The Definitive Guide to Lead Generation

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CHAPTER THIRTEEN: METRICS MARKETING’S CONTRIBUTION TO REVENUE To prove marketing’s contribution to revenue, you need to know how much pipeline you are directly creating, and where leads sit in the revenue cycle at any given time. Revenue Cycle Modeler At Marketo, we look at these important metrics in our Revenue Cycle Modeler, as shown below. The green line represents our sales funnel, where individuals start as anonymous leads, eventually becoming customers. Digging deeper, our charts show us exactly what’s happening in each stage—how many leads are in each stage, how much time leads spend there, conversion rates, and so on. We can also see how those values are trending over time. Marketo Revenue Cycle Modeler Marketo Revenue Cycle Analytics Deep Dive 148
CHAPTER THIRTEEN: METRICS MARKETING’S CONTRIBUTION TO REVENUE If you are able to dig deep into your data, you can determine how many opportunities you generated during any given period, and forecast what you will generate in subsequent periods. Next, you can cross check to see how you are actually doing when compared to your opportunity quota. Here is one way to present the information. Marketing Forecast -4 -3 -2 -1 CUR +1 +2 +3 Commit 244 254 263 263 273 282 295 302 Target 257 266 276 286 292 302 311 321 -4 257 266 276 286 – – – – -3 – 273 276 270 276 – – – -2 – – 305 276 276 289 – – Previous Month – – – 276 282 302 311 – Current Month – – – – 294 305 315 331 Commit Target Forcast Actual Marketing forecasting
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TABLE OF CONTENTS 03 04 07 11 19 20
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER THREE: DEFINING A LEAD WHAT
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CHAPTER THREE: DEFINING A LEAD WHAT
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ASK THE EXPERTS: WHAT IS A LEAD? Q&
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CHAPTER THREE: DEFINING A LEAD MAPP
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CHAPTER FOUR: CONTENT MARKETING
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CHAPTER FOUR: CONTENT MARKETING WHY
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ASK THE EXPERTS: CONTENT MARKETING
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CHAPTER FOUR: CONTENT MARKETING THE
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CHAPTER FOUR: CONTENT MARKETING VIS
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CHAPTER FOUR: CONTENT MARKETING COM
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CHAPTER FIVE: WEBSITE AND SEO WEBSI
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CHAPTER FIVE: WEBSITE AND SEO CHECK
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CHAPTER FIVE: WEBSITE AND SEO SEARC
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CHAPTER FIVE: WEBSITE AND SEO AUTHE
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CHAPTER FIVE: WEBSITE AND SEO KEYWO
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CHAPTER FIVE: WEBSITE AND SEO ON-PA
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CHAPTER FIVE: WEBSITE AND SEO THE P
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CHAPTER SIX: LANDING PAGES
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SEVEN: SOCIAL MEDIA AND LEA
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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CHAPTER EIGHT: EMAIL MARKETING MAIN
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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Page 100 and 101: CHAPTER NINE: PAID PROGRAMS PAY-PER
Page 102 and 103: CHAPTER NINE: PAID PROGRAMS CONTENT
Page 104 and 105: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 106 and 107: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 108 and 109: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 110 and 111: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 112 and 113: CHAPTER NINE: PAID PROGRAMS EVENT P
Page 114 and 115: CHAPTER TEN: TELEPHONE-BASED LEAD G
Page 120 and 121: CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
Page 132 and 133: PART THREE: OPTIMIZE AND MEASURE YO
Page 134 and 135: CHAPTER TWELVE: TESTING AND OPTIMIZ
Page 140 and 141: CHAPTER THIRTEEN: METRICS
Page 142 and 143: CHAPTER THIRTEEN: METRICS METRICS P
Page 144 and 145: CHAPTER THIRTEEN: METRICS OPPORTUNI
Page 146 and 147: CHAPTER THIRTEEN: METRICS FIRST-TOU
Page 150 and 151: CHAPTER THIRTEEN: METRICS FOCUS ON
Page 152 and 153: CHAPTER FOURTEEN: LEAD GENERATION T
Page 154 and 155: CHAPTER FOURTEEN: LEAD GENERATION T
Page 156 and 157: CONCLUSION LEAD THE WAY! We know th
Page 158 and 159: APPENDIX Marketing Automation PPC S
Page 160: DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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