Before talking about the metrics to observe to understand the readiness status of an MQL, it is important to make a premise. We must remember that each user who comes into contact with us through one of our multiple touchpoints will have a different state of awareness with respect to his problem, to the alternative solutions that are on the market with respect to that problem and to our specific solution.
With this in mind, it is clear that not all MQLs will be immediately ready to be contacted by a salesperson but will have to follow a personalized nurturing path based, for example, on their interests or the sector they belong to.
Some of the KPIs to monitor with respect to these nurturing activities are:
number of emails sent ;
email open rate ;
click-through rate (CTR) of emails;
churn rate (abandonment rate);
contacts who entered the respective workflows and reached the goal;
engagement rate of users on the platform.
Once our MQL is quite engaged and “informed” enough (e.g. with a medium-high score), it will be important to proceed with a commercial contact via email or telephone (always remembering to have a consultative approach).
In this decision phase, the most important KPIs are the ratio between MQL and SQL (i.e. the percentage of appointments booked), the response rate and the rate of people who are not interested.
From Sales Qualified Lead to Opportunity to Won (sales management KPI)
The last mile, managed by the sales area, involves moving the lead from SQL to Opportunity and finally, if the deal is successfully closed, to Won.
Among the main performance indicators to observe list of telegram users in belgium at the end of the funnel there is certainly the ratio between SQL and Opportunity , i.e. the percentage of formal offers requested, and the ratio between Opportunity and WON, i.e. the percentage of sales on the total offers sent.
Obviously, based on the products/services offered, the structure and the company processes, the metrics to be observed in these phases may be multiple and therefore necessarily to be defined on a case-by-case basis.
Conclusions: which KPIs for B2B
As we have seen, the company KPