Reporting on content marketing results: Quality of Leads
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Transcript of Reporting on content marketing results: Quality of Leads
CMB Partner Office HoursToday’s Presentation: “Reporting
on Content Marketing Results”Every Tuesday & Thursday @3pm Eastern
Today’s Schedule15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
After the WebinarWebinar recording, slides and blog article
www.contentmarketingblueprint.com
Today’s QuestionHow to report on quality of leads for
clients?
Information Qualified◦ Recognizes a problem
Marketing Qualified◦ Considering solutions
Sales Qualified◦ Evaluating options
Opportunity◦ Ready to make a decision
Customer◦ Purchased
#1 Establish the buyer’s journey
#2 Report on Lead Quality Based on the Buyer’s Journey
Where are the biggest problem areas in this client’s online sales funnel?
#3 Identify the Source of the Highest Quality Leads
Continued…
Lead Quality = Probability of making a purchase.
*The Quality Score is a weighted proportion of how many leads are Marketing Qualified (Good)
and Sales Qualified (Better). The higher the proportion that are MQL or SQL, the higher your Q-
Score.
QScore = {2*(SQL/(all leads that aren't customers) + 1*(MQL/(all leads that aren't customers)}*100
#4 Establish a Standard Measurement for “Quality”
#5 Use Quality Score to Compare the Value of Traffic Sources
What traffic source produces the most valuable leads?
What traffic source is most valuable to the company overall?
#6 Close the Loop: Data Driven Decisions
Observations1. Organic Traffic = Highest
Quality Leads2. Referral Traffic is Under
Utilized
Recommendation3. Increase blogging
activity4. Increase guest blogging
and direct engagement with other thought leaders.
Results after Recommendation
3% increase in lead distribution from referral (guest blogging)
8% increase in lead distribution from organic (more/better content)
Next Session: Thursday January 9th @3pm
“Structuring Your Inbound Marketing Agency”Signup at:
www.contentmarketingblueprint.com/webinars