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  • 1. www.contentmarketingblueprint.com CMB partner office hours “Buyer Personas” Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  • 2. www.contentmarketingblueprint.com Max Traylor VP Business Development Content Marketer’s Blueprint +MaxTraylor
  • 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. 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. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  • 6. www.contentmarketingblueprint.com Today’s Question How can I report on the “quality” of leads to my clients?
  • 7. www.contentmarketingblueprint.com Lead “quality” based on the buyer’s journey.
  • 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. www.contentmarketingblueprint.com C-Level Reporting : Customers vs Cost
  • 10. www.contentmarketingblueprint.com C-Level Reporting : Where are the best leads coming from?
  • 11. www.contentmarketingblueprint.com Fill in monthly marketing costs Calculate ROI for the C-Level
  • 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. www.contentmarketingblueprint.com Lead Quality Score Example
  • 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. www.contentmarketingblueprint.com Lead Engagement Example
  • 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. www.contentmarketingblueprint.com Social Media Lead Breakdown Bad quality and poor engagement.
  • 18. www.contentmarketingblueprint.com PPC Lead Breakdown Bad quality and poor engagement
  • 19. www.contentmarketingblueprint.com Email Lead Breakdown Good quality but poor engagement.
  • 20. www.contentmarketingblueprint.com Group suggestions CMB Lead Quality Report
  • 21. www.contentmarketingblueprint.com Next Session: Thursday March 20th @3pm “Content Marketing Performance Review #2” Signup at: www.contentmarketingblueprint.com/2014-webinars