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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Improve deliverability and overall email performance as measured by open and click rates. Design, build and launch a nurture campaign targeted to “Mid Stage” leads.

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.

Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?

Modern B2B Marketing

This time around, we’re going to take a look at conversion rate. Conversion rate is one of the most important marketing metrics. It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. Let’s start at the top of the funnel and look at conversion rate by acquisition channel. Takeaway?

How To Predict Conversion Rates From Lead to Close With an ‘Exit Criteria’

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s blog comes courtesy of Jeff Hoffman , the author of Your Sales MBA™, “Why You? ”, and The Seven Basho Strategies™ sales training programs. The solution may lie in creating a more defining language for both Sales and Marketing. Once a lead is scored (title, industry, customer history, lead source, etc.),

How Does Your Organization Follow Up On Marketing Qualified Leads?

Sales Prospecting Perspectives

I had the chance to attend the Inbound Marketing Summit in Boston last week and was able to enjoy many quality sessions. The event gave me a nice chance to understand what marketing minds are doing locally to leverage digital, mobile and social media marketing to drive a higher volume of inbound marketing qualified leads. My VP of Marketing was asked to set up a speaking slot with my CEO and I in which we discussed the benefits of using an inside team to further filter MQLs. How about that prospect that told you "no" 6 months ago?


3 Important Sales Trends & Predictions for 2015

Sales Prospecting Perspectives

Here are three trends I see in the sales world, paired with predictions on where those trends will take us. B2B sales and marketing leaders will need to decide whether they’re going to invest in content creation as a way to make noise or as a way to add value for customers. Sales folks can’t keep up with all of today’s promising new tools. This situation can’t sustain.

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How to Evolve Your Prospect Management in a Predictive World

Modern B2B Marketing

Author: Sean Zinsmeister It used to be that prospect management meant dolling out “ Glengarry Leads ” to add to your Rolodex, keeping a spreadsheet of top prospects, or most recently populating an empty CRM database with leads that seem to “look good.” This is one reason why some companies still rely on “spray and pray” marketing techniques. Lead Management b2b

B2B Sales and Marketing Trends for 2015

Great B2B Marketing

At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing. We see many B2B companies adopting an end-to-end marketing and sales framework that: Attributes new revenue to specific lead sources. Combines marketing and sales reporting in a dashboard view. B2B Marketing Trends Sales and Marketing b2b

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How Many Leads Does Your Sales Team Need?

Sales Engine

Marketing automation and lead management systems have allowed for a near-scientific breakdown of the sales funnel. Leads in each stage of the buying process meet very specific criteria and behave in certain predictable ways. Technological tools allow marketers to score leads and move them through the buying journey with the help of nurturing content. But you can’t fully automate the sales funnel , especially for complex, research-heavy purchases in the BtoB world. The bar should be pretty high for a lead to transition from MQL to SAL.

MQL 42

What is the True Value of Your Sales Pipeline?

Sales Prospecting Perspectives

When you look at your sales pipeline (either as an individual or from a team perspective), how do you evaluate it? Do you look at the quality of the leads and the probability of those moving to a next step? Do you see a lot of activity and a healthy number of leads and believe that as long as there are prospects being called on, that will eventually bring in the revenue? I want every sales Person, Manager, Director and VP to take a step back and take a clear look at their pipeline. What kind of leads and opportunities do you find? Do they have a pain?

Using Marketing Data to Diagnose a Sales Problem

Sales Engine

Specifically, are dollars best spent on sales or marketing? And when taking a deep look at marketing results, we were a bit surprised that the data actually helped to diagnose asales problem. While we were pleased with the lead generation effort, the sales resulting from those leads were disappointingly low. Marketing Metrics and DataNot bad, right?

MQL 47

Passing Sales Leads: Not As Easy As You Think.

Sales Prospecting Perspectives

OK, you just got a great lead from your marketing team, now what? Over the past 20+ years in sales, the number one complaint I have heard among sales people as well as sales managers is, “If I just had a few more leads I would be able to get to that next level.” Seems like a no brain-er, less work, the Glen Gary leads right? Not really.

Why You Can’t Do B2B Marketing Forecasting Without Attribution


Well, as far as I know, nobody has that power, but there is something that can get pretty close, and that is marketing attribution. Generally, marketing attribution is known for looking back and not into the future. It takes revenue data and marketing data, and gives revenue credit to the marketing touches that led up to the sale. Full-Funnel Data vs. Lead Data.

3 Core Sales Support Services Your Agency Needs To Offer


According to 2016 data from Econsultancy , only 22% of businesses are satisfied with their lead to customer conversion rates. That's bad news for a marketing agencies with retainer clients. How many times has your agency generated the agreed amount of high quality leads, but still lost clients because the client's sales team didn't close those leads?

CRM 19

B2B: How To Get Marketing and Sales To Work Together And Stop Fighting

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer B2B companies that align marketing with sales experience 20% annual revenue growth. As long as there have been marketing and sales departments, there has been tension between the two. A typical sales complaint about marketing is that the leads they generate are worthless (" marketing''s leads SUCK! ").

Hey Marketing: An Inquiry Is Not A Lead

B2B Marketing Insider

I had lunch with two leaders in the marketing technology and software startup space last week. We were discussing some of the biggest challenges marketers are facing today. We all agreed that a common understanding of the difference between an inquiry and a lead continues to be one of the biggest mistakes marketing makes. I spent the first 5 years of my career in sales.

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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.

