Sales Leads
Sales Leads are Prospects who have been further qualified as either a Marketing Qualified Lead (MQL), or Sales Qualified Lead, or SQL.
Archive for October, 2010
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As the last step, press the “Calculate” Button. Return on Marketing Investment (ROMI) measures the payback and the attractiveness of the marketing investment. It’s calculated by dividing the incremental profit generated from a marketing campaign (gross profit of the incremental sales, minus the cost of the marketing campaign) by the cost of that marketing campaign.
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Another common financial ratio. Gross margin is “Revenue” minus the “Cost of Goods Sold”.
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This number is the net-present-value (NPV) of all the expected revenue from a customer over their lifetime as a customer.
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This annual expense primarily reflects the Sales Function costs of turning Marketing Qualified Leads (MQLs), into Sales Qualified Leads (SQLs), into Sales Opportunities, into customers.
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Move the interactive slider to select the percentage of prospects that are converted to customers. To become customers, prospects need to go through the intermediate stages of becoming a Marketing Qualified Lead (MQL), a Sales Qualified Lead (SQL), and a Sales Opportunity, before they finally become a customer. Best practice conversion rates for B2B companies from Prospect to Customer range from 7% to 10%.
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Your annual cost includes the licensing fees for demand generation or marketing automation software. For most mid-size B2B companies, annual software fees range from US $6000 to US $24,000, depending on the sophistication of the marketing automation solution.
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Move the interactive slider to select the percentage of engaged visitors that are converted to prospects. Prospects are visitors who have provided their contact and profile information through web forms — like name, email address, and their business need — usually in exchange for valuable content like whitepapers and webinars. In the process they convert from nameless, faceless visitors to identified prospects. Best-practice for B2B companies is a conversion rate of 10-20%.
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The annual cost to create the content needed to keep your target audience engaged, including content like webpages, blog posts, news-releases, whitepapers, videos, webinars.
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Move the interactive slider to select the percentage of your unique visitors who become “engaged” visitors, visiting and reviewing multiple pages on your website. Best-practice for B2B companies is a conversion rate of 40% to 60%.
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Now we enter the cost on an annual basis to drive this traffic to your site. Based on your annual spend on Search Engine Optimization (SEO), Pay-per-Click Advertising (PPC), or Social Media Marketing (SMM).
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We begin by calculating the cost of acquiring visitors to your site. Enter the number of unique visitors that you plan to attract to your website on an annual basis.
Understanding today’s B2B Buyer
Earlier this year, DemandGen Report conducted some interesting research on the today’s b2b buyer. The research focused on the buying characteristics of 100 business-to-business buyers who purchased a business solution within the last 12 months. I ran into Andrew Gaffney, the Publisher and Editor of DemandGen Report, at last month’s Pardot user conference in Atlanta. I really enjoyed his presentation and insights on the new online sales funnel. Here are some highlights from his survey:
Inbound Marketing Automation buzzes Atlanta
The first Pardot Marketing Automation conference was held this week in Atlanta, Georgia, Pardot’s home town. Among the insights we gleaned by attending are that a great analytics tool called GoodData has been built into Pardot’s Prospect Insight, and it promises to make it much easier to derive real insight into your Inbound Marketing Automation process.
Turns out that Toronto is a hotbed for Inbound Marketing Automation and an unusually large number of attendees were people we knew, had heard of, or have worked with already.
