SmallBusinessNewz

• It is the quality of leads which every B2B marketer is after and measuring and scoring leads requires is a very sophisticated process. In this process analysts and marketers have to work together in order to extract the total number of leads, create a process for culling the spammy ones out, tie the leads back referring channels such as SEO or PPC, referring keywords, and finally, attempt to understand the visitors’ intent by looking at the content they viewed and the depth of their visit. Check out Marketo and their lead scoring system.

Sales Cycle

• As we all know most of our marketing revolves around the lengthy B2B sales cycle so its important to get an understanding of your own specific sales cycle. Having a solid grasp of your sales cycle allows you to be a smarter marketer, in that you know when to send out marketing to lure new prospects, when to nurture those prospects and how to eventually close them. During this sales cycle you will be using different advertising mediums so leveraging tools like SiteCatalyst or Coremetrics will be useful in attributing ROI across the sales cycle.

Optimizing your content

• Optimization of content is not strictly about SEO it’s about providing the content and collateral users need in a format that makes sense to them. It’s also about testing different blocks of content with A/B or Multivariate testing so that you can offer the richest user experience for your visitors. Tools you can leverage include Google's website optimizer, Omniture's Test & Target framework or the services of WideMile (specialists in Multivariate testing).

Rates and Funnels

• Conversion rates and funnels go hand in hand. Being able to identify drivers to your conversion process is a good place to start because assigning your budgets to the right drivers will lead to larger number of potential conversions. Next you want to look at the rest of your conversion path, specifically the navigation and web pages which lead up to the eventual conversion. Most analytics systems come standard with conversion funnel reports which indicate where in the process your visitors are dropping off at. Lastly, take your conversion rates and segment by the previous findings such as drivers and your conversion path in order to pinpoint barriers in addition to areas for most improvement.

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