B2B SaaS
Marketing-sourced qualified pipeline increased 68%
- Cost per qualified opportunity declined 31%
- Sales acceptance of marketing-generated opportunities increased from 42% to 71%
Results
Marketing should eventually show up somewhere other than the marketing report.
The point is not impressions. It is not MQLs. It is not producing more things.
The point is improving the commercial performance of the business.
Business outcomes
Pipeline + conversion
Fintech & Payments
Qualified enterprise opportunities increased 54%
- Website conversion from high-intent traffic improved 41%
- Partner-referred pipeline increased 36%
Private Equity
Marketing-generated qualified opportunities increased 73%
- Existing vendor spend was reduced 19%
- Lead response time declined from more than two business days to under four hours
Business outcomes
Acquisition + efficiency
Industrial & Manufacturing
Qualified website inquiries increased 112%
- Organic traffic to commercial-intent pages increased 84%
- Trade-show follow-up conversion increased 39%
Multi-Location Businesses
Cost per qualified lead declined 26%
- Lead-to-opportunity conversion improved 21%
- Duplicate marketing technology costs were reduced by 17%
Healthcare & Health Services
Qualified inbound inquiries increased 47%
- Cost per acquired inquiry declined 23%
- Local organic discovery increased 38%
Business outcomes
Growth that holds up
Professional Services
Non-referral qualified opportunities increased 89%
- Organic qualified traffic increased 62%
- 34% of new pipeline originated from marketing channels that previously produced almost none
Consumer & E-commerce
Blended CAC declined 24%
- 90-day repeat purchase rate increased 19%
- Contribution margin from paid acquisition improved 32%
The scorecard
What gets measured depends on the business.
Revenue and qualified pipeline
Acquisition economics and CAC
Conversion and sales velocity
Retention and expansion
Market penetration and partner productivity
Measurement, reporting and organizational capability