer’s golden window. Outreach triggered by intent tends to land on receptive ears. Studies show companies using intent data see massive performance boosts – 93% higher conversion rates on average (12), and 220% higher click-through rates in campaigns (11). Instead of interrupting prospects who aren’t interested, you’re engaging those who want information. The result: more qualified leads, faster sales cycles, and less budget wasted on dead ends.

To illustrate the difference, here’s how traditional outbound compares to signal-based outbound:

In short, signal-based outreach flips outbound sales and marketing from a numbers game into a data-driven science. It ensures your marketing pipeline is populated with accounts that have genuine potential, rather than just names on a list. Given that only 25% of B2B companies currently use intent data tools (6), adopting this approach in 2026 can be a major competitive advantage. You’ll capitalize on opportunities your rivals might miss – engaging prospects who are actively looking, often before competitors even know they exist.

Understanding Buyer Intent Data and Signals

To leverage intent-driven outreach, it’s essential to understand what counts as a buyer intent signal and how to gather this data. In practice, buyer intent data is information that indicates a prospect’s level of interest or readiness to purchase. It comes in two main flavors:

• First-party intent data: Signals collected from your own digital properties and marketing channels. This includes a prospect’s behavior on your website (pages viewed, content downloaded, repeat visits), responses to your emails, interactions with your social media or webinars, and any information they submit (like forms for demos or pricing). First-party data is highly accurate and specific to people who have engaged with your brand in some way. For example, a visitor spending 5 minutes on your “Pricing” page and then requesting a demo is broadcasting strong intent – and you own that data directly.
  
• Third-party intent data: Signals observed on external websites and platforms, gathered by providers who aggregate broader buying behavior. This captures prospects’ research activity across the web – reading articles, comparing solutions on review sites (like G2 or Capterra), searching for product terms, etc., even if they haven’t visited your site. Third-party intent data expands your view to the whole market, alerting you when a target account is surging in interest around topics related to your offering. For instance, if a company’s team is downloading multiple guides about a technology you sell (but from another site), third-party data can flag that account as “in-market.” According to industry research, 99% of large companies are now using some form of third-party intent data (13) – it’s become an essential tool for broad visibility.

Buyer intent signals can take many forms. Some common examples include:

• Web page visits: e.g. a prospect visiting your case studies, pricing page, or a specific product page multiple times (9).
  
• Content engagement: e.g. downloading an eBook/whitepaper, registering for a webinar, or reading multiple blog posts on a relevant topic (9).
  
• Search queries: e.g. searches for terms like “best [your solution] software” or “[industry] [service] providers” – especially if they include words like “buy” or “compare” (9).
  
• Review site activity: e.g. visiting your category on G2/TrustRadius, reading reviews or comparisons involving your product or competitors (9).
  
• Competitor and topic research: e.g. spending time on competitor websites, or consuming third-party content about the problem you solve.
  
• Buying triggers: e.g. requesting a price quote, clicking an email about a discount, or even changes like hiring a new VP of Sales (indicating a potential new initiative).
  

Each of these signals alone is useful, but the real power is in combining them. By aggregating dozens of data points, intent platforms create an “intent score” or surge indication for accounts. Modern tools (including Martal’s own AI platform) analyze 3,000+ intent signals to build an ideal customer profile and pinpoint prospects who are spiking in buying interest. The outcome? Marketing and outsourced SDR teams get alerted to hot accounts at exactly the right time, instead of weeks or months later when interest has cooled.

It’s worth noting that privacy and accuracy are key considerations with intent data. First-party data is inherently privacy-friendly (it’s your own users’ interactions), whereas third-party data requires careful vendor selection to ensure compliance and quality. The good news: 92% of B2B teams report successfully integrating intent data into their systems without major issues (6), and 70% say data quality challenges are manageable with the right provider (6). In other words, the technical hurdles and concerns that once surrounded intent data are largely solved. With dozens of reliable intent data providers and tools on the market, even midsize teams can plug in and start capturing signals quickly.

By understanding your buyers’ digital body language, you empower your marketing team to focus on real opportunities. Instead of guessing who might be interested, you know who is actively showing interest. This intelligence is the foundation for building a high-performance marketing pipeline in 2026.

Marketing Pipeline Metrics 101: Marketing-Sourced vs. Marketing-Influenced Pipeline

Before we dive into execution strategies, let’s clarify how we measure marketing’s impact on the pipeline. B2B leaders often discuss “marketing-sourced pipeline” and “marketing-influenced pipeline” as key metrics. What’s the difference, and why do both matter?

