The formula for calculating lead quality from content marketing investments

www.contentmarketingblueprint.com

CMB partner office hours

“Buyer Personas”Every Tuesday @3pm Eastern



Max TraylorVP Business Development

Content Marketer’s Blueprint

+MaxTraylor


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A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

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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


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s QuestionHow can I report on the “quality” of leads to

my clients?


Lead “quality” based on the buyer’s journey.


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?


C-Level Reporting : Customers vs Cost


C-Level Reporting : Where are the best leads coming

from?


Fill in monthly marketing costs

Calculate ROI for the C-Level


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


Lead Quality Score Example


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




High Quality & Engaged




Low Quality & Engaged





Lead Engagement Example


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?


Social Media Lead Breakdown

Bad quality and poor engagement.


PPC Lead Breakdown

Bad quality and poor engagement


Email Lead Breakdown

Good quality but poor engagement.


Group suggestions CMB Lead Quality Report


Next Session: Thursday March 20th @3pm“Content Marketing Performance Review #2”

Signup at: www.contentmarketingblueprint.com/2014-webinars

The formula for calculating lead quality from content marketing investments

Documents

best quality lead

lead quality presentation

high quality

low quality

lead quality clevel

poor quality leads engagement

lead quality score example

ppc lead breakdown bad