When it comes to reporting, content marketers need to understand the quality of leads they are attracting with their website. By quality, I mean the probability that a lead will close into a sale.

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CMB partner office hours
“Buyer Personas”
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Max Traylor
VP Business Development
Content Marketer’s Blueprint
+MaxTraylor

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What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s
Blueprint.
Join the Conversation
@CMBlueprint
or
+ContentMarketersBlueprint

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Today’s Schedule
15 minutes: Lead quality presentation
5 minutes: Demo of new lead quality report
20 minutes: Suggestions/requests for the lead quality report

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question
How can I report on the “quality” of leads to my
clients?

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Lead “quality” based on the
buyer’s journey.

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Reporting on Lead Quality
 C-Level
Interested in new customers
and the costs of acquiring
them.
What is my ROI (customers vs
cost)?
Where are the best leads
coming from?
What are the relative costs of
those sources of leads?
 Marketer
Needs to make data driven
investments to improve
ROI
Why are some
investments working and
others are not?
How can I improve
results?

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C-Level Reporting : Customers
vs Cost

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C-Level Reporting : Where are
the best leads coming from?

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Fill in monthly
marketing costs
Calculate ROI for the C-Level

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Quick reference metric for
“quality of leads”
Lead Quality Score = 1(%marketing qualified leads) +
2(%sales qualified leads) + 10(%customers)
Assumptions
MQL  SQL = 50%
SQL  Customer = 20%
If customer is worth $1,000 – an SQL is worth $200 and an
MQL is worth $100

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Lead Quality Score Example

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Marketer Reporting : Why are
some investments working and
others are not?
High Quality & Not-Engaged
Attracting the right buyers.
Buyer’s find your content helpful.
Organized in a way that facilitates a sale.
Low Quality & Not-Engaged
Attracting the right buyers.
Buyer’s find your content helpful.
Organized in a way that facilitates a sale.
High Quality & Engaged
Attracting the right buyers.
Buyer’s find your content helpful.
Organized in a way that facilitates a sale.
Low Quality & Engaged
Attracting the right buyers.
Buyer’s find your content helpful.
Organized in a way that facilitates a sale.

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Lead Engagement Example

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Marketers : Data driven
investments
#1: Invest in activities that generate the best quality lead
 What activities boost organic traffic? Referral traffic?
Social media traffic? Email traffic?
#2 : Identify and correct gaps in activity that generate poor
quality leads / engagement.
Where are social leads getting stuck? How can I fill the gaps
in the sales process?

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Social Media Lead Breakdown
Bad quality and poor engagement.

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PPC Lead Breakdown
Bad quality and poor engagement

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Email Lead Breakdown
Good quality but poor engagement.

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Group suggestions CMB Lead
Quality Report

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Next Session:
Thursday March 20th
@3pm
“Content Marketing Performance Review #2”
Signup at: www.contentmarketingblueprint.com/2014-webinars