• Marketing-Sourced Pipeline refers to deals or opportunities that originated from marketing efforts directly. In other words, these are prospects that became pipeline (usually meaning they turned into sales opportunities) thanks to a marketing-generated lead or campaign. For example, if your marketing team ran a targeted LinkedIn outreach or an email campaign that generated a demo request which then became a qualified opportunity, that opportunity’s value is counted as marketing-sourced pipeline. This metric shows how much new pipeline (in dollar value or number of opps) marketing created from scratch.
  
• Marketing-Influenced Pipeline captures all opportunities where marketing played a role at any stage, even if marketing didn’t source the lead initially. B2B sales cycles are multifaceted – marketing might nurture a lead with content, webinars, or emails that help move it along, even if the lead was originally found by sales or came inbound on their own. Influenced pipeline measures the total value of deals that had any marketing touch. For instance, if an SDR found a prospect on their own (outbound) but later that prospect attended your marketing webinar and downloaded a whitepaper before buying, marketing influenced that deal. This metric recognizes marketing’s contribution to accelerating or closing sales, beyond just the origin.
  

Why measure both? Because focusing only on marketing-sourced pipeline can paint an incomplete picture of marketing’s true impact (5). In account-based environments or strategic enterprise sales, it’s common that marketing-sourced pipeline is a smaller percentage (Forrester notes it can be as low as 5–20% in strategic account programs (5)). That doesn’t mean marketing isn’t pulling its weight – in these cases, marketing is still critical through influence (nurturing and enabling deals). In fact, in large enterprise accounts, marketing might only “source” ~10% of opportunities, but influences up to 75% of them through content and programs (4).

The takeaway: marketing contribution should be looked at through both lenses. Marketing-sourced pipeline demonstrates the team’s ability to open new doors, while marketing-influenced pipeline demonstrates its broader support in driving deals to close. Savvy organizations often set goals for both. For example, you might target that marketing should source 30% of net new pipeline and influence 100% of deals in some way. Benchmarks vary, but research suggests that in mature B2B companies, marketing typically sources about 25–30% of the total sales pipeline in established territories, and up to 40% in new markets where sales teams are smaller (4). The rest comes from sales and partners. Those figures align with SiriusDecisions/Forrester benchmarks and are seen as healthy ranges.

What matters most is aligning with sales on definitions and targets. A hybrid model is often best, where marketing is accountable for sourcing a certain portion of pipeline and for influencing the remainder (5). This avoids the classic attribution tug-of-war. When done right, measuring both sourced and influenced pipeline fosters collaboration: marketing works to open whitespace opportunities and to accelerate all deals through nurturing. And critically, when you adopt signal-based outreach, you improve on both fronts – you’ll generate more marketing-sourced opps by catching in-market buyers early, and you’ll increase marketing’s influence by continuously engaging prospects with relevant content triggered by their behavior.

To put a number on it, consider pipeline contribution as a share of revenue goals. Say your company’s annual new business goal is $10M. If marketing is expected to source 30%, that’s $3M in pipeline (usually pipeline needed would be 3-4x the revenue target, depending on win rates). Marketing-influenced might be, for example, 70%+ of that $10M, meaning $7M of deals had marketing touches. Tracking these metrics helps CMOs demonstrate value: instead of vanity lead counts, you can say “Marketing sourced $3M and influenced $7M of pipeline last quarter”. In boardrooms, that language resonates.

One caution: Ensure you have a clear attribution model and buy-in from sales on what counts as “sourced” or “influenced.” Common practice is to attribute sourcing to the first touch (which team brought the lead in) and influence to any significant marketing touch before deal close (e.g., content downloads, events, etc.). Automation tools and CRM integrations with your marketing automation can help track this. The goal isn’t to claim credit for the sake of it, but to understand where growth is coming from and optimize your strategy accordingly.

Now that we’ve covered the metrics, let’s focus on making those numbers grow – by leveraging intent signals to load your marketing pipeline with high-quality opportunities.

Leveraging Buyer Intent Signals to Fill Your Pipeline

How can you practically use intent data and signals to drive more pipeline? Let’s break it down into actionable strategies. Signal-based outreach isn’t a single tactic; it’s a strategy that informs many tactics across your marketing and sales development efforts. 

What are buyer intent signals in marketing?

Buyer intent signals are behavioral indicators—like content views, search queries, or competitor research—that suggest a prospect is actively considering a solution. These signals help marketers prioritize and personalize outreach.

