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Why Businesses Need Marketing Qualified Leads


In marketing and sales, we’re always on the lookout for leads. However, not all leads are created equal. Leads that have the biggest impact on your bottom line are Marketing Qualified Leads (MQLs). What is a Marketing Qualified Lead? Every business has their own criteria for determining the quality of a lead.

Widen Top of Funnel Marketing and Generate More MQLs

CMO Essentials

As marketers, we are in constant pursuit of an increase in the number of marketing qualified leads (MQLs). We understand that it starts with a strong top of funnel. The programs we initiate need to produce leads from an audience that can be nurtured into a pool of viable MQLs. The audience definition serves as the blueprint for your account-based marketing.

Why You're Thinking About Digital Marketing Analytics All Wrong


Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report , 46% of marketers cited "proving the ROI of our marketing activities" as one of the biggest challenge they face within their company. Looking at top-level web analytics metrics like traffic is only part of the puzzle.

57 Basic Marketing Analytics Terms Everyone Should Know


When you create a report or analyze your marketing metrics, does it ever feel like you are reading another language? Never mind when you start using several different analytics platforms, you''ll find different terms for the same metric. In the midst of analyzing your marketing , decoding the terminology you''re coming across should be the last thing you spend energy on. Score.

Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat


Now it’s time to nurture those prospects and turn them into qualified leads. In part three of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’ve nurturing leads, building their trust, and bringing them along on the journey to buy. Depending on the business you’re in, the lead nurturing road can be a long one. According to the Aberdeen Group , prospects receive an average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer. Nurture Metrics.

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Sales Alignment: Put Theory Into Practice

Marketing Action

Sales alignment” began as an interesting concept. Theory: Develop a strategy across the entire sales and marketing funnel. Firstly, make sure representatives from both marketing and sales are present. Theory: Produce content across the sales and marketing cycle. For its critics, that’s all it remains. Or does it? Don’t measure a rash of KPIs.

B2B Lead Generation: Help Your Prospects Climb the Sales and Marketing Pyramid


We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Or do they?

Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat

Marketing Action

Now it’s time to nurture those prospects and turn them into qualified leads. In part three of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’re nurturing leads, building their trust, and bringing them along on the journey to buy. Depending on the business you’re in, the lead nurturing road can be a long one.

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My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. This is especially true in the handoff between marketing and sales. In addition to those techniques, I believe the secret to a truly high-performance revenue engine is the effective use of a Sales Development team. Put simply, SDRs pass the baton from marketing to sales.

12 Critical Marketing and Sales Metrics You BETTER Be Tracking


Sales and marketing alignment takes work. That's why it's critical sales and marketing should track shared goals and metrics to keep each team accountable to the other. Here are the 12 metrics that will serve as the missing piece in your attempts at sales and marketing alignment ! 12 Metrics Sales and Marketing Should Track to Stay Accountable.

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Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight


Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. According to Marketing Automation Trends Report 2014 from Pepper Global, B2B marketers indicate that the most important benefit of marketing automation is the ability to generate more and better leads. Quickly turning anonymous visitors into qualified leads is one of the many great benefits of marketing automation, especially since the process can be streamlined and automated. Capture Metrics.

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Determining that the prospect was qualified and motivated, it turned into an opportunity that was funneled through the sales process and closed.

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Got 15 Minutes? Run These Reports to Quickly Assess Your Marketing


Spending countless hours analyzing your marketing performance every week? Sure, it's important, but you also have to create content, manage contributors, run your marketing campaigns. What if I told you it was possible to analyze your marketing in just 15 minutes a day? 12 Reports for Analyzing Your Marketing. 2) Contact Lifecycle Funnel. 12) Blog Leads by Source.

Content ROI Is a Myth


As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” ” Today, marketers want to measure the ROI on every tactic and channel they use. If I increase that spend to €1000, I’ll make €3000 in sales.

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Lead Nurturing’s Biggest Challenges


Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. While they might not be customers from the get-go, prospects turn into warm leads faster if you invest the time and effort to communicate regularly after their first contact. Technology has allowed marketers to scale their lead nurturing campaigns with readily available automation tools and easy-to-use CRM software. Challenges of Lead Nurturing in Marketing Campaigns. Determining Lead Nurturing Timeframes.

