HOW TO MEASURE PIPELINE GENERATION BY CONTENT TYPE

How much pipeline am I generating by content type?

This prompt breaks down pipeline performance by content type - such as reports, guides, case studies, landing pages, or interactive assets to reveal which formats are most effective at driving revenue opportunities. It moves the focus from volume of content creation to the value each format delivers, helping teams understand what types of content truly convert engagement into pipeline.

By tying content format to pipeline generation, marketers can make more strategic production decisions: doubling down on high-impact content types, adjusting creative investment, and aligning output with buyer behavior. This insight bridges the gap between content strategy and sales performance, proving not just what audiences consume, but what influences their decision-making. The result is a clearer understanding of content ROI, enabling marketing to prioritize formats that accelerate pipeline creation and reduce wasted effort on low-performing assets.

Demand generation | Content production | ABM

Pipeline | Leads

Content Type Pipeline Analysis

Based on the data provided, I don't have specific pipeline or revenue figures broken down by content type. The data shows engagement metrics but doesn't include direct pipeline or revenue attribution for the different content types.

Content Types and Their Engagement

Here's what I can see from the engagement data by content type:

Key Insights

While I don't have direct pipeline figures, I can offer some insights based on the engagement data:

• Brochures have the highest number of leads (12) with a high engagement score, suggesting they may be effective for pipeline generation in the consideration stage of the buying journey.

• Presentations have the highest overall engagement score with 11 leads, indicating they're also performing well for potential pipeline influence.

• Internal Reports and User Manuals show lower lead generation, suggesting they might be more effective for existing customers rather than new pipeline.

Recommendations

To better understand your pipeline generation by content type:

• Implement UTM tracking: Since "Direct" is your top channel, you're missing attribution data. Learn how to use UTM tags to understand channel effectiveness (opens in a new tab).

• Sync Turtl with your CRM: To directly attribute pipeline and revenue to content types, set up Turtl intent data syncing with your CRM (opens in a new tab).

• Focus on high-performing content types: Consider creating more Brochures and Presentations as they're generating the most leads and engagement.

• Benchmark your performance: Compare your content performance with industry benchmarks (opens in a new tab) to see how your pipeline generation compares to similar companies.