Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%
SEPTEMBER 17, 2014
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.
Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?
Modern B2B Marketing
AUGUST 3, 2015
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
MAY 22, 2013
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.
A Simple 2-Step Technique for Improving Lead Follow Up
JULY 14, 2015
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.
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).
How to Evolve Your Prospect Management in a Predictive World
Modern B2B Marketing
JANUARY 27, 2016
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
JANUARY 6, 2015
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
How Many Leads Does Your Sales Team Need?
MAY 17, 2016
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.
What is the True Value of Your Sales Pipeline?
Sales Prospecting Perspectives
DECEMBER 10, 2012
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?
Using Marketing Data to Diagnose a Sales Problem
JANUARY 18, 2016
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?
Why You Can’t Do B2B Marketing Forecasting Without Attribution
DECEMBER 29, 2015
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.
B2B: How To Get Marketing and Sales To Work Together And Stop Fighting
The Forward Observer
JUNE 20, 2013
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! ").
Hey Marketing: An Inquiry Is Not A Lead
B2B Marketing Insider
APRIL 20, 2015
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?
My Secret Methods for Turning Marketing Leads into Qualified Sales Leads
Modern B2B Marketing
MARCH 9, 2011
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.
How Social Sign-On Increases Conversions [CHART]
It's All About Revenue
JANUARY 14, 2013
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.
Stop the Insanity; A View on Social Media ROI for Lead Generation
APRIL 28, 2012
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.
How to Improve Your Marketing Automation ROI
Sales Lead Insights
OCTOBER 24, 2011
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.
3 Ways To Calculate Conversions from Content Marketing
B2B Marketing Insider
AUGUST 31, 2015
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.
How to Measure Email Success in 2015: A Call to ROI
JANUARY 13, 2015
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).
Can the value of lead nurturing be quantified?
JUNE 20, 2016
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
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.
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.
Love Every Lead – 4 Ways Marketing Automation Benefits the Sales Cycle
Modern B2B Marketing
MARCH 13, 2012
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?
How to Beat 27 Million Competitors at the Content Game
MAY 20, 2016
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.
How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?
MARCH 3, 2016
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.
Dismantling The Brick Wall: 3 Things That Separate Sales & Marketing & Hinder Sales Effectiveness
Modern B2B Marketing
JUNE 30, 2011
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.
Form Length Isn't Everything: 3 Other Ways to Optimize Your Forms for Conversions
MAY 20, 2015
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?
What Is an MQL? Your Definition Will Determine Your Direction
AUGUST 19, 2015
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.
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.
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. Why Digital Marketing Analytics Matter More Than Web Analytics. From Google?
New Gartner Report Examines Why Predictive Intelligence Is a Must Have for B2B Marketers
APRIL 13, 2016
“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
The Changing Dimensions of Lead Flow
Digital Body Language
NOVEMBER 16, 2010
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.
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.
Got Marketing ROI?
AUGUST 26, 2013
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.
Account-Based And Content Marketing Programs Are Not Campaigns
JULY 20, 2016
One of the biggest mistakes marketers make overall is to think about marketing investments in the form of a campaign - a short-term effort, offering very little opportunity to test content or creative, to optimize, or to prove ROI. Account-Based and Content Marketing Programs are similar in many ways. In our last article, we talked about how ABM needs content marketing to work.
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.
5 Steps To Connecting Marketing Activities To Revenue
OCTOBER 29, 2015
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
9 Strategies for Improving Lead Quality From B2B PPC Campaigns
JUNE 8, 2016
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”.
The B2B Marketing Metrics That Matter the Most
JUNE 23, 2016
As content marketers , there are a lot of things that we can and should be measuring—open rates, click through rates, number of visitors (unique and returning), number of users, conversion rates, number of impressions, social media likes and followers, and so on. When digging into the sales metrics, you find that you’ve got a 25 percent win rate for opportunities.
The State of Demand Generation
The Effective Marketer
MARCH 22, 2012
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.