3 Reasons to Adopt a Scalable Marketing Automation Platform

Modern B2B Marketing

While our demand generation team celebrated this victory, we knew that with a lead database swelling to 70,000 entries and counting, we needed to embrace a more sophisticated, enterprise-grade marketing automation platform. Markets are exploding, so why go one-to-one when you can go one-to-many? The ability to connect with thousands of leads without all the grunt work?

Prophets of Profit: 25 ABM Experts Give 2017 Predictions & Advice


Account Based Marketing continued to take off like a rocket, Account Based Sales and Sales Development joined the party, and Account Based Everything picked up traction. According to the SiruisDecisions 2016 State of ABM study, 70% of all B2B companies focused on driving account based marketing programs. Account Based Marketing (and Everything) Predictions and Advice.

Want to Grow Your SaaS Company? Track These 12 Marketing Metrics


Clearly defined and closely monitored marketing metrics are critical to the success of any SaaS company. N ot only do they help measure the effectiveness of your marketing campaigns, but they also help diagnose risk and identify opportunities to accelerate growth. In doing so, I've found that these metrics function much like a scorecard for marketing. 2) Leads. 8) Churn.

6 Key Metrics to Measure Success from Your Retargeting Programs

It's All About Revenue

Editor's Note: Today's post comes courtesy of Liz Mallett, Marketing & Customer Success at Kwanzoo Inc. Today many companies are running site and email retargeting programs to capture net new prospects and nurture existing leads. Retargeting and other display campaigns have traditionally been used strictly for generating net new leads. Lead Conversions/CPL.

My Favourite Marketing Metric

Modern B2B Marketing

As the amount of computing power and number of solutions targeted at the front office increases, so too has the appetite to measure sales and marketing productivity and effectiveness. Traditionally, the Sales team is a little ahead of marketing in terms of their comfort level when talking with management about conversion rates, win-loss ratios, pipe-to-close, sales velocity etc.

Predictive Acquisition: Get Up To Speed, Then Go After Those Promising Prospects


Once upon a time, marketers got their prospects the low-tech way, buying quickly outdated lists, running expensive, scattershot campaigns, and sending generic messaging to prospects who could have been won with thoughtful personalization. Predictive acquisition helps you smartly expand the top of your funnel. Predictive acquisition helps you smartly expand the top of your funnel.

How to Score Your Leads So Sales Works the Hottest Prospects


The good news about inbound marketing is that it can help you attract high volumes of leads. The challenge then becomes, how do you separate the good, quality leads from the people who are just starting to look around? That’s where lead management , and specifically, lead scoring comes in. Decide if Your Business Needs Lead Scoring. Maybe not.

Why You Need A Single Source Of Truth For Marketing Data


Origami Logic’s 2016 Marketing Signals Report found that the number one measurement struggle for marketers was having multiple systems that capture and measure the signals. In other words, marketers don’t have a single source of truth and have a hard time reconciling their different sources of data. What's the definition of a lead? Take the concept of leads, for example.

Are MQLs a Vanity Metric?


The venerable Marketing Qualified Lead (MQL) long has been a cornerstone of the numbers game played by businesses. A large amount of leads are poured into the top of the traditional funnel. They go through a lead-scoring system – with some receiving the official stamp of approval from marketing. He also added: “Let’s be clear, those aren’t leads.

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How to Define The Content Marketing Metrics that Matter

It's All About Revenue

These are the common refrains heard at every marketing conference and around the table in any marketing department that has adopted a content strategy. Paul Roetzer of PR 20/20 presented a session on this very topic at Content Marketing World. He provided a simple framework for thinking about content marketing metrics. Content MarketingCreate more content.

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Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight

Marketing Action

Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. According to Marketing Automation Trends Report 2014 from Pepper Global, B2B marketers indicate that the most important benefit of marketing automation is the ability to generate more and better leads. Number of sales accepted leads.

Are You Leveraging Your Content for Sales Enablement?


