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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

Hubspot

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

Hubspot

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.

Challenges To Inbound Campaign Analytics In B2B Environments – Search to Revenue™

Captora

This post was written by Kevin Joyce, VP Revenue Marketing Strategy at The Pedowitz Group. But what if: Your sales cycle takes months, and you have a direct sales force? You have a Marketing Automation Platform (MA) and a Customer Relationship Management (CRM) software? Qualitative lead reports for inbound media spend. Converted leads are not necessarily SQLs.

How to Use Analytics to Get a Promotion: 10 Metrics That'll Help Your Cause

Hubspot

If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion. For all you HubSpot customers, we'll go over how to find them in HubSpot, too.). 1) Track Lead Sources. Once a marketer creates a piece of content, their work isn't done. What's missing?

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. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

12 Critical Marketing and Sales Metrics You BETTER Be Tracking

Hubspot

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

Hubspot

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. 1) Number of Contacts. 11) Visitor to Lead Conversion Rate.

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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Content ROI Is a Myth

Hubspot

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

Hubspot

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. This quarter? This year?

Are You Leveraging Your Content for Sales Enablement?

SnapApp

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?

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. Capture Metrics.

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.

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.

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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Why You Need A Single Source Of Truth For Marketing Data

bizible

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?

LeanData

The venerable Marketing Qualified Lead (MQL) long has been a cornerstone of the numbers game played by businesses. 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. Account-Based Sales & Marketing LeanData

MQL 31

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. I’ve been employed to do a tough task in a small composite company that doesn’t have the finances to employ specialists. Do you have any advice or books on how to effectively get leads and qualify them and the processes involved in doing so? Experienced lead gen marketers reading this: What did I overlook?

How to Score Your Leads So Sales Works the Hottest Prospects

Hubspot

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.

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.

How We Drive Quality Leads With Ungated Content On LinkedIn

bizible

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. Next, create campaigns for your various personas.

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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? 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.

Why Perfect Branding Isn’t Enough to Connect with Buyers

Sales Engine

Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Marketing budgets spent on bold logos, memorable slogans, pricey sponsorships and colorful presentations were all devised for a simple overarching purpose: to get sales in the door. This relationship was not always about the sale. Did it translate into a lead?

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

Defining Your MQL: A Guide To Lead Conversion!

Synecore

You want as many leads as you can get for your business, right? You shouldn’t want as many leads as you can get, but the best leads you can get, the ones that you are most likely to convert into sales. crappy lead just wastes the sales team’s time. So how do you ensure that your company is getting the highest quality leads that it can get? Wrong.

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How to Calculate & Track a Leads Goal That Sales Supports

Hubspot

As a marketer, I’m sure you’ve heard the gamut of complaints from Sales about leads -- whether it's that they don't have enough, or that the leads, well. An SLA will keep Sales off your back and provide you with real-time feedback on your lead generation progress against your goals. Remember, the SLA is an agreement between Sales and Marketing.

The Evolution of HubSpot's Email Marketing Strategy: An Insider's Story

Hubspot

Over the last eight years, lots of things have changed in HubSpot''s marketing. When I first joined, we had two marketers; now, we have seventy. And our monthly lead numbers? Here''s the inside story of how our email marketing strategy evolved as our company and database grew. At this time, many marketers were relying on purchased email lists. Email Metrics.

Follow the Yellow Brick Road to Revenue Performance Management

It's All About Revenue

Sales and marketing leaders still struggle with wrapping their arms around these challenges and effectively leveraging the right tools, tactics, and strategies.  We need an Emerald City, a tangible, attainable destination for our sales and marketing journey; we need Revenue Performance Management. by Jesse Noyes | Tweet this. Ian Michiels of Gleanster. Share email.

8 Ways for Marketers to Prove Their Value Within Their Own Organization

Hubspot

Where do you think marketers landed on that lovability scale? If you weren't there, the results revealed that people find marketers less lovable than stockbrokers and lawyers. Well, while there's obviously the component of marketers creating salesey, pushy, generally cringe-inducing marketing, there's something else at play. Market Yourself. Why is this the case?

12 Critical Building Blocks to a Successful Digital Marketing Campaign

Hubspot

Think back to the last digital marketing campaign that blew you off your feet. The fact of the matter is that running a successful digital marketing campaign takes a lot of time and energy, not only during its implementation but also during the build up to go-live. If you don’t know your target market and the key players within it intimately, you’re not going to have a good time!

Marketing Automation: Four Ways to Cure the Ailments of MOFU

Modern B2B Marketing

But left untreated MOFU is a serious condition that is proven to make thousands of advanced marketers very sick.  MOFU is the M iddle O f the FU nnel stage in a marketer’s lead funnel or revenue cycle. Far too often, a blockage develops in the MOFU stage where sales leads stagnate, wither, and die.  Feed and nurture your leads.

Checklist: How to Measure Content Marketing ROI

Captora

In today’s multi-channel, digital marketing world, content marketing is both king and queen. While marketers know content marketing is important and are putting more budget behind creating quality content, it’s success has been increasingly hard to measure. Your mid and bottom-funnel metrics will be more closely related to lead generation and pipeline numbers.

How To Estimate Inbound Marketing ROI [Calculator]

The Forward Observer

Are you wondering if the marketing investment to get more traffic, leads and sales will pay off? Businesses have wanted to know about their marketing return on investment (ROI) long before retailing pioneer John Wanamaker famously proclaimed “ Half the money I spend on advertising is wasted; the trouble is I don't know which half.”. Lead Generation - (25%).

Digital Marketing Glossary, Part 2

Marketing Action

In the first installment of this series, I commented that I’d gotten “lead gen” and “demand gen” mixed up. Seems I am not alone, so before we leap off into the next group of definitions, a few more words are in order about “demand generation vs. lead generation.”. asked Jay Hidalgo, founder of Demand Gen Coach (and a marketer with both Fortune 100 and SMB cred), to comment.

The Marketer's Ultimate Guide to Using Dynamic, Personalized CTAs

Hubspot

By now, you probably understand the importance of segmentation in marketing. In a nutshell, better segmentation and personalization in your marketing leads to better results. But segmentation doesn't have to be limited just to email marketing. much more effective way to capture new leads and nurture existing ones into customers. Marketing Qualified Lead.