3 Ways to know your prospects as well as they know you!
grow - Practical Marketing Solutions
MARCH 16, 2016
How do you get to know your prospects? Or maybe a better question is, are you getting to know your prospects? Today I’ll go through three ways you can get to know your prospects in 2016. What Is A Prospect? First, the marketing jargon. Some companies get all fancy and use terms like MQL (marketing qualified lead) and SQL (sales qualified lead).
SAL is the Glue that Binds Sales and Marketing in Lead Generation
Industrial Marketing Today
DECEMBER 12, 2010
A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation.
Why You're Thinking About Digital Marketing Analytics All Wrong
SEPTEMBER 13, 2016
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.
Why Businesses Need Marketing Qualified Leads
SEPTEMBER 25, 2016
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.
B2B Lead Generation: Help Your Prospects Climb the Sales and Marketing Pyramid
SEPTEMBER 13, 2016
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. Turn the Sales Funnel into a Pyramid.
Intro to Lead Generation: How to determine if a lead is qualified
B2B Lead Generation Blog
JANUARY 14, 2013
Just one thing: may you give me some objective parameters to define a lead as qualified? Felix Mathew, marketing director, Rome, Italy. Felix had earlier asked me some questions about cost per lead, which I won’t share here, since the information is private to his company. Lead qualification is …. The best place to start is with a universal lead definition.
The B2B Content Marketing ROI You Should Care About.
OCTOBER 1, 2015
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.
Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
MARCH 30, 2015
So, you’ve attracted the attention of your prospects and captured their information. 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.
Want to Grow Your SaaS Company? Track These 12 Marketing Metrics
NOVEMBER 10, 2015
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?
Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight
MARCH 23, 2015
Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. In part two of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’re capturing prospects, building their profiles, and getting them ready to buy. Lead capture forms: Cost per lead.
Content Marketing is More than a Branding Exercise
MARCH 17, 2016
Once upon a time, branding was the main focus of marketing departments. As marketers, we spent our budgets on bold logos, memorable slogans, pricy sponsorships, advertising, and PR campaigns designed to get us in the Wall Street Journal. Even though companies are increasing their expenditures on content marketing, they’re still unhappy with the results. Sales Enablement
Are You Leveraging Your Content for Sales Enablement?
MAY 24, 2016
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?
Stop the Insanity; A View on Social Media ROI for Lead Generation
APRIL 28, 2012
If you’re going to count the time and rates to engage, listen, and monitor social media as part of your ROI calculations, then you’d better start applying that same logic to your paid search agency, your digital agency, your ad agency, internal marketing staff, and any marketing consultants. To go further, do you calculate the ROI of networking? So before we look at calculating ROI of social media let’s understand the following: Social media marketing IS marketing; and that means the goal is leads and sales; no argument there. Lead/Conversion Metrics.
6 Key Metrics to Measure Success from Your Retargeting Programs
It's All About Revenue
APRIL 17, 2015
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. Site retargeting allows you to convert the 95%+ of prospects who leave your site on their first visit without filling out a form.
On the Road to Marketing Accountability: Five KPIs You Should Start Tracking Today
FEBRUARY 19, 2014
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.
Marketing 101: How to get started in lead generation
B2B Lead Generation Blog
MARCH 17, 2014
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?
My Favourite Marketing Metric
Modern B2B Marketing
AUGUST 29, 2012
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.
From Branding to Demand Generation
AUGUST 22, 2016
We needed a strategy that would allow us to build better prospect engagement and create client relationships that told the story of our subject matter expertise,” said First Rate President Craig Wietz. Once the rebrand of the website was complete, First Rate implemented their content strategy in conjunction with Sales Engine and experienced immediate positive results.
How to Define The Content Marketing Metrics that Matter
It's All About Revenue
SEPTEMBER 17, 2015
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.
Widen Top of Funnel Marketing and Generate More MQLs
JULY 6, 2015
As marketers, we are in constant pursuit of an increase in the number of marketing qualified leads (MQLs). The programs we initiate need to produce leads from an audience that can be nurtured into a pool of viable MQLs. The account-based model is focused on simply generating leads and revenue from a pre-defined company list. Contact Gap Analysis. Summary.
42 B2B Marketing Acronyms and Abbreviations
Digital B2B Marketing
JUNE 7, 2012
Some days B2B marketing discussions seem more like a reading of alphabet soup. With lines like “we need SME commitment before developing DDMs for the ABM program”, it is no wonder marketers often struggle to communicate internally. If you are new to B2B marketing, or just have to work with a B2B marketer, these acronyms and abbreviations may help decode the conversation.
Why Perfect Branding Isn’t Enough to Connect with Buyers
MAY 12, 2016
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?
Improving Sales Efficiency and Productivity Crucial to Driving Revenue Growth
Modern B2B Marketing
APRIL 21, 2011
Now more than ever, business leaders are turning to new ideas, products and markets to fuel growth, drive innovation, and remain competitive on the global stage.”. As Mr. Spector states, innovative ideas and products, and new markets , are all key ingredients that senior executives are baking into their strategic growth plans.
