Monitor marketing-qualified leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 19, 2021, 4:19 PM UTC

Marketing-qualified leads can help brands identify the audience actually interested in buying.

A Content Marketing Institute report found that nearly half of marketers do not track the number of marketing-qualified leads generated from their content marketing efforts. In contrast, many marketers rely on broader metrics like general leads and new contacts to determine their content’s success.

Measuring and monitoring marketing-qualified leads can help marketers focus only on buyers that have a genuine interest in purchasing a product or service. To enhance their marketing campaign effectiveness, companies should regularly monitor the number and percentage of marketing-qualified leads that turn into sales calls.

In case the number of marketing-qualified leads turning into sales call is low, marketers need to improve their lead-nurturing processes. They should revamp their email sequences and frequencies or rethink their lead scoring approach to drive better leads. 

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