Know the right marketing attribution metrics to demonstrate success
In the last installment of our series of posts on modern marketing success, we discussed ways to collect and maintain quality data. And if you’ve followed the steps in our last three posts, you have the foundation for a successful demand generation program in place. Learn to generate “shout from the rooftop” revenue and properly attribute your success by tracking the right marketing attribution metrics from the start.
A key component to revenue growth is strong, relevant content that aligns with the personas and customer journeys you identified in the engagement planning phase of your own journey to becoming a modern marketer.
With content in hand, use your marketing technology and data intelligence to personalize and scale your message delivery to the right people at the right time.
The sky’s the limit for one solar company.
Televerde’s content and campaign development teams worked with the subject matter experts and branding team at San Jose, California-based SunPower to develop two content-rich campaigns—one for cold prospects that needed the basics and another for those who needed to get unstuck from a purchase objection.
Below is a snapshot of the different prospect tracks and the content that supported them:
The campaign was recognized as a Markie Award finalist in the category of Best Email, but more importantly, it got great results: 251 deals closed and $6.2 million in revenue generated.
Attribute your revenue so you can repeat what works.
As revenue starts to roll in, you need to know which of your marketing activities are pulling it in. The specific metrics modern marketers use to demonstrate success depend on established goals and campaign mechanics, and are typically broken out by source, such as digital, outbound calling, and inbound calls.
As you determine your own, be sure to think beyond typical marketing or channel engagement metrics (email, PPC, click through, etc.) and consider metrics that measure and report on the progress toward closing a sale:
- Number of marketing qualified leads (MQL)
- Number of sales accepted leads (SAL)
- MQL-to-SAL conversion rate (%)
- SAL pipeline value ($)
- Number of sales qualified leads (SQL)
- SAL-to-SQL conversion rate (%)
- SQL pipeline value ($)
- Number of closed/won deals
- SQL-to-closed/won conversion rate (%)
- Closed/won value ($)
- Average sales price ($)
- Average sales cycle (days)
Add a human touch with inside sales.
In the next post in this series, we’ll show you how modern marketers use inside sales. If you need to know this now, download our comprehensive eBook—Your Step-by-Step Guide to Becoming a Modern Marketer.
What engagement metrics should you report on? Find out here. Click To Tweet