Here are key ways to leverage buyer intent to feed your pipeline:

1. Prioritize In-Market Accounts: Start each week or campaign by looking at who is “surging” on intent. Modern intent platforms (like Bombora, 6sense, Intentsify, etc.) will show you which target accounts have an increased interest in relevant topics. Focus your outreach on these accounts first. Your SDRs or sales reps will be far more effective calling on companies that are already researching solutions in your space, versus a random list. According to one study, 99% of companies experience a boost in sales or ROI after adopting intent data strategies (13). It’s simply about working smarter: if two prospects fit your ICP (ideal customer profile) but one has been reading articles on your category all week, that’s the one to call immediately.

2. Personalize Outreach with Context: Intent signals tell you what a prospect cares about. Use that intel to tailor your messaging. For example, if a prospect’s behavior shows interest in “customer experience optimization,” lead with a pain point or solution around that topic. Mention the specific context: “Hi, I noticed your team was looking into customer experience tools…” – this instantly sets you apart from generic pitches. Even on cold outreach, referencing a buyer’s recent activity (where ethically permissible) can boost response rates. No surprise, 96% of marketers using intent data say it has helped them achieve more personalization in content and campaigns (7). A practical tip: create sales email templates or cold call scripts aligned to common intent topics. If an account surges on “CRM integration,” have a template that speaks to integrating solutions seamlessly with CRM, including a case study link. Personalization doesn’t mean writing completely unique messages from scratch every time; it means segmenting by interest signals and using language that resonates with what the buyer is likely thinking about.

3. Align Marketing and Sales on Signal Handling: One of the biggest wins of intent-driven pipeline building is improved sales and marketing alignment. When both teams operate off the same intent insights, there’s less friction over lead quality and follow-up. Establish a clear process: when marketing identifies a high-intent account (through web analytics or third-party data), how is that relayed to sales? Perhaps your marketing ops creates a task in CRM, or outbound SDRs have a dashboard of “hot intent leads”. Define SLAs – e.g., sales will follow up on intent-qualified accounts within 24 hours. Because these leads are gold, you don’t want them sitting idle. This alignment pays off: 53% of B2B marketers say their primary reason for using intent data is to better align with sales (7). And organizations with strong sales-marketing alignment driven by shared intent data see 38% higher win rates and significant improvement in pipeline velocity (6). We/Our team at Martal often implements daily stand-ups or Slack notifications around new intent signals, so reps can strike while the iron is hot. When marketing and sales coordinate like this, prospects experience a seamless journey – the content they saw online is followed by a rep’s call that feels like a helpful continuation, not a random cold pitch.

4. Orchestrate Omnichannel Touchpoints: Don’t limit signal-based engagement to just one channel. Buyers hop between channels (remember, 10+ interactions on average (3)), so your outreach should too. An optimal sequence might look like: marketing runs a targeted display ad or LinkedIn ad towards an account showing intent (to build awareness), simultaneously an SDR sends a highly personalized email referencing a relevant insight, and a few days later follows up with a phone call or voicemail. Connect on LinkedIn with key contacts and share a piece of content addressing their interest area. Essentially, surround high-intent accounts with helpful information from multiple angles. Companies that succeed here often use a mix of automated account-based marketing (ABM) touches and human outreach. The consistent finding is that a coordinated multichannel approach yields far better engagement. In fact, B2B businesses using an omnichannel strategy (combining email, phone, social, ads, events, etc.) see an 11% higher year-over-year revenue growth on average than those that stick to single channels (8). The reason is simple: you meet buyers where they want to engage. Some respond to an email, others to a LinkedIn message, others will only notice when they see your brand a few times (ads + an event invite + an email). Intent data can inform which channels to emphasize – e.g., if a prospect spends lots of time on LinkedIn reading about your space, lean into LinkedIn touches.

5. Nurture and Accelerate, Don’t Just Hunt: Intent-based pipeline building isn’t only about net-new lead gen; it’s also about accelerating existing opportunities. For example, if a deal is stalled in mid-funnel, and you suddenly see that the prospect just searched for a specific feature or started reading your knowledge base articles, that’s a signal for marketing and sales to tag-team. Marketing might quickly provide a case study addressing that topic or run a tailored email drip campaign to the buying committee. Sales can time their follow-up call to discuss exactly that feature or concern. Essentially, use intent signals throughout the funnel to nurture leads toward close. Many teams set up alerts for key signals (e.g., target account visits the Pricing page or a competitor’s site) and have predefined plays for them. This approach yields shorter sales cycles – 82% of B2B marketers reported faster conversion of intent-driven leads (14). When buyers feel like your company anticipates their questions and needs, they move more swiftly and confidently. It’s the difference between a generic “just checking in” follow-up versus a highly relevant “noticed you checked out our integration docs – let’s discuss how we connect with your system.” The latter is far more likely to advance the deal.