How Important is Lead Scoring?
AUGUST 10, 2015
A lot of marketing teams still guess about when the right time is to pass a lead to sales. Is it after the prospect downloads that 17-page eBook? Without a consistent framework in place, your MQLs (marketing qualified leads) will be hit or miss, and your sales team will waste a lot of time pursuing leads that don’t convert. Right?
Follow the Yellow Brick Road to Revenue Performance Management
It's All About Revenue
MAY 12, 2011
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.
B2B Content Marketing Needed to Support Account-Based Marketing
Social Media B2B
SEPTEMBER 12, 2016
Marketing for B2B companies always seems to go through cycles where there is a trend that takes over everyone’s life for a while, until it is replaced by something else. It often involves content marketing, which seems to be the trend that replaced social media. And again, just like with social media, account-based marketing can’t really exist without content marketing.
12 Critical Building Blocks to a Successful Digital Marketing Campaign
MARCH 2, 2016
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!
Stage by Stage: Revenue Cycle Analytics Best Practices
Modern B2B Marketing
JULY 11, 2010
In an earlier post, I discussed the methodology behind revenue cycle analytics. Here at Marketo, we have a revenue stage modeler that is formally defined, starting with awareness and moving through marketing and sales to closed business and beyond. No matter what specific stages you choose, there are only three categories of stages: Inventory Stages: This stage is a place where leads and accounts can reside until they are ready to move to another stage. For example, your company wants leads from companies with more than $100 million in revenue.
The Evolution of HubSpot's Email Marketing Strategy: An Insider's Story
DECEMBER 16, 2014
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.
Digital Marketing Glossary, Part 2
FEBRUARY 24, 2014
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.
How To Estimate Inbound Marketing ROI [Calculator]
The Forward Observer
DECEMBER 14, 2015
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%).
Marketing Automation: Four Ways to Cure the Ailments of MOFU
Modern B2B Marketing
JULY 18, 2012
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.
Marketing Automation- Keep Them Coming Back For More
Modern B2B Marketing
MAY 30, 2012
Now imagine your marketing department as the doughnut store, where leads are the doughnuts and your sales reps are your customers. Despite using a marketing automation system, many marketers continue to gather names and business cards at trade shows and conferences then give them to their sales reps. They are “qualified” based on our scoring rules.
Checklist: How to Measure Content Marketing ROI
JUNE 2, 2016
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.
The Marketing Metrics That Matter – i?marketing (Part 6)
NOVEMBER 7, 2013
marketing user conference included six rapid-fire sessions on best practices for each stage of the customer lifecycle: Attract, Capture, Nurture, Convert, Report, and Expand. Knowing how to use the data and the behavioral analytics your company collects from its marketing touch points can help you outflank the competition and gain advantage in your market. Attract.
How to Diagnose and Repair Rotten Lead Nurturing Workflows
DECEMBER 5, 2012
Marketers “sent” emails in 1995. Today, marketers “set” emails. Instead, many marketers simply set up an email and use it for months. This presents a hurdle for lead nurturing marketers. Luckily, you can sniff them out with analytics. Using Analytics to Identify Rotten Lead Nurturing Workflows. Make sure prospects can recognize the sender.
Answers to 5 of Marketing's Most Frequently Asked Questions #AskTheExpert
DECEMBER 17, 2013
Trying out this whole inbound marketing thing? I bet you have some questions. If you could ask a top marketing expert any burning question you have, whether it''s about content creation or social media, or perhaps paid marketing or email -- what would it be? Now, wouldn''t it be great if you could just ask a marketing expert and actually receive some. inbound marketing
Analyzing B2B Marketing: Balance Sheet and Income Statement
Digital Body Language
JUNE 4, 2009
Consistent in every discussion I have with B2B marketing execs is the topic of analysis. We're all very familiar with the tactical metrics on each marketing type; open rates and click through rates on emails, landing page conversion rates, cost per click metrics, traffic statistics, and so on.
Highlights from Growth Hackers AMA with Paul Albright
FEBRUARY 11, 2016
Growth marketers of the world, we heard your cries and we’re here to help! Here are just a few of the great questions he received from the growth marketing community: Sales enablement is a crucial part of scaling and growing a marketing technology company. What was your most valuable sales enablement tool while growing Marketo from $14m to $58m? Work backward.
How Marketing Helped Social Tables Increase Leads and Revenue 400+%
JUNE 14, 2016
This article was originally published on MarTech Review by Infer customer Ray Miller, Senior Marketing Operations Manager at Social Tables. Lessons from Using a Smorgasbord of Approaches including Content Marketing, Social Marketing, Lead Generation, and Predictive Analytics. An online (aka, “low-touch”) sales model for smaller leads.