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B2B Marketers’ Shift From MQLs To Revenue Requires A Top-Funnel Makeover

1Scott VaughanA growing number of CMOs are shifting their demand marketers’ focus. Simply generating MQLs (marketing qualified leads) is no longer enough. B2B marketing executives are now emphasizing down-funnel efforts that convert prospects to new customers and cross- or up-sell solutions to current customers. And, to be clear, these are not marketing technology vendors with the marketing-driven revenue slogans we have heard for the last several years. This mandate is coming directly from the C-suite.

Measuring Marketing Performance To Enhance Future Campaigns

When it comes to measuring marketing performance, multiple layers come into play. Some actions are deemed easy to measure, such as click-through rates on email campaigns or the number of followers on social media, but these metrics don’t dive into the impact marketing activities have on a business’ bottom line. Companies such as Mongo DB are not only measuring marketing performance on a larger scale, but also on a content engagement level, to help determine this impact and enhance future performance.

Why Demand Generation Shouldn’t Be Focused On Marketing Qualified Leads

ABN_-_Headshot_-_22_AUG_2011-150wBy Adam B. Needles, Author, “Balancing the Demand Equation”

We're at a crossroads in modern B2B demand generation.

Fifty-eight percent (58%) of marketing automation adopters cite “generate more leads” as a key motivator, according to Gleanster. Similarly, 78% of B2B marketers report “generating high quality leads” as their greatest B2B marketing challenge in MarketingSherpa’s 2011 B2B Marketing Benchmark Report.

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