In the end, your B2B content marketing KPI is one metric: increasing revenues at an acceptable cost. So your focus needs to be on the conversion of people from unknow audiences to loyal customers. In between these two extremes, there is a broad spectrum of stages or steps measured by a range of B2B marketing KPIs – from likes to subscriptions, followers, leads and prospects. So to measure theRead more
LinkedIn Lead Generation Forms (or Lead Gen Forms) are a great way to generate marketing qualified leads on LinkedIn. As LinkedIn will pre-fill the form, there is a really low barrier for LinkedIn users to become your leads. Essentially, LinkedIn Lead Gen Forms add a call-to-action to your sponsored content ads, asking users to sign-up, download your eBook, or whatever action you’re targeting. When users click your call-to-action they’llRead more
To determine the sales readiness of leads, Manceppo offers lead scoring functionality on both behavior and profile criteria. Lead scoring is a way to measure the likeliness of a commercial opportunity for a potential customer. The lead scoring features in Manceppo include: Demographic (or explicit) scores based on specific profile characteristics that are generally available. Think of insight about buying authority, position or company size. Activity (or implicit) scoresRead more
A practical lead conversion guide The definition of a lead is a common area of disagreement between marketing and sales. Marketing is often focussed on generating relevant response based on interest in a certain topic. But the sales team is only interested in those leads that are ready to talk business. To align marketing and sales in terms of lead generation we therefore need to look at the differentRead more
Which leads from your last campaign are valuable and which ones aren’t? To determine the sales readiness of leads, marketers increasingly use lead scoring functionality in their marketing automation system. Lead scoring is a way to measure the likeliness of a commercial opportunity for a potential customer. The lead score helps determine the next best step such as transferring a lead to the sales department or triggering a certainRead more