The way you communicate with and measure leads that have a contract in hand vs. leads that have downloaded an eBook should be much different. Once you have your lifecycle stages defined, you can then measure how many leads of each type you have and the conversion rates associated with them. This is where we start to tie in revenue generated from marketing to help display quality that’s associated with the leads being generated. Exceeding lead quantity goals is fine, but not nearly as good as seeing monthly recurring revenue per SQL trending upward for your business.
Key Takeaways:
- Every B2B company is unique. More often than not, your funnel is unique too, making it extra important to clearly define the lifecycle stages of your leads
- The way you communicate with and measure leads that have a contract in hand vs. leads that have downloaded an eBook should be much different
- Once you have your lifecycle stages defined, you can then measure how many leads of each type you have and the conversion rates associated with them.
“When defining your lifecycle stages, make sure they’re documented, known by all stakeholders and consistent. Once you have your lifecycle stages defined, you can then measure how many leads of each type you have and the conversion rates associated with them.”
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