UserVoice Increases MQLs by 37% Using Predictive Marketing


Many of our customers come to us with a common problem: they have no good way to differentiate best-fit prospects from the tire-kickers, and are often left to rely on “gut instinct” when it comes to prioritizing who they should target. Armed with new predictive insights, the company saw a 2x increase in conversion rates and a 3 7% increase in marketing-qualified leads.

Stop the Insanity; A View on Social Media ROI for Lead Generation


I currently manage some digital media buys and paid search campaigns, but I don’t include my rates and fees on a cost-per-conversion report. 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. All marketing must contribute to revenue. Then I perform a conversion. Assisted conversion- social media. .

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How Social Sign-On Increases Conversions [CHART]

It's All About Revenue

Prospects x Conversion Rate) x Marketing Qualified Lead Acceptance Rate=Sales Accepted Leads. Increase Conversion Rate. Improve Marketing Qualified Lead acceptance rates. In this chart, we are going to examine a simple and effective way to increase the second point, your conversions.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle.

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4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]

Modern B2B Marketing

Author: Tanya Chu If you didn’t have much time to delve into your lead scoring this year, it’s not too late to make the business case to do so in 2017! How you structure (and restructure) your lead scoring can give you insights into how your marketing strategy is performing. Here are four ways that lead scoring can make you a smarter marketer: 1. Lead Scoring b2

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


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’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. And the secret weapon is marketing automation. Lead Scoring : Leads are not created equal.

MQL 37

How to Measure Email Success in 2015: A Call to ROI

The Point

No matter what your marketing resolutions this year – more content, better creative, etc. – Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. Opens/Open Rate. Clicks/Click Rate (CTR). Click to Open (CTO) Rate.

3 Ways To Calculate Conversions from Content Marketing

B2B Marketing Insider

Perhaps the most valued business case for content marketing is driving conversions. When done properly, content marketing attracts prospects at the top of the funnel and guides them through the buyer journey until they convert to become customers. The core metrics we use to measure conversions are: Cost per lead: Amount your brand spends to acquire a lead.

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. 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. 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.

Can the value of lead nurturing be quantified?

Sales Engine

Most marketing and sales leaders in the business-to-business world know that nurturing leads is essential to maintain a digital connection with buyers who want to learn about a business pain, product, or service—but who are not yet interested in talking to a sales person. But can the sales impact of nurturing be quantified? Marketing Metrics and Data

MQL 27

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). The programs we initiate need to produce leads from an audience that can be nurtured into a pool of viable MQLs. If not, conversion rates suffer and, more importantly, we waste resources on misguided opportunities. Contact Gap Analysis.

3 Steps to Grow a Successful Live Chat Program


I’m filled with pride as I hear our VP of sales make this statement. I worked hard for six months to get the sales team invested in live chat as a sales channel and I’m finally seeing the results. For many weeks, I sat in meetings or sent detailed reports trying to explain that while we had dozens of leads coming in through live chat, they weren't being followed up on.

How to Beat 27 Million Competitors at the Content Game


As LinkedIn’s Senior Content Marketing Manager Jason Miller said , “Content marketing is no longer a numbers game. Content marketing is tough, and even the best practitioners struggle to reach their audiences. It’s one thing to live and breathe content strategy, but those efforts will fall flat if B2B marketers aren’t optimized for sales-qualified leads and revenue.

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.

Love Every Lead – 4 Ways Marketing Automation Benefits the Sales Cycle

Modern B2B Marketing

by Fergus Gloster Marketing automation solutions bring significant benefits in terms of demand generation to a wide range of companies. It’s very clear that marketers can now generate, score and nurture leads to a level that was not possible just a few years ago. Many companies try to short cycle this by having the sales teams do this job. Ready to get started?

MQL 10

9 Lead Generation Mistakes Marketers Need to Stop Making


For many businesses, the key to making sales is to first generate leads. Leads are valuable because they're the people who have indicated organic interest in your content and your business by giving you their information in some way, whether it's by filling out a form to download an ebook, completing an online survey, or something else. But leads don't grow on trees.

Form Length Isn't Everything: 3 Other Ways to Optimize Your Forms for Conversions


Because forms are a central component to your inbound strategy, it's important to optimize them for conversions while retaining any of the indicators of quality that you and your sales team care about. Only after considering that context can you test and refine form length to provide higher or lower quality leads. a) Get a measure of lead quality. The result?

Dismantling The Brick Wall: 3 Things That Separate Sales & Marketing & Hinder Sales Effectiveness

Modern B2B Marketing

by Carol Fox There’s nothing more frustrating than struggling to put a top-notch B2B marketing effort together, only to hit a brick wall of poor sales results. Often the wall exists as a function of poor sales and marketing alignment. Sales and marketing aren’t on the same page. Leads aren’t getting attended to quickly enough. Learn it. Live it.


How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?

Sales Engine

This is why it’s important to have great content available that supports every stage of the buying process in a complex sale. A recent client evaluation of their data revealed that, when content marketing was used in tandem with sales, the closing rates went up, the deal sizes were larger, and the cycle times were shorter. based on marketing to over 117,000 lead records.

MQL 40

3 Steps Towards Becoming a Data-Driven B2B Marketer [Ebook]

Modern B2B Marketing

Author: Tanya Chu What does it mean to be a data-driven marketer? Everyone talks about the importance of tracking data and making decisions based on it, but no one tells you how to do it and what a data-driven marketing organization looks like. However, this data is not limited to who our leads are. How should sales handle leads that are not ready to buy?