Why Businesses Need Marketing Qualified Leads
SEPTEMBER 25, 2016
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?
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.
57 Basic Marketing Analytics Terms Everyone Should Know
FEBRUARY 6, 2015
When you create a report or analyze your marketing metrics, does it ever feel like you are reading another language? Never mind when you start using several different analytics platforms, you''ll find different terms for the same metric. This metric is found in Google Analytics.
Challenges To Inbound Campaign Analytics In B2B Environments – Search to Revenue™
JULY 26, 2016
This post was written by Kevin Joyce, VP Revenue Marketing Strategy at The Pedowitz Group. But what if: Your sales cycle takes months, and you have a direct sales force? You have a Marketing Automation Platform (MA) and a Customer Relationship Management (CRM) software?
Getting past the AI hype: How predictive analytics fuels conversion optimisation
MARCH 28, 2017
This article was originally published on MarketingTech by Sean Zinsmeister , Vice President of Product Marketing at Infer. These days, marketers can’t read about their profession without getting bombarded with wild claims about how AI is going to disrupt everything they do. There’s a wealth of intelligence that predictive analytics and machine learning bring to the task of answering these questions – and that’s the crux of where AI is delivering value today.
Sales Alignment: Put Theory Into Practice
JANUARY 28, 2015
“Sales alignment” began as an interesting concept. Theory: Develop a strategy across the entire sales and marketing funnel. Firstly, make sure representatives from both marketing and sales are present. For its critics, that’s all it remains.
Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
MARCH 30, 2015
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.
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. This is especially true in the handoff between marketing and sales. Put simply, SDRs pass the baton from marketing to sales. The human touch enhances lead nurturing.
12 Critical Marketing and Sales Metrics You BETTER Be Tracking
OCTOBER 5, 2012
Sales and marketing alignment takes work. That's why it's critical sales and marketing should track shared goals and metrics to keep each team accountable to the other. 12 Metrics Sales and Marketing Should Track to Stay Accountable.
The B2B Content Marketing ROI You Should Care About.
OCTOBER 1, 2015
Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. How far down the sales cycle are they?
Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight
JANUARY 23, 2017
Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. 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. Now let’s take a look at the metrics that can help you measure the progress of your lead capturing efforts.
Content ROI Is a Myth
APRIL 8, 2014
As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” Creating content is not, on its own, a marketing tactic.
Got 15 Minutes? Run These Reports to Quickly Assess Your Marketing
OCTOBER 15, 2015
Spending countless hours analyzing your marketing performance every week? Sure, it's important, but you also have to create content, manage contributors, run your marketing campaigns. What if I told you it was possible to analyze your marketing in just 15 minutes a day?
Tying Your B2B Marketing to Revenue Attribution
APRIL 6, 2017
In this episode of the Rethink podcast, Act-On’s CMO Michelle Huff interviews Christine Vermes, Vice President and Head of Marketing at Full Circle Insights. They have a great and far-ranging conversation on B2C’s influence on B2B marketing, identifying what reporting numbers are most important, and they discuss their approaches to finding alignment with sales. They also chat about tying marketing activities to revenue and using those insights to help their own budgeting.
The Key to Overcoming Internal Alignment Challenges When Scaling Your ABM Strategy
APRIL 13, 2017
Implementing an account-based marketing strategy is no easy feat. There are several challenges that spring up when scaling an ABM strategy—transitioning it from a shiny new toy to a full and effective marketing strategy. Creating alignment with ABM analytics is pretty straightforward.
Lead Nurturing’s Biggest Challenges
FEBRUARY 15, 2017
Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. While they might not be customers from the get-go, prospects turn into warm leads faster if you invest the time and effort to communicate regularly after their first contact. Technology has allowed marketers to scale their lead nurturing campaigns with readily available automation tools and easy-to-use CRM software.
6 Key Metrics to Measure Success from Your Retargeting Programs
APRIL 17, 2015
Editor's Note: Today's post comes courtesy of Liz Mallett, Marketing & Customer Success at Kwanzoo Inc. Today many companies are running site and email retargeting programs to capture net new prospects and nurture existing leads. Lead Conversions/CPL.
3 Reasons to Adopt a Scalable Marketing Automation Platform
Modern B2B Marketing
JANUARY 13, 2017
While our demand generation team celebrated this victory, we knew that with a lead database swelling to 70,000 entries and counting, we needed to embrace a more sophisticated, enterprise-grade marketing automation platform. Our previous platform limited us to the bottom-of-the-funnel.
Want to Grow Your SaaS Company? Track These 12 Marketing Metrics
NOVEMBER 10, 2015
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. 2) Leads.
Prophets of Profit: 25 ABM Experts Give 2017 Predictions & Advice
JANUARY 9, 2017
Account Based Marketing continued to take off like a rocket, Account Based Sales and Sales Development joined the party, and Account Based Everything picked up traction. Account Based Marketing (and Everything) Predictions and Advice. Sales Speaker, Author and Advisor.