6. Continuously Refine with Data: Finally, treat your signal-based outreach as a learning process. Over time, analyze which intent signals most often lead to pipeline or closed deals. Maybe webinar attendance combined with third-party intent “surge” score above a threshold is a sweet spot – those leads convert at a high rate. Feed that insight back into your scoring models. Also, track the pipeline contribution from these efforts. Are the opportunities sourced via intent outreach progressing faster or closing at a higher rate? Often they do – one study found companies realize full ROI on intent data within 6 months in 61% of cases (6) because the deals influenced by intent insight close quicker and at higher win rates. Use such metrics to iterate your strategy and also to prove the value to your executive team. For instance, if your CMO sees that marketing-sourced pipeline doubled after implementing intent-driven, outbound prospecting, or that average deal size went up because you targeted more ready buyers, it’ll secure continued investment in these programs.

By implementing these strategies, you transform your marketing pipeline development from reactive to proactive. Instead of waiting for prospects to raise their hand, you’re reading their digital signals and reaching out to help them at the perfect moment. It’s a win-win: buyers get timely, relevant information (often before they even issue an RFP or shortlist vendors), and you get a predictable pipeline full of deals that are more likely to close.

The Benefits: Stronger Pipeline, Faster Growth

Let’s quantify the impact of signal-based outreach on your marketing pipeline and overall revenue engine. When you leverage buyer intent effectively, you can expect improvements across the board – from lead volume to conversion rates to sales cycle length. 

How does signal-based outreach improve pipeline development?

Signal-based outreach improves pipeline by focusing on high-intent leads, resulting in higher conversion rates, faster sales cycles, and more efficient use of resources. It aligns marketing and sales efforts, driving both sourced and influenced pipeline growth.

Here are some of the standout benefits, backed by research and benchmarks:

• Significantly Higher Conversion Rates: Focusing on high-intent prospects means a greater share convert to opportunities and customers. In fact, 93% of B2B marketers have seen conversion rate increases by using intent data (6). Instead of the classic funnel where lots of leads trickle down to a few deals, an intent-driven funnel is more efficient. One reason: you’re contacting prospects at the moment their need is acute, so they respond and progress at a much higher clip. Expect email open and reply rates to jump (some teams report doubling or tripling their email CTRs when adding intent signals to targeting (6)) and qualification rates to improve since you’re talking to people with a project in mind.
  
• Faster Sales Cycles: Engaging buyers when interest is peaking helps shorten the normally long B2B sales cycle. Studies show 82% of marketers observed faster conversion of intent-qualified leads (14), often cutting sales cycle length by 20–40% (6). Deals don’t stall as often because the prospect’s urgency is higher. Plus, your tailored outreach addresses questions early, reducing the back-and-forth. Time is money – faster deal velocity means you can do more with the same sales resources and hit quarterly targets more reliably.
  
• More Pipeline and Higher Quality Leads: Intent data shines a light on “hidden” prospects you’d otherwise miss, effectively expanding your pool of leads. 99% of businesses report higher sales or ROI after integrating intent data into their strategies (13). Importantly, these leads are also better quality – 97% of marketers say intent data helps them find higher-quality leads that sales is more eager to work (7). It’s quality and quantity, not a trade-off.
  
• Improved Marketing and Sales Alignment: We touched on this, but it’s worth emphasizing as a benefit. When marketing provides sales with timely intel (e.g. “Account X is spiking on intent, here’s what they care about…”), and sales trusts those insights, you get tighter teamwork. Shared success metrics emerge: pipeline contribution, account engagement, etc., rather than marketing and sales finger-pointing over MQLs. As noted, 53% of marketers use intent data specifically to drive sales-marketing alignment (6), and those who do enjoy better retention and win rates. Anecdotally, nothing makes a VP of Sales happier than seeing marketing spend less time on low-value leads and more on stuff that helps them close deals.
  
• ROI and Cost Efficiency: Signal-based outreach can actually lower your customer acquisition cost (CAC) by reducing wasted effort. By honing in on accounts likely to convert, you avoid burning budget on uninterested audiences. More than half of businesses report positive results and ROI from intent data utilization (1). And as mentioned, a majority see ROI payback in under 6 months (6). To illustrate, imagine your SDRs normally have to make 100 calls to get 5 meetings. If intent data helps them get 10 meetings from the same 100 calls (because they called better targets), you’ve effectively halved the cost per opportunity. That efficiency scales across your entire marketing and sales motion.
  
