All posts tagged Reporting

Metrics that Matter: Pipeline Conversion Rates

by JFung on January 9, 2012 in Marketing Automation with No comments
pipelines

Choosing the right metrics to monitor marketing and sales performance is one of the most important ways to improve campaign executions as they are associated with pushing potential buyers through the sales pipeline at more effective, more efficient and much quicker rates.

Sophisticated marketers know that by working within one of the richest metric pools – the sales funnel, they can better assess campaign performance and relate it to each stage of the buying cycle in an effort to improve inquiry numbers, qualified, sales-ready leads and overall won business and revenue goals.

Continue reading →

Metrics that Matter: Marketing ROI

by JFung on January 6, 2012 in B2B Best Practices, Marketing Automation with No comments
metricsmatters2

The need to measure campaigns and activities prior to, during and after campaign execution to improve overall sales and marketing performance is a growing pressure for marketers, and the main reason for this is due to the growing number of buyers moving in and out of the sales funnel.

Marketing is experiencing pressure to meet revenue goals and this is attributed to significant changes in the B2B environment:

Continue reading →

How to Use Pay-Per-Click Advertising

by JFung on August 26, 2011 in Other with No comments

Selling online is not the same as selling in a brick and mortar location. When we set up shop in the real world we usually have an instant audience – they simply walk by our store and enter if they feel like it. To sell online, however, it takes the effort of driving traffic and attracting customers to our websites and landing pages.

There are many ways to attract traffic to our websites and most of these methods require a considerable cost and time investment. If you want your website to generate sales, one of the most effective ways to use internet marketing to meet this goal is done through the process of Pay-Per-Click (PPC) advertising.

Continue reading →

Why Unsubscribe Reporting Is Like An Iceberg

by Mike MacFarlane on July 21, 2010 in Email Marketing, Other with No comments

Why Unsubscribes Are Like An IcebergOne of the most important email statistics that you can look at is your unsubscribe rate from an email campaign.  At a high level, unsubscribes can often times validate if your campaign hit the nail on the head in terms of your or content and messaging…. or did it?

I like to compare unsubscribe reporting to an iceberg – 10% of your unsubscribe reporting is typically done by looking at the total number of unsubscribes from your campaign, but 90% of the reporting (what I believe to be the most important) is done by analyzing who unsubscribed.

For example, if you send out 10,000 emails and 100 people unsubscribe, you would have an unsubscribe rate of 1%.  However, if you drill into who those 1% of unsubscribes are and you notice that the majority of them are considered high value prospects in regards to industry or title job/role, your unsubscribe rate might not start to look so hot.

Here are a few ways that you monitor your email unsubscribes:

1. Setup a simple Eloqua dashboard – this dashboard could reference fields in your database such as Title, Industry, Lead Score or Lead Source in relation to those that are unsubscribing.

2. Ask why someone is unsubscribing – if you are utilizing a subscription management/preference center and someone chooses to opt out, offer them an option to explain why.  You will be surprised as to how many people will actually provide a reason.

As the GI Joe’s used to say – “Now you know… and knowing is half the battle”.