How do you handle lost sales opportunities? Does all the follow-up responsibility lie with Sales? Do you ever worry that sales that end in no decision (or aren’t ready to close right away) fall through the cracks because your sales team forgot to follow up? A 3-Year-Old Proposal One of our clients had an exciting thing happen recently. […]
Can a Mistake Have an ROI?
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, […]
Lead Qualification, the Buying Process and Content Marketing
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 […]
More detail on B2B Lead Conversion Rates
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.
B2B Lead Conversion Rates
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.
