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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.

Why Businesses Need Marketing Qualified Leads

PureB2B

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?

Trending Sources

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.

How To Predict Conversion Rates From Lead to Close With an ‘Exit Criteria’

Modern Marketing

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.

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. Here then is a simple, proven technique for increasing the rates at which: 1.

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. So was it a quality of leads issue or a sales/opportunity conversion issue?

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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.

Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots

SnapApp

The B2B sales funnel has changed a lot. . Until recent years, the traditional selling process looked something like this: Marketing would hand leads off to the sales team. The sales team would attempt to close those leads. . Marketing did their thing.

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. Full-Funnel Data vs. Lead Data. Multi-Touch Marketing Data.

3 Core Sales Support Services Your Agency Needs To Offer

Hubspot

According to 2016 data from Econsultancy , only 22% of businesses are satisfied with their lead to customer conversion rates. That's bad news for a marketing agencies with retainer clients. 3 Sales Support Services to Offer Clients. 3) Sales Enablement.

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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. 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.

Hey Marketing: An Inquiry Is Not A Lead

Marketing Insider Group

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. And this drives a deeper wedge in the goal of marketing and sales alignment. So what is a lead?

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

NuSpark

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. If you’re going to count the time and rates to engage, listen, and monitor social media as part of your ROI calculations, then you’d better start applying that same logic to your paid search agency, your digital agency, your ad agency, internal marketing staff, and any marketing consultants. Then I perform a conversion.

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How Social Sign-On Increases Conversions [CHART]

Modern Marketing

Prospects x Conversion Rate) x Marketing Qualified Lead Acceptance Rate=Sales Accepted Leads. Increase Conversion Rate. Improve Marketing Qualified Lead acceptance rates.

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

Act-On

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’ve nurturing leads, building their trust, and bringing them along on the journey to buy. Depending on the business you’re in, the lead nurturing road can be a long one.

MQL 48

UserVoice Increases MQLs by 37% Using Predictive Marketing

Infer

Many of our customers come to us with a common problem: they have no good way to differentiate best-fit prospects from the tire-kickers, and are often left to rely on “gut instinct” when it comes to prioritizing who they should target.

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.

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Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight

Act-On

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. 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.

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. – 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.

3 Ways To Calculate Conversions from Content Marketing

Marketing Insider Group

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. Cost Per Lead.

The Most Compelling Reason to Use Account-Based Marketing

B2B Marketing Directions

By now, just about everyone involved in B2B marketing is aware of the hype surrounding account-based marketing (ABM). According to users, account-based marketing provides several important benefits. As a result, the inquiry to MQL conversion rate will be extremely high.

4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]

Modern B2B Marketing

Author: Tanya Chu If you didn’t have much time to delve into your lead scoring this year, it’s not too late to make the business case to do so in 2017! How you structure (and restructure) your lead scoring can give you insights into how your marketing strategy is performing.

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.

How to do lead management that improves conversion

B2B Lead Generation Blog

In this post, I’m going to focus on how to do lead management that increases sales conversion. Here’s why: First, B2B lead conversion to actual revenue conversion is low. According to Forrester, top performers convert 1.54% of leads to revenue. And average performers turn less than 0.75% of leads into closed deals. Source: Forrester US and Europe B2B Marketing Tactics and Benchmarks Online Survey. Quick Intro to lead management.

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.

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). It’s time to redefine marketing and sales—not the MQL. Salespeople need leads, and it’s marketing’s job to generate them.

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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. based on marketing to over 117,000 lead records. conversion rate. win rate. which was a significantly higher close rate.

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. A Multidude of Marketing Metrics.

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3 Steps to Grow a Successful Live Chat Program

Hubspot

I’m filled with pride as I hear our VP of sales make this statement. I worked hard for six months to get the sales team invested in live chat as a sales channel and I’m finally seeing the results. I sadly watched the leads’ value diminish the longer they sat in the database.

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. 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.

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.” Surprisingly, the appetite for predictive intelligence is fueled by the success of inbound and content marketing efforts, not their failure.

MQL 22

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. a) Get a measure of lead quality. Then determine the close rate (i.e.

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.

9 Lead Generation Mistakes Marketers Need to Stop Making

Hubspot

For many businesses, the key to making sales is to first generate leads. But leads don't grow on trees. Some marketers have trouble generating enough leads to feed their sales team. Others just have no idea where their leads are coming from.

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.

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. Setting realistic marketing ROI expectations.

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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. Depending on the business you’re in, the lead nurturing road can be a long one.

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3 Steps Towards Becoming a Data-Driven B2B Marketer [Ebook]

Modern B2B Marketing

Author: Tanya Chu What does it mean to be a data-driven marketer? Everyone talks about the importance of tracking data and making decisions based on it, but no one tells you how to do it and what a data-driven marketing organization looks like. This extends from marketing to sales.

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? And now in the Internet era when so much marketing activity can be tracked and tied back to marketing, the interest in measuring marketing ROI has only increased.

ROI 50

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. Track marketing revenue by content piece. Marketing Strategy