In the competitive B2B tech landscape, converting marketing efforts into tangible revenue remains the ultimate challenge. Marketing veteran Tiffany Nwahriri brings over 15 years of experience helping technology companies build strategies that deliver real results. Through her agency, 3rd & Taylor, she has developed proven methods to transform marketing from a cost center into a powerful growth engine for businesses across the FinTech, MedTech, AI, and blockchain sectors.
Start With Revenue, Not Leads
Most marketing teams approach the funnel from the top. They focus on generating leads first and then hope those leads convert to sales. Tiffany takes a very different approach. “Most marketers always start with the leads,” she points out. “You need to do some reverse engineering here. Oftentimes marketers say, I need this many leads and I want to convert this many leads throughout the funnel. But the reality is at the bottom of that funnel is a revenue number that your CEO or board of directors or investors actually care about.”
Her solution is simple and effective. Start with the money. “Starting with the revenue, what is the average order value? How many of those deals do you need to close to reach that revenue goal?” Tiffany explains. From there, you work backward. Calculate how many sales calls are needed, how many leads must be passed to sales, and how many marketing qualified leads that requires. It’s a method grounded in business reality rather than marketing vanity metrics.
Build a Full-Funnel Content Engine
Marketing teams often spend the bulk of their time on awareness and top-of-funnel content. But as Tiffany explains, that’s only part of the equation. “We spend so much time in the top of the funnel, constantly wanting to educate, always wanting to show up as thought leaders. And while that continues to be important, there’s definitely some bottom of the funnel content that needs to exist and it does help convert prospects into customers.”
So what does that look like in practice? Tiffany recommends producing buyer’s guides, competitor comparisons, and vendor selection tools. “Make it really easy for a prospect to choose your solution over another,” she says. She also highlights how buyer behavior has evolved. “Prospects want to talk to sellers less and less. They’re looking to land on your website and be able to get so much information, see what the tool does, learn all about what you do before they even talk to sales.” Demos, walkthroughs, and explainer videos are no longer optional. They are crucial to closing deals.
Align Closely With Sales
Marketing and sales misalignment is a silent killer of conversion. Tiffany doesn’t sugarcoat its importance. “This is invaluable – if marketing and sales are not aligned, I guarantee you whatever playbook you had in place to generate leads is going to fall apart,” she warns. “The playbook needs to not only consist of how you’re going to generate leads, but it needs to tell the story of what should happen when the leads come in. How do you hand it off to sales and what sales should do when they pick it up all the way until the deal closes?”
A seamless handoff is critical. “If it feels disjointed between the content, the web pages, the messaging that the prospect originally communicated with to the sales process, a prospect can pick up on that and it definitely will affect the sales process,” she explains. For Tiffany, the goal is always to shorten the sales cycle while increasing order value. That simply isn’t possible without full alignment between marketing and sales.
Move Fast, Measure Faster
Marketing doesn’t end when a campaign goes live. The best teams continuously refine their strategy based on real-time performance. “Demand generation is a team sport. You can’t get around it,” Tiffany emphasizes. “When it’s done right, it can drive pipeline faster than you think.”
The top-performing companies track impact at every stage. That means measuring not only lead volume, but also conversion rates, sales cycle length, and revenue generated. Then they optimize based on that data. “Start with the revenue, not leads. Build a full funnel content engine that includes content for the bottom of the funnel. And marketing needs to closely align with sales,” Tiffany summarizes.It’s a formula that has helped countless companies move past traditional marketing models and create something far more valuable – a consistent, scalable engine for growth.
Connect with Tiffany Nwahriri on LinkedIn to learn how she drives real revenue through smarter marketing.