How to Define The Content Marketing Metrics that Matter
SEPTEMBER 17, 2015
These are the common refrains heard at every marketing conference and around the table in any marketing department that has adopted a content strategy. Paul Roetzer of PR 20/20 presented a session on this very topic at Content Marketing World. Content Marketing
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. A Multidude of Marketing Metrics.
How to Score Your Leads So Sales Works the Hottest Prospects
FEBRUARY 8, 2012
The good news about inbound marketing is that it can help you attract high volumes of leads. The challenge then becomes, how do you separate the good, quality leads from the people who are just starting to look around? Decide if Your Business Needs Lead Scoring.
Why You Need A Single Source Of Truth For Marketing Data
APRIL 12, 2016
Origami Logic’s 2016 Marketing Signals Report found that the number one measurement struggle for marketers was having multiple systems that capture and measure the signals. What's the definition of a lead? Take the concept of leads, for example.
Are MQLs a Vanity Metric?
NOVEMBER 4, 2015
The venerable Marketing Qualified Lead (MQL) long has been a cornerstone of the numbers game played by businesses. A large amount of leads are poured into the top of the traditional funnel. It just doesn’t measure marketing’s actual influence on revenue.”.
Predictive Acquisition: Get Up To Speed, Then Go After Those Promising Prospects
OCTOBER 6, 2016
Once upon a time, marketers got their prospects the low-tech way, buying quickly outdated lists, running expensive, scattershot campaigns, and sending generic messaging to prospects who could have been won with thoughtful personalization. Am I open to discovering new prospects and markets?
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. If they convert in the future, you’ll have a record of their pre-conversion engagement, which is very useful for segmentation and sales follow-up.
Are You Leveraging Your Content for Sales Enablement?
MAY 24, 2016
You probably have an amazing marketing department that is constantly creating interesting, value-packed content that moves leads down the sales funnel, right? What Is Content for Sales Enablement? Examples of Interactive Sales Enablement Content.
On the Road to Marketing Accountability: Five KPIs You Should Start Tracking Today
FEBRUARY 19, 2014
Marketing departments take pride in coming up with clever campaign ideas, exciting images, and compelling messages – and rightly so. However, these matter little to the executive team if the following concern is not addressed: Are our marketing investments bringing enough return?
An Act-On Conversation: Jay McBain and Atri Chatterjee Discuss Best Practices in Channel Marketing Communications (35 Types of Media Required)
SEPTEMBER 19, 2014
Editor’s Note: Jay McBain is Chief Marketing Officer for ChannelEyes , a young company that’s reinventing the way vendors communicate, educate, and engage with their value- added resellers and channels. Atri Chatterjee is Act-On’s Chief Marketing Officer.
Act-On’s a Leader in the Forrester Wave™ and What That Means to You
DECEMBER 12, 2016
Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. The sentence above is more than just boilerplate “marketing jargon” Act-On slaps onto its press releases and other collateral. As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. It is about analytics, and about predictive analytics.
How We Drive Quality Leads With Ungated Content On LinkedIn
DECEMBER 7, 2015
LinkedIn is a powerful place to market to a business audience. And even though it’s tedious in its current state, you can even do account-based marketing on LinkedIn. It’s a must-have marketing channel for B2B marketers.
An Act-On Conversation: Charles Besondy and Leo Merle on How Marketing Can Contribute to Revenue
APRIL 16, 2014
Listen to the podcast: In a recent Act-On Conversation, Charles Besondy and Leo Merle chatted about the steps a company can take to make marketing more accountable and a more forceful contributor to the success of the sales team. Leo Merle is the marketing programs manager for Act-On.
Prove Your Worth:10 KPIs for Marketers
Modern B2B Marketing
NOVEMBER 15, 2013
Author: Frank Passantino Imagine this scenario: First thing tomorrow morning, your executive team calls you into an impromptu meeting, and asks for a report on your marketing efforts. Here are 10 KPIs that every marketer should be measuring: 1. Sales Revenue. Marketing Metrics
Marketing 101: How to get started in lead generation
B2B Lead Generation Blog
MARCH 17, 2014
Tweet I was recently reading your blog “ Lead Generation: Who knows the customer better – Marketing or Sales? It’s been really fascinating to me to try and figure all this sales and qualifying a lead thing out. Do you have any advice or books on how to effectively get leads and qualify them and the processes involved in doing so? I’ll focus on some fundamental questions you should answer as you craft your lead gen program.
Why Perfect Branding Isn’t Enough to Connect with Buyers
MAY 12, 2016
Once upon a time, branding was an indispensable part of a company’s success in B2B sales. Marketing budgets spent on bold logos, memorable slogans, pricey sponsorships and colorful presentations were all devised for a simple overarching purpose: to get sales in the door.
7 SaaS KPIs You Need to Track in 2017
MARCH 9, 2017
However, with rapid growth comes the potential of market saturation. In order to stand out, SaaS vendors need to be smart about their marketing strategies. In fact, the inability to market products was cited as a cause for 14 percent of startup failures in a recent survey.