MOF_eBOOK_RD01

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If you’re like many marketers, you might wonder how to evaluate success at this stage. The only quality metric that can accurately judge you at this point is the conversion rate from the MQL stage. By examining the number of MQLs that turn into SALs, you’ll understand how on target your efforts have been. Evaluating the marketingsourced pipeline is also useful under some circumstances. Again, SALs are a process of checks and balances. By reinforcing targeted messaging and strengthening sales’ ability to close, this is a stage of the funnel where the desired result is possibility. 28 CHAPTER 04 Checks and Balances SALES ACCEPTED LEADS monstersoffunnel.com
Chapter 05 Building Trust by Jon Miller | CoFounder and CEO | Engagio You might measure the buyer’s journey in numbers and benchmarks, but the essence of the funnel is psychological. This is especially true near the end, when leads reach the stage of being qualified by sales. At this point, you’ve successfully captured and held their attention and evaluated their fitness. Yet in many ways the most critical quest of all is yet to come: the building of trust. Many marketers would like to stay involved at this stage – but this is precisely when most of us lose visibility, making it one of the most difficult buckets to measure. 29 CHAPTER 05 Building Trust SALES QUALIFIED LEADS 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: Jay Gaines, SiriusDecisions’ Grou
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 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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