reporting on content marketing results: quality of leads
DESCRIPTION
This presentation outlines the important aspects of "lead quality" that inbound and content marketing agencies should consider when reporting results to client's. This presentation takes place during the Content Marketer's Blueprint partner office hours on January 7th 2014.TRANSCRIPT
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