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41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018

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4: Cost-Per-Lead (CPL). . CPL thresholds will vary quite a bit based on the product and industry. The goal is to generate a campaign that has a low CPL, and high MQL-SQL conversion rate. . The faster the follow-up with an SQL, the higher the close rate. . Common tool used: Marketo. . #4: 5: Opportunities. . Chris Schaefer.