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