Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

At the earliest stages of the funnel, where buyers first begin to become aware of your company and its solutions is perhaps the most challenging. Efforts to build great content and share it with influencers lead to a more measurable metric of inbound links. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

Lead scoring allows you to objectively define where each person is in their buying process. Associate Value with each Stage With the buying stages defined, it’s now possible to look at historical conversion rates to understand the value of a lead at each stage. If net new leads enter the funnel, and are deemed to be “mildly interested”, they are immediately worth $100.

The Changing Dimensions of Lead Flow

Digital Body Language

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. For example, if 15 opportunities are created out of 1000 leads, a 1.5% Tags: marketing analysis Marketing Investment Marketing Funnel An individual? company? dollar?

Lead Scoring: Eight Critical Questions to Consider

Digital Body Language

Much of the conversation around how best to set up lead scoring tends to focus around the aspects of the buyer's digital body language that are most interesting. These are all great discussions to have, but there are eight critical questions that need to be contemplated and discussed in order to build a lead scoring algorithm that will truly work in a business environment: 1) What are Your Outputs?: are you using lead scoring to determine who to hand off to sales? If multiple lead scoring dimensions are merged into one, you will likely run into a challenge.

Content Methodology: A Best Practices Report

industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. through the funnel until they. leader with industry-leading. Map to the funnel.

Marketing Dashboards

Digital Body Language

Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard. From there, we can measure the marketing funnel using a balance sheet and income statement metaphor. The balance sheet view gives us a snapshot of the current state of the marketing funnel. Response, is also critical to measure.

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CEOs and Marketing Metrics

Digital Body Language

By looking at Marketing’s ability to manage the top end of the revenue funnel through balance sheet and income statement metrics, CEOs will instill the discipline of defining the stages of the buying process, measuring leads against these stages, and facilitating buyers’ movement through each stage by carefully targeted campaigning.

Top-of-Funnel Analysis - Net New Names, Inactive Leads, and Reactivated Interest

Digital Body Language

Analyzing marketing actions at the top of the funnel has some interesting nuances. In looking at the top of the funnel, it is critical to be able to carve out these “inactive names” from the rest. Without that, the measurement of campaigns targeted at the top of the funnel, and also your overall funnel conversion metrics will be challenged.

4 Quick Steps to Understand Search Discoverability

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One Step Further : Traffic is great, but understanding who these visitors are and whether they progress towards being marketing qualified leads and ultimately revenue is even more of interest. For each search term, see how many leads, opportunities, and dollars of revenue are ultimately created. We are not all natural search experts, nor should we be. Step 2: Where Are You Ranked?

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.

Flying Cars, Wall Flowers, and Red-headed Stepchildren; 3 Types of Marketing Challenges

Digital Body Language

One of the most common questions I get with marketing audiences is where in the funnel to focus on to get the best return on their investment. You can do this through great lead nurturing, working with key bloggers and influencers, or even opening up your internal processes to your buying audience as Kadient did to build buyer trust.

The Content Gap - Lead Nurturing and Content Creation

Digital Body Language

Most marketers are quite experienced in creating the high level thought leadership whitepapers, educational sessions, and industry webinars that are ideal content for the Awareness stage of the funnel. Many articles have been written about B2B marketing’s evolution towards a model where marketers act as publishers. It is in this stage that “best practice” content is often most useful.

Predicting Revenue through the Marketing Funnel

Digital Body Language

With a buying funnel modeled from the top of the funnel, however, it is possible to begin understanding whether there is enough in the marketing funnel to support the desired and planned revenue goals. Note that it is critical to have leads degrade from a stage after an appropriate period of time. However, time is an important element of analysis of the marketing funnel.

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VFA: Nurturing to Re-Engage Dead Leads

Digital Body Language

Almost any of us in B2B marketing wrestle with the challenges of the leaky funnel. As we pass leads to sales that are not ready, perhaps due to them being a "future likely" rather than a current opportunity, we end up with a dead lead pile. Re-engaging with this dead lead pile can be one of your easiest ways to generate more active opportunities without significant additional expenditure. To engage these leads, VFA implemented a 5-part nurturing program that provided unique content to each of the 6 verticals targeted by VFA.

Study: How Much of Your Content Marketing Is Effective?

publishing more content often leads to diminishing returns. for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

The gaps here will lead to a much broader discussion of what “brand” means to a B2B organization, that goes beyond logos, taglines, and colors. 6) Marketing Owns The Brand: 2010 may see some very early reshuffling of the decks in terms of what Marketing owns. Tags: lead nurturing marketing automation marketing analysis Social media data management B2B Marketing Sort of.

Analyzing B2B Marketing: Balance Sheet and Income Statement

Digital Body Language

An alternative, and much more actionable framework, is a top down view that uses a "balance sheet" and "income statement" view of the marketing world to understand marketing's overall effect on top-of-funnel activity. With this in place, it is possible to build a "balance sheet" view of the B2B marketing funnel.

The Map is not the Terrain: Marketing Analysis and the Non-Linear Funnel

Digital Body Language

The conceptual model of a funnel is a great one for understanding buyer stages. At the top of the funnel is the broadest universe of suspects who may at some point have an interest in your product or services, but currently do not show significant interest. There are usually the largest number of these potential buyers, hence it being the widest part of the funnel.

