Pulling Back The Curtain On Marketing Metrics: 4 Pros Tell-All
Delivering high-quality leads was marketers’ biggest challenge over the last year, according to Demandwave’s 2017 State of B2B Marketing Report, As we move into 2018, how will you ensure your leads are actually qualified a.k.a. ready to have a conversation with sales? The key lies in marketing metrics.
We have access to more customer data than ever before; however, what separates the good marketers from the great marketers is the insights they choose to focus on. We asked Masha Finkelstein, Director of Demand Generation at Betterworks, Joel Parent, VP Business Development at Icuc.social, Michele Studhalter, Marketing Specialist at Igloo Software, and Edwin van Riessen, Director of Demand Generation at Deluxe Corporation what they’re doing to stay ahead of the curve when it comes to identifying high quality leads. Here’s what these forward-thinking marketers had to say:
What’s wrong with using marketing metrics like clicks and form fills to measure your success?
Masha: “Using clicks and form fills doesn’t get to the ROI part of the equation. If you put a cute puppy on an ad you’ll get lots of clicks, but they won’t make it anywhere close to pipeline.”
Michele: “Clicks and form fills only tell one part of the story. Being able to differentiate the person who spent 5 seconds glazing over the first page of a whitepaper from the person who spent 30 minutes watching an entire webinar leads to deeper insights and qualification. The more you know about your buyer the better you as a marketer can tailor their journey, increasing your likelihood of converting that lead.”
Clicks and form fills only tell one part of the story.The more you know about your buyer the better you as a marketer can tailor their journey, increasing your likelihood of converting that lead.
What are the benefits of measuring content consumption instead of other marketing metrics?
Masha: “We implement the content consumption metrics into our lead scoring – it’s an early indicator of leads that are more engaged and interested in your products and thought leadership.”
Consumption metrics are an early indicator of leads that are more engaged and interested.
Joel: “It’s all directional. What works better than something else? What headlines, content, designs get more attention? What content helps motivate someone to convert? Does one type of content translate into more or less relevant prospects?”
Why did you decide to start measuring content consumption instead of or in addition to other marketing metrics?
Joel: “It helps tell the *WHOLE* story. Turning prospects into paying customers is a messy, convoluted, organic and inconsistent journey. Anything that can help provide an advantage along this journey is a worthwhile effort. Consumption patterns help provide an X-ray view of what is actually going on.”
How do you make content consumption part of your lead scoring or other qualification processes?
Joel: “That’s a work in progress – with disparate systems responsible for content delivery, marketing automation and CRM it can be quite challenging connecting all the dots. But first we really needed some means of featuring content collections with built-in consumption measurement tools, and tools like PathFactory has enabled us to edge closer to our ultimate content marketing goals.”
Masha: “We add extra points to leads that review three or more content pieces at a time. We also surface the information around which content topics the leads were mainly interested into sales so they are more prepared when they do qualification calls.”
Curious to learn more about the new data set revolutionizing marketing strategies and how you can get started? Read our eBook: Why You Can’t Afford To Continue Measuring Marketing The Same Way.