The formula for calculating lead quality from content marketing investments
Post on 13-May-2015
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www.contentmarketingblueprint.com
CMB partner office hours
“Buyer Personas”Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com
Max TraylorVP 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 services using the Content Marketer’s Blueprint.
Join the Conversation@CMBlueprint
or +ContentMarketersBlueprint
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Today’s Schedule15 minutes: Lead quality presentation
5 minutes: Demo of new lead quality report20 minutes: Suggestions/requests for the lead quality report
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After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
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Today’s QuestionHow can I report on the “quality” of leads to
my clients?
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Lead “quality” based on the buyer’s journey.
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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?
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C-Level Reporting : Customers vs Cost
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C-Level Reporting : Where are the best leads coming
from?
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Fill in monthly marketing costs
Calculate ROI for the C-Level
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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
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Lead Quality Score Example
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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.
www.contentmarketingblueprint.com
Lead Engagement Example
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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?
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Social Media Lead Breakdown
Bad quality and poor engagement.
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PPC Lead Breakdown
Bad quality and poor engagement
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Email Lead Breakdown
Good quality but poor engagement.
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Group suggestions CMB Lead Quality Report
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Next Session: Thursday March 20th @3pm“Content Marketing Performance Review #2”
Signup at: www.contentmarketingblueprint.com/2014-webinars
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