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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.

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 truth is that the measurement linking lead to closed deal is precarious at best.  And each of these activities becomes the requirement to “exit” the previous lead stage.

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?

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads.

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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?

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3 Ways to know your prospects as well as they know you!

grow - Practical Marketing Solutions

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).

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 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

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.

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.

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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?

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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? 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? How qualified are they?

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. typical sales complaint about marketing is that the leads they generate are worthless (" marketing''s leads SUCK! ").

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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. And So what is a lead? What Is A Lead?

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Why You Can’t Do B2B Marketing Forecasting Without Attribution

bizible

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.

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

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.

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.

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.

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

NuSpark

For years I planned and implemented media strategies for a multitude of clients.  I still do when my clients ask me; radio, television, print, outdoor, etc.  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.  So let’s remove salaries and time fees from any social media ROI calculation. 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.

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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. – no improvement matters if you can’t measure it. 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).

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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What Is an MQL? Your Definition Will Determine Your Direction

Sales Engine

I have a friend in sales who continuously argues with me over the definition of what a Marketing Qualified Lead (MQL). As a salesperson, he simply cannot understand how someone that’s not qualified, but demonstrates interest by clicking on a link or downloading a report, can be counted as a qualified lead by any means. Absolutely true. Yes it does.

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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. 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.

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How to Beat 27 Million Competitors at the Content Game

Kapost

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.

New Gartner Report Examines Why Predictive Intelligence Is a Must Have for B2B Marketers

6sense

“When Gartner first wrote about predictive lead scoring in August 2014, the practice was still in its early stages.” In their March Tech Go-to-Market report, Gartner notes that “predictive lead scoring is now a “must have” for B2B technology marketing leaders with high volumes of leads from inbound channels and events.” We believe this change in analysis is driven by widespread adoption and planned future investment in predictive intelligence. Over the past decade content marketing has improved the buying experience of B2B decision makers. Latest

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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). 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.

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?

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

Hubspot

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. Then determine the close rate (i.e. 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.

5 Steps To Connecting Marketing Activities To Revenue

6sense

Tying marketing activities to revenue used to be more art than science. It was clear that marketing initiatives drove awareness and demand, but there was no measurable way to track ROI of those activities. Today, data gives us the ability to track how customer interactions with marketing campaigns and assets connect directly to revenue. Marketers can use that intelligence to optimize future campaigns and predict conversions with precision. Until just a few years ago, most marketing executives were not on the hook for pipeline and revenue. Latest

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.

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9 Strategies for Improving Lead Quality From B2B PPC Campaigns

Hubspot

You’ve poured thousands of dollars into your Pay-Per-Click (PPC) search campaigns and have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great. It’s only when you start analyzing your results and dig a little deeper that you realize an overwhelming majority of these leads are in essence “junk leads”.

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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. 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.

Got Marketing ROI?

Marketing Action

If there’s friction between your marketing and sales teams, it might be due to the way each team is measured. Sales is numbers-driven; performance is measured by quotas you can hit and revenue you can count. Marketing, on the other hand, has always been one of the least-measured functions. Setting realistic marketing ROI expectations. This is a conversion metric.

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The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. According to Tony Jaros, marketers will typically spend 60% of their budget on demand generation programs. Best Practice B2B Company Rates: Inquiries to MQL: 9.3%. Accelerate (help sales move deals more quickly through the pipeline). deals.

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

Marketing Action

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.

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The Changing Dimensions of Lead Flow

Digital Body Language

As a marketer or salesperson interacting with a prospective buying audience, how that audience is defined changes as a more direct connection is made with them. If a conversion rate between website traffic and inquiries, or between leads and sales opportunities, is being benchmarked against as part of the plan, it must take this change in dimension into account.

Live From The Marketing Nation Summit Sessions: ABM, Content Marketing, Women In Tech and More

Modern B2B Marketing

Author: Ellen Gomes Throughout The Marketing Nation Summit, we’ve not only had amazing, insightful, and inspiring keynote speakers, but speakers who rocked the smaller stages in our breakout sessions. His conclusion—as a marketer, you need to do whatever it takes to accomplish your goal, which is to drive revenue, so his answer is “ and”. Shorter sales cycles. Be patient.

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Highlights from Growth Hackers AMA with Paul Albright

Captora

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.

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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%).

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?

How to gain a competitive advantage through your content

Sales Engine

We are all looking for a competitive advantage, and if you’re fortunate enough to be selling a completely unique product from a well-known firm to a needy market, you probably don’t have to be very good at marketing to be successful. But B2B companies have found success in content marketing , and they’re upping the ante. Then the process would reverse itself. Lots of it.