3. www.contentmarketingblueprint.com
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
8. www.contentmarketingblueprint.com
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?
12. www.contentmarketingblueprint.com
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
14. www.contentmarketingblueprint.com
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.
16. www.contentmarketingblueprint.com
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?