MOF_eBOOK_RD01

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closing the set The Funnel as a revenue engine One of marketing automation’s top benefits, of course, is measurement - yet this is clearly still a minefield for marketers who aren’t sure of what metrics are meaningful. The tendency to focus too much on new net leads or attempt to measure every component of every asset and strategy has led many teams to pour significant time into insignificant results. The smarter approach is mapping metrics to revenue while looking for the true state of lead generation, scoring and conversion success – particularly with benchmarks that contextualize results, identify buyer sources and evaluate performance. Sun Tzu said, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Intelligent funnel management improves both. It’s important to understand that the strategies and tactics that do work will change over time; in the mercurial landscape that is marketing, ROI is a moving target. But by staying creative, educated and nimble, teams can enjoy the advantages of advanced technology, acquire clearer predictive powers, and discover the real road to higher revenue. 44 CLOSING THE SET THE FUNNEL AS A REVENUE ENGINE monstersoffunnel.com
MARKETING TO THE BEAT OF A NEW DRUM To learn more about the band, visit monstersoffunnel.com.
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5 and 6: opening act The Funnel Today and To
Page 7 and 8: The classic portal for funnel entry
Page 9 and 10: content reality check. is what you
Page 11 and 12: designing the content ecosystem In
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23 and 24: Marketing qualified leads can be on
Page 25 and 26: This is, after all, the stage where
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31 and 32: From relationship to revenue As sop
Page 33 and 34: Unfortunately, the one-dimensional
Page 35 and 36: So let’s talk about how we explai
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43: closing the set The Funnel as a rev

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