Future Likelies and the Leaky Funnel

Digital Body Language

In it, there's a stat that very few of us in B2B marketing will find surprising: "Aberdeen research that suggested that upwards of 60 percent to 70 percent of leads are never followed up by sales." This is a horrific number when you consider the investments being made in order to generate these leads. Nobody benefits by sending future likelies over to sales.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. And it would lead to GE’s. content marketing as being part of our funnel. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II.

Interview with The Funnelholic

Digital Body Language

Craig is a great guy, fun to chat with, and smart as a whip when it comes to the challenges of managing the top of the funnel. Steve: As marketers continue to refine their ways of measuring their success at the top of the funnel, will we see more standard CMO reporting on their successes (similar to the standard reporting that sales, finance, and operations usually does)?

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Cherry Picking of Leads: B2B Marketing to Sales Handoff

Digital Body Language

Should we allow sales to cherry pick leads that, based on lead scoring, we have deemed not to be ready for sales? Steve Kellogg at Astadia raised the question very aptly in his Endless Lead Loop post, and it's a question we all face as we wrestle with the business process of lead scoring and handing leads from marketing to sales.

6 Really Simple Marketing Metrics for your Execs

Digital Body Language

if you ask a marketing exec in a B2B company what metrics they'd want, it ends up in a complex description of ROI, funnel velocity, or influence measurement. They will push for better nurturing of leads, more investment in social media to generate market awareness, more lead scoring, and better coordination with sales on which leads to hand off, and when. We've all seen a similar cycle. Great goals, for sure, but not exactly quick wins. So, the reports aren't created for them and they end up with nothing. So why these metrics? Well, for one, they're easy to do.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

When analyzing the flow of leads through your marketing organization, and into your sales organization, how you design the stages in the process has a significant impact on both how you are going to be able to analyze it, and how you are going to be able to optimize it in the future. Your marketing team, for example, may pass marketing qualified leads (MQLs) to your sales team.

Staffing and Launching Your Content Marketing Program

These examples may sound hyperbolic, but they get at values that lead. about content marketing as being part of our funnel. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely.

Building Benchmarks - 3 Main Approaches

Digital Body Language

If, for example, the immediate goal of the two marketing campaigns is driving marketing qualified leads for sales, then that metric allows a fair comparison. Metrics such as website traffic and raw inquiries will be too high in the funnel to be meaningful, and metrics such as sales pipeline movement or closed business will be too disconnected from the initiative to be useful.

Voxify: Rejuvenating Dead Leads through Nurturing

Digital Body Language

The merits of lead nurturing are hard to underestimate. Especially in challenging economic times, it is extremely wasteful to have a leaky funnel that you spend great effort and resources on getting potential buyers into the top of, only to have them leak out the side. In writing Digital Body Language I had the pleasure of speaking with Hollis Chin and the team at Voxify who had one of the best examples I had seen of using lead nurturing to generate tremendous value from a set of leads that had been discarded as dead leads.

No such thing as a Neutral Outcome

Digital Body Language

This leads to a difficult marketing conundrum when looking at targeting marketing efforts based on a best possible approximation of where that buyer is likely to be in his or her buying process; in a broad enough population, there will always be some response to a marketing campaign, regardless of what buyer stage it was targeted at.

Medical Symptoms and B2B Marketing Processes

Digital Body Language

The natural flow of scoring leads, qualifying them, and then handing them off to sales is disrupted when a sales team is allowed to grab the best leads from the funnel regardless of where the scoring system has placed them. salesperson cherry picking leads that the lead scoring algorithm has not deemed ready for sales may be an indicator of a deeper underlying issue.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. B2B Marketing. Look for.

Sales/Marketing Integration - The Technology Stack

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This layer is where the lifecycle of a lead is defined. When a lead is qualified, how is it presented to sales? Is it presented through a task, through a lead record, or through a more customized way? Similarly, if a lead is not followed up on, or is not turned into a live opportunity, what happens next? Data: The first layer is the data.

Marketing Automation - What does it mean?

Digital Body Language

Signs of buying activity can be seen and with the appropriate lead scoring algorithm, sales ready leads can be identified and passed to sales. Whereas this analysis of leads has in the past been done manually or with spreadsheets, the need to identify and follow up with leads when they are most ready means that it must be done quickly. Let's look at why.

The Buying Process; Auditing your Content Assets

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This audit leads to a content matrix that forms a very useful basis for defining both your nurture marketing approaches and your content development strategy. As you plan your lead nurturing strategies, understanding where in the marketing funnel you need to focus on and where in the buying process your content exists is key. Creating the matrix is relatively straightforward.

Scoring the Stages of a Buying Process

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When we talk about lead scoring, the goal that comes to mind most often is determining which leads are ready for handoff to sales. If this is possible, as it was for Terracotta , then we can use lead scoring in a different way to provide a much more meaningful way to connect with potential buyers. This, however, is only part of the picture.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. B2B Marketing. Look for.

Giving Sales an "Out"

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Any of us who work with longer sales cycles have experienced the leaky funnel. not a simple task, as leads leak out of the funnel for so many reasons; interest wanes, priorities shift, or sales connect too early or with someone without enough pull to get something done. Mostly, these leads just go quiet. Sales is hesitant to call it "dead" right away as it might not be, and by the time they're sure it's dead, they're unlikely to dig back into their lead pile and set a status on it. So, as marketers, what can we do to "plug" it. So, how do we as marketers help?