Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales The number of leads who convert into customers. 6
LEAD A contact who has taken an action to receive information from your company. 8
Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving 9
Track Leads by CampaignMeasure how many leads your campaigns are driving by channel
Three Key Metrics Leads The # of new leads you bring in. Marketing Qualified Leads 11
MARKETING A lead that has converted on aQUALIFIED resource that pushes them down the sales funnel.LEAD 12
MQL Examples: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in North America. A contact at a company in the US who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. a VP or Director.
Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events 15
Computing the Marketing SLA MQL Type Average MQL to Value per Revenue / Customer MQL Customer Close % Ebook $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Free Trial $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000
Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales 17
SALE The lead becomes a customer, resulting in a sale for your company. 18
Track #of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers
Top Tactics To Grow Your Subscribers Advertising for Fan Acquisition Campaigns Driving to Like Gates on Facebook Like & Share Buttons On Your Website Cross-Promote Social on Emails Active Engagement on Social Channels Drum Beat of Great Content!
Creating Your Social Customer Profile Campaign Attribution for Social Touches Web & Social Enhance Lead Scoring Personalize 62 Org Communications Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.