Without a defined lead qualification (LQ) process, you will have seen your team wasting time and effort chasing poor quality leads. Research has shown that 28% of all leads are handed off to sales without any lead qualification…. at all.
Almost everything in inbound marketing can be measured, so why focus on conversion rates? Cost per conversion seems more useful when identifying lead generation channels that deliver ROI, and cost per acquisition is much better for determining the overall cost-effectiveness of a particular strategy....
The thing about inbound is that it is quite a complex machine, and its potential to produce better leads at a much higher ROI than other channels comes at a cost: adopters need a wide range of skills (some very specialised) to make an inbound campaign work.
You only have so much time, energy and budget, and if you want to ensure the highest ROI from your sales strategies, you have to be more than just effective; you have to be efficient.
Since inbound marketing has become prevalent in the B2B sector, there’s been plenty of discourse around the inbound vs. outbound debate. Inbound marketing has, by some people, been revered as the silver bullet to combat growing resistance to generic and one-size-fits-all marketing messages.
Marketing ROI is tied directly to message relevance. Consumers have no time for messages that are of no significance to them, and marketers can achieve higher engagement rates only by making their messages more relevant.