You probably have an amazing marketing department that is constantly creating interesting, value-packed content that moves leads down the sales funnel, right? But it’s possible that you may be undervaluing the impact your content can have when it’s more integrated with your sales team’s actions – and that has to change. What Is Content for Sales Enablement?

On the Road to Marketing Accountability: Five KPIs You Should Start Tracking Today

Marketing Action

Marketing departments take pride in coming up with clever campaign ideas, exciting images, and compelling messages – and rightly so. However, these matter little to the executive team if the following concern is not addressed: Are our marketing investments bringing enough return? You will notice that the five KPIs listed above represent the key stages of your marketing funnel.

An Act-On Conversation: Jay McBain and Atri Chatterjee Discuss Best Practices in Channel Marketing Communications (35 Types of Media Required)

Marketing Action

Editor’s Note: Jay McBain is Chief Marketing Officer for ChannelEyes , a young company that’s reinventing the way vendors communicate, educate, and engage with their value- added resellers and channels. Jay spent almost 20 years in various executive sales, marketing and strategy roles within IBM and Lenovo. Atri Chatterjee is Act-On’s Chief Marketing Officer.

Marketing 101: How to get started in lead generation

B2B Lead Generation Blog

Tweet I was recently reading your blog “ Lead Generation: Who knows the customer better – Marketing or Sales? It’s been really fascinating to me to try and figure all this sales and qualifying a lead thing out. Do you have any advice or books on how to effectively get leads and qualify them and the processes involved in doing so? A young man employed to revamp a business, increase sales and address the communication lines between departments whilst increasing overall company efficiencies.). What is a lead?

How We Drive Quality Leads With Ungated Content On LinkedIn


LinkedIn is a powerful place to market to a business audience. And even though it’s tedious in its current state, you can even do account-based marketing on LinkedIn. It’s a must-have marketing channel for B2B marketers. When B2B marketers run paid media campaigns, the content they promote is typically gated. 2) Create campaigns targeting each persona. RESULTS.

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Act-On’s a Leader in the Forrester Wave™ and What That Means to You


Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. The sentence above is more than just boilerplate “marketing jargon” Act-On slaps onto its press releases and other collateral. As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. Well, we all know that B2B marketers are more sophisticated than ever. It is about analytics, and about predictive analytics. WIIFY?

An Act-On Conversation: Charles Besondy and Leo Merle on How Marketing Can Contribute to Revenue

Marketing Action

Listen to the podcast: In a recent Act-On Conversation, Charles Besondy and Leo Merle chatted about the steps a company can take to make marketing more accountable and a more forceful contributor to the success of the sales team. Why isn’t the marketing function contributing more to the company’s growth? Leo Merle is the marketing programs manager for Act-On.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

It’s the ultimate question in marketing: What effect did this campaign have on revenue? A marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed. Tying the buying event to that marketing campaign is both easy and sensible. But in the longer buying cycles we see in B2B, this analysis is not so simple.

Prove Your Worth:10 KPIs for Marketers

Modern B2B Marketing

Author: Frank Passantino Imagine this scenario: First thing tomorrow morning, your executive team calls you into an impromptu meeting, and asks for a report on your marketing efforts. Here are 10 KPIs that every marketer should be measuring: 1. Sales Revenue. You need to ensure that you can report that your sales revenue exceeds the expenses your marketing campaigns incur.

6 Evergreen Marketing Best Practices: Setting Roots for Steady Growth

CMO Essentials

As marketers, we’re almost always digging for the next big thing to sprout up, but what about what’s already right in front of us? What about the tried and true marketing best practices that have only improved over time? Below, are 6 examples of such evergreen marketing best practices, but feel free to share your own in the comments as well! CMO Insights Trending

7 SaaS KPIs You Need to Track in 2017


However, with rapid growth comes the potential of market saturation. In order to stand out, SaaS vendors need to be smart about their marketing strategies. In fact, the inability to market products was cited as a cause for 14 percent of startup failures in a recent survey. Another way is to use in-app analytics to identify log-ins and usage per month as well. 4) Churn.