Are you trying to figure out how your leads or Marketing Qualified Leads (MQLs) fit into an account-based strategy? You’re not alone – it’s one of the questions I hear most often. Many marketers believe that making the switch to ABM means they have to sacrifice all of the traditional marketing metrics they’ve become accustomed … Continue reading How Leads Fit Into Account-Based Marketing
B2B
The New B2B Marketing Method & Measurement
When people hear the acronym “ABM” or the term “Account Based Marketing”, they are either instantly energized and excited by a business practice they wholly believe in, or they recoil from the prospect of disrupting their tried and true lead generation practice. On the other hand, industry pioneers, evangelists, and advocates preach that B2B businesses … Continue reading The New B2B Marketing Method & Measurement
6 Tips for Approaching the Revenue Attribution Discussion
During consulting engagements, I encourage the use of testing and measurement to identify marketing campaigns that drive revenue and profit. Clients often protest, stating that this is something they can’t accurately measure. For B2B clients, the concern often centers on revenue attribution as a percentage of the sale. What percentage of a sale is due … Continue reading 6 Tips for Approaching the Revenue Attribution Discussion
Best Practice Farm 