Digital B2B Marketing

MAY 23, 2012

The new waterfall (or funnel, to most of us) provides a framework for measuring and benchmarking demand generation from initial inquiry to close and across sales and marketing. The new funnel directly acknowledges the different roles inbound marketing , marketing automation and telemarketing (or teleprospecting) play in demand generation.

Demand Generation 100

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 100

Digital B2B Marketing

APRIL 2, 2013

The image is Forrester’s reimagined sales funnel. Let me know in the comments below or on Twitter ( @wittlake ) if you see most B2B organizations moving away from Salesforce (or similar) lead source as the primary measurement of their lead generation campaigns.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

AUGUST 20, 2013

But as you look across multiple quarters, or even multiple years, metrics like these that provide a measurement across your entire funnel will show the cumulative benefit of your marketing far better than a collection of program reports. There is not a good or bad value, simply a comparison to yourself last quarter or last year.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads 100

Digital B2B Marketing

NOVEMBER 19, 2013

Of course, measuring all the way through the funnel and reporting on sales is ideal, but if you have a long sales process (and most B2B marketers do) you will need to focus initially on an intermediate step. Use a metric you can observe within six months.

Lead Generation 100

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 100

Digital B2B Marketing

APRIL 11, 2012

He also points out that sales and marketing both contribute through the entire funnel. In his article, Adam makes the case for focusing on revenue qualified leads , removing SQLs and MQLs to create a single definition of qualified leads across the organization.

Top of Funnel 100

Top of Funnel Marketing Qualified Leads Sales Qualified Leads Advertising Agencies 100

Digital B2B Marketing

FEBRUARY 16, 2012

Your messaging, promotions and navigation paths are focused on the content being offered and funneling individuals into a registration page to access the content. Case 1: Content Marketing for Lead Generation Lead generation focuses on the content that is being offered.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

MARCH 21, 2011

If it does not, the vision is hollow, and the prospects that were attracted to the vision quickly fall out of your sales funnel when they realize your product is not aligned. When marketing looks to establish a company as a category thought leader, marketing and product must align around the same overall category vision.

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100