• Competitive Advantage in Market: Lastly, consider the strategic advantage. If only ~25% of companies use intent data today (6), by adopting it you join the forward-thinking minority – the early adopters who often leap ahead. You’ll start engaging prospects before they issue RFPs or reach out to competitors, allowing you to set buying criteria and shape preferences. Essentially, you can become the first mover in more deals. Early adopters of intent-driven strategies note that they often discover projects in target accounts that competitors’ traditional approaches miss entirely. In a world where B2B buyers might contact the first viable vendor that reaches them, being proactive means you get the first shot at the deal (and as HubSpot found, 78% of customers buy from the company that responds to them first (1) – which often can be the one that initiated the conversation thanks to intent insight).
  

In summary, leveraging buyer intent data is like upgrading your marketing engine from a standard model to a turbocharged one. You fill your pipeline with fewer but better leads, you move them faster through the funnel, and you close more business – all with less waste. It’s a key reason why 98% of B2B marketers now say intent data is essential for demand generation success (7). The numbers speak for themselves.

As you plan for 2026, consider which of these benefits would make the biggest difference for your organization: do you need more pipeline? Better win rates? Shorter cycles? Chances are, signal-based outreach addresses all of the above. Next, we’ll discuss how to put this into practice with an expert sales partner to accelerate your results.

Partnering to Accelerate an Omnichannel, Intent-Driven Pipeline 

Building an omnichannel, intent-driven outreach engine takes strategy, technology, and talent. If you’re looking at your 2026 pipeline goals and wondering how to hit them, it might be time to bring in expert help. That’s where we come in. At Martal Group, we specialize in sales outsourcing and filling B2B pipelines through signal-based, omnichannel outbound programs – effectively acting as an extension of your sales and marketing team.

Our approach is built on the key elements covered in this guide: we combine multi-channel outbound (cold email, LinkedIn, phone, and more) with data-driven targeting using real-time buyer intent signals. The result? Highly efficient outbound campaigns that consistently generate qualified opportunities. Martal’s award-winning Sales-as-a-Service model provides you with a fractional SDR team of experienced sales development reps and account execs who know how to engage decision-makers. We handle everything from prospect research to outreach cadence to appointment setting – so your in-house team can focus on closing deals.

What sets us apart is our signal-based strategy. We leverage an AI-driven platform (powered in part by intent data and enriched databases) to pinpoint when your ideal prospects are “in-market.” For example, our system may identify a surge of interest from a certain account (perhaps their CTO is reading up on solutions like yours). The Martal team then swiftly crafts a personalized outreach – maybe a friendly email or LinkedIn message referencing a challenge we know they’re researching – and follows up with a call. By combining these digital signals with human touch, we frequently connect with prospects at the perfect time. It’s not magic; it’s just smart, data-informed marketing and salesmanship.

Our clients see the difference: stronger pipelines sourced by marketing, higher conversion rates on qualified appointments, and faster revenue growth. One client noted that Martal helped double their qualified pipeline in a new region within 90 days, thanks to our ability to target active buyers and get meetings that their internal efforts were missing. We also emphasize quality – ensuring every meeting we book meets your ideal customer profile and sales criteria, so your closers spend time with prospects that truly fit.

Beyond the outreach itself, Martal provides strategic guidance. Through our Martal Academy training, we share best practices on messaging, email deliverability, and cadence optimization (so your internal team benefits from our expertise, too). We continuously refine campaigns based on what intent signals and messaging are yielding the best results. It’s a hands-on partnership aimed at one thing: filling your marketing-influenced pipeline with opportunities that convert.

Ready to see a signal-driven approach in action? We invite you to book a free consultation with Martal. We’ll assess your current pipeline generation process, discuss your 2026 revenue goals, and show how an intent-based outbound program can bridge the gap. Whether you need to penetrate new markets, boost your marketing-sourced pipeline percentage, or simply get more consistent lead flow, our team is here to help you achieve it.

Let’s make 2026 the year you crush those pipeline targets with confidence. Schedule a consultation today, and let’s explore how we can drive growth together through smarter, signal-based outreach.

Martal Group acts as an extension of your team – providing outbound lead generation, appointment setting, and Sales-as-a-Service support. Our experts use intent data and omnichannel outreach to connect you with ready-to-buy prospects, accelerating your pipeline growth. Discover how we can help fill your 2026 marketing pipeline – book a free consultation to get started.

References

1. Shortlister
2. Span Global Services
3. McKinsey B2B Pulse
4. Markletic
5. Leadspace
6. Landbase
7. Zymplify
8. Firework
9. Salespanel
10. DemandGen Report
11. Foundry (Via Digital Media Innovations)
12. MVF (Via LinkedIn)
13. The Insight Collective
14. Mixology Digital