www.contentmarketingblueprint.com
CMB partner office hours
“Buyer Personas”
Every Tuesday @3pm Eastern
www.contentmarketin...
www.contentmarketingblueprint.com
Max Traylor
VP Business Development
Content Marketer’s Blueprint
+MaxTraylor
www.contentmarketingblueprint.com
What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver se...
www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: Lead quality presentation
5 minutes: Demo of new lead quali...
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Question
How can I report on the “quality” of leads to my
clients?
www.contentmarketingblueprint.com
Lead “quality” based on the
buyer’s journey.
www.contentmarketingblueprint.com
Reporting on Lead Quality
 C-Level
Interested in new customers
and the costs of acquiri...
www.contentmarketingblueprint.com
C-Level Reporting : Customers
vs Cost
www.contentmarketingblueprint.com
C-Level Reporting : Where are
the best leads coming from?
www.contentmarketingblueprint.com
Fill in monthly
marketing costs
Calculate ROI for the C-Level
www.contentmarketingblueprint.com
Quick reference metric for
“quality of leads”
Lead Quality Score = 1(%marketing qualifie...
www.contentmarketingblueprint.com
Lead Quality Score Example
www.contentmarketingblueprint.com
Marketer Reporting : Why are
some investments working and
others are not?
High Quality &...
www.contentmarketingblueprint.com
Lead Engagement Example
www.contentmarketingblueprint.com
Marketers : Data driven
investments
#1: Invest in activities that generate the best qual...
www.contentmarketingblueprint.com
Social Media Lead Breakdown
Bad quality and poor engagement.
www.contentmarketingblueprint.com
PPC Lead Breakdown
Bad quality and poor engagement
www.contentmarketingblueprint.com
Email Lead Breakdown
Good quality but poor engagement.
www.contentmarketingblueprint.com
Group suggestions CMB Lead
Quality Report
www.contentmarketingblueprint.com
Next Session:
Thursday March 20th
@3pm
“Content Marketing Performance Review #2”
Signup ...
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The formula for calculating lead quality from content marketing investments

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When it comes to reporting, content marketers need to understand the quality of leads they are attracting with their website. By quality, I mean the probability that a lead will close into a sale.

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The formula for calculating lead quality from content marketing investments

  1. 1. www.contentmarketingblueprint.com CMB partner office hours “Buyer Personas” Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Max Traylor VP Business Development Content Marketer’s Blueprint +MaxTraylor
  3. 3. www.contentmarketingblueprint.com What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation @CMBlueprint or +ContentMarketersBlueprint
  4. 4. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Lead quality presentation 5 minutes: Demo of new lead quality report 20 minutes: Suggestions/requests for the lead quality report
  5. 5. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  6. 6. www.contentmarketingblueprint.com Today’s Question How can I report on the “quality” of leads to my clients?
  7. 7. www.contentmarketingblueprint.com Lead “quality” based on the buyer’s journey.
  8. 8. www.contentmarketingblueprint.com Reporting on Lead Quality  C-Level Interested in new customers and the costs of acquiring them. What is my ROI (customers vs cost)? Where are the best leads coming from? What are the relative costs of those sources of leads?  Marketer Needs to make data driven investments to improve ROI Why are some investments working and others are not? How can I improve results?
  9. 9. www.contentmarketingblueprint.com C-Level Reporting : Customers vs Cost
  10. 10. www.contentmarketingblueprint.com C-Level Reporting : Where are the best leads coming from?
  11. 11. www.contentmarketingblueprint.com Fill in monthly marketing costs Calculate ROI for the C-Level
  12. 12. www.contentmarketingblueprint.com Quick reference metric for “quality of leads” Lead Quality Score = 1(%marketing qualified leads) + 2(%sales qualified leads) + 10(%customers) Assumptions MQL  SQL = 50% SQL  Customer = 20% If customer is worth $1,000 – an SQL is worth $200 and an MQL is worth $100
  13. 13. www.contentmarketingblueprint.com Lead Quality Score Example
  14. 14. www.contentmarketingblueprint.com Marketer Reporting : Why are some investments working and others are not? High Quality & Not-Engaged Attracting the right buyers. Buyer’s find your content helpful. Organized in a way that facilitates a sale. Low Quality & Not-Engaged Attracting the right buyers. Buyer’s find your content helpful. Organized in a way that facilitates a sale. High Quality & Engaged Attracting the right buyers. Buyer’s find your content helpful. Organized in a way that facilitates a sale. Low Quality & Engaged Attracting the right buyers. Buyer’s find your content helpful. Organized in a way that facilitates a sale.
  15. 15. www.contentmarketingblueprint.com Lead Engagement Example
  16. 16. www.contentmarketingblueprint.com Marketers : Data driven investments #1: Invest in activities that generate the best quality lead  What activities boost organic traffic? Referral traffic? Social media traffic? Email traffic? #2 : Identify and correct gaps in activity that generate poor quality leads / engagement. Where are social leads getting stuck? How can I fill the gaps in the sales process?
  17. 17. www.contentmarketingblueprint.com Social Media Lead Breakdown Bad quality and poor engagement.
  18. 18. www.contentmarketingblueprint.com PPC Lead Breakdown Bad quality and poor engagement
  19. 19. www.contentmarketingblueprint.com Email Lead Breakdown Good quality but poor engagement.
  20. 20. www.contentmarketingblueprint.com Group suggestions CMB Lead Quality Report
  21. 21. www.contentmarketingblueprint.com Next Session: Thursday March 20th @3pm “Content Marketing Performance Review #2” Signup at: www.contentmarketingblueprint.com/2014-webinars
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