Скачать или смотреть How to Set B2B Digital Marketing Goals and Objectives

Learn the secrets on setting obtainable B2B Digital Marketing Goals and Objectives. As Yogi Berra famously said, “If you don’t know where you are going, you’ll end up someplace else.”

Everything is trackable in the world of digital marketing. As a result, many marketers end up with way more data points than necessary to drive their campaigns forward, essentially muddying the water. Your Lead Funnel will need to focus on just a handful of important goals and Key Performance Indicators (KPIs) if you intend to hit targets that are beneficial for your business.

What is an Marketing Qualified Lead (MQL)? What is a Sales Qualified Lead (SQL) Ask 10 B2B marketers what’s the difference between an MQL and an SQL, and you’ll get 10 different answers. For the purpose of building your lead funnel, we will use the following definitions:

MQL - Not all opt-ins are MQLs. An MQL is someone who has opted-in to receive your marketing messages and is aligned with your target audience.

SQL - An SQL is an MQL that has requested to engage with a salesperson, indicating that they are ready to begin a sales process with your company. This typically would include requesting a demo, a consultation, calling into your 800# to speak to an expert, etc.

Learn the difference between goals and KPIs
Goals: Measurable elements of the B2B Lead Funnel Framework. Think of these as your destination.

KPIs: Key Performance Indicators that offer feedback to help gauge if your campaign is moving in the right direction.