Marketing's New Metrics - Pardot Users ConferencePresentation Transcript
Background on DGR/DCS
Launched in April 2007 to track best practices in lead generation, lead management
Newsletter has grown to more than 24,000 readers
We also offer a menu of research and best practices reports
Launched in 2009 to help BtoB marketers “map content to different phases of buying cycle” • Content That Connects Buyers & Sellers • Converts Leads To Opportunities • Leads To Closed Business www. DemandCreationSpecialists .com
Measurement = Visibility “ Where my dashboard may have been ‘opportunity to close’ in the past, now it has backed up to the earlier stages of the prospect cycle. Now I’m analyzing everything from a prospect: What’s the right message ? What tactics can I use to get them in into my pipeline?”
Scientific Approach to Demand “ We’re seeing scientific, mathematical equations being applied to determine how to match sales capacity with market demand . Prior to the recession, there wasn’t a lot of science placed on this area. Since demand was strong, the thinking was ‘let’s throw bodies at it and we’ll get our fair share.’ That’s not happening now.” --Greg Alexander, CEO, Sales Benchmark Index (SBI)
Quantitatively track marketing and sales funnel (shared)
Understand costs that drive leads to each stage
Reduce cost per sale by prioritizing marketing and sales resources
Engage with prospects digitally and gain intelligence about message effectiveness, market opportunities
New Priorities for the Pipeline
2 Views of Engagement
The Buyer’s View
Only 10% of recent buyers said they were contacted cold by the solution provider they chose
35% were attributed to cold call from sales was the initial engagement in recent customer wins
50% responded to marketing campaign or website visit
Fumbling The Handoff Recent research from the Sales Lead Management Association (SLMA) found 58% of BtoB marketers do not qualify inquiries prior to lead distribution.
Develop a Simple Scoring System
Need to Prioritize Leads
Focus on “In Profile” leads
Incorporate both activity and demographic factors
Moving Beyond Activity-Based Measures
Defining The Funnel or Waterfall
Next Gen – Demand Gen
Marketing’s role evolving beyond the top of the funnel
Greater need for and emphasis on lead nurturing and lead acceleration
Migrating From Lead Generation To Revenue Generation
Which Measures Matter?
Which Measures Matter?
Inquiry to MQL: 5%
MQL to SAL: 60%
SAL to SQL: 55%
Opportunity to Deal: 25%
Marketing’s New Metrics
Marketing Sourced Leads
Engaged through marketing, qualified by marketing, accelerated to close by marketing
Marketing Influenced Leads
Nurture campaigns help to re-engage
Maintain content during buying cycle
Categories of Contribution
Last Touch Attribution
Implement a lead tracking system .
Track leads not only based on their source but also disposition.
Conduct win/loss analysis
Questions to ask:
Did leads convert to sales?
What was the conversion percentage ?
What was the conversion timeframe?
Freshness Dates for Your Leads
Consider the “age” of the leads in your database
Put emphasis on “net new” leads
Plan append or refresh programs for your contact database
Need for Nurturing
Less than 10% of leads convert to closed business
Typically means that 90% of leads “leak” out of your funnel
Marketing should be engaged at all phases of funnel
Thank You The Scorecard for Sales & Marketing Automation www.DemandGenReport.com Content that Connects Buyers & Sellers www.DemandCreationSpecialists.com