Email marketing consistently scores as one of the most effective marketing tactics. But with all the marketing noise out there, it’s sometimes hard to get prospects to stop and read your emails. This is particularly true when you are contacting them by email for the first time. At this delicate stage in your relationship, it’s […]
Last week, we made an embarrassing email marketing mistake. We had just migrated to a new email service provider and were sending out an email about our upcoming webcast Feeding the Content Beast in the Real World. We ran into a little problem with the salutation code. Phil contacted technical support. After looking into it, […]
How Can I Be Sure I’m Delivering Relevant Content to Leads? During a discussion in the LinkedIn B2B Technology Marketing Community, a group member asked, “How do you distinguish appropriate content for a marketing qualified lead (MQL) from a sales qualified lead (SQL)?” In my opinion, that question is company-centric, when the marketer should be more customer-centric. Content […]
We recently published B2B conversion rates on our website, and you can find the information here. In addition, we’ve provided a free lead calculator for you to run the numbers based on your own conversion assumptions.
We see most marketing departments tracking conversion strictly from new leads to sales. In reality, leads should pass through multiple stages, and conversion rates at each stage should be tracked to measure the effectiveness of marketing and pre-sales activities.