Correlation Analysis: How to Master Pipeline Generation

At Demandbase, we’re not here to play it safe—we’re here to help B2B teams win. That’s why we worked with Alcamo to dig deep into what it really takes to drive pipeline results. The findings from our comprehensive correlation analysis challenged assumptions and revealed actionable strategies to make every marketing dollar count.

By examining how display, paid search, and paid social advertising impact the marketing funnel, this analysis unlocks insights on channel strengths, synergy, and timing. If you’re ready to rethink what success looks like in B2B marketing, here’s everything you need to know.

What We Did and Why It Matters

Traditional marketing analysis assumes instant outcomes from campaigns, but we know better. There’s often a time delay between when a prospect interacts with an ad and when they progress through the funnel. To get an accurate picture, we conducted a multi-channel lag correlation analysis.

This approach measured how upper-funnel metrics (like impressions, clicks, and spend) impacted lower-funnel outcomes (leads, qualified leads, opportunities, and pipeline) at various time delays, from 1 to 90 days. With over 300 days of data across channels, we identified exactly how each channel influences the funnel and when.

Why This Is Important

Understanding the time lag between actions and results lets you plan campaigns with precision. It gives you the power to optimize each channel’s role in pipeline generation, ensuring every touchpoint counts.

Important Context

This analysis shows interesting patterns in how marketing channels relate to sales results, but it has important limitations. We found correlations—not causes—between marketing activities and outcomes, which may be influenced by factors we didn’t measure. The data used had limitations as well: pipeline figures were monthly values spread across daily records, making precise timing conclusions useful for guidance, not fact.

The confidence score of this analysis was considered moderate. These findings should be viewed as informed hypotheses, rather than proven facts. It is recommended to test these ideas through controlled experiments to confirm which relationships truly represent cause and effect, versus coincidental patterns in the data.

By keeping these limitations in mind, you can treat the insights as a starting point for exploration and validation, rather than concrete conclusions.

Key Findings

1. Display Advertising is a Pipeline Powerhouse

Forget the old-school belief that display is just for awareness. The analysis proved that display advertising drives pipeline generation with the strongest correlation (0.69). Here’s what makes that statistic so powerful:

• Pipeline Impact in 7 Days: Display influences bottom-funnel metrics, like opportunities and pipeline, in as little as a week.
• Impressions Over Clicks: Visibility alone drives results. Impressions—not clicks—are the strongest predictor of success for display campaigns.
• Dominance in Opportunities and Pipeline: Display stands out as the leading channel for creating opportunities and driving pipeline.

Actionable Tip: Increase display impressions to see quick, measurable impacts on opportunities and pipeline.

2. Paid Search Excels at Lead Generation

Paid search demonstrated its rightful place at the top of the funnel, dominating lead generation. With impressions showing immediate impact (just 1 day), this channel is uniquely effective for reaching prospects in active research mode.

Paid search also showed value beyond leads, as strong CTR correlations (0.56) impacted pipeline stages after a longer lag of 60 days.

Actionable Tip: Use paid search to capture high-intent leads, and be ready for results to ramp up quickly.

3. Synergy Between Channels Drives Results

No channel is an island. The analysis revealed that display and paid social work better together, amplifying each other’s strengths to create a bigger impact. With a 0.66 synergy correlation, these channels proved that coordinated campaigns deliver stronger performance.

Paid social also brought its own value, especially through efficient impressions and its ability to bolster middle-funnel progress.

Actionable Tip: Coordinate display and paid social efforts for maximum synergy. Plan messaging and timing to complement each channel’s strengths.

4. Impressions Matter the Most

Across all channels, one insight stood out loud and clear: impressions drive results more effectively than clicks.

This challenges the narrative that engagement alone determines success. With impressions outpacing clicks at every funnel stage, the analysis proves that broad visibility builds the foundation for pipeline acceleration.

Actionable Tip: Change your channel KPIs to prioritize impression growth. Build campaigns to maximize visibility instead of focusing solely on click-based metrics.

5. Timing is Critical

When it comes to campaign planning, timing is everything. The analysis broke down each channel’s impact timing, revealing how to layer campaigns for optimal results.

• Paid Search: Start first, about 45 days before your target date. Its strength lies in generating leads and qualifying prospects early.
• Paid Social: Introduce paid social campaigns 21 days before your target. This channel works well in the middle stages, setting the stage for success.
• Display: Finish strong with display, which influences opportunities and pipeline within just 7 days of launch.

Actionable Tip: Use this timeline to sequence campaigns for maximum efficiency and impact.

Making the Most of These Insights

Knowing what works isn’t enough. The key is putting these insights to use. Here’s how your team can take action now:

1. Focus on Each Channel’s Strengths:

• Scale up display impressions for fast pipeline wins.
• Use paid search for quick lead generation and longer-term funnel contributions.
• Boost efficiencies with paid social and pair it with display.

2. Never Work in Silos:

• Ensure cross-channel alignment to reap the synergy benefits.
• Plan campaigns collaboratively to maximize shared impact.

3. Sequence for Success:

• Start early with paid search, build with paid social, then close with display.

4. Keep Data Front and Center:

Use performance data to refine campaigns and pivot strategies as needed. With insights like these, you’ll stay ahead of the curve.

Go Beyond Awareness to Acceleration

The stakes in B2B marketing have never been higher, and good enough won’t cut it. Armed with these findings, your team can take a proactive, data-driven approach to pipeline generation. Reallocate your resources, refine your strategies, and work collaboratively across channels to deliver results that matter.

At Demandbase, we’re here to help you win. This analysis is just the beginning. If you’re ready to move from awareness to acceleration, now’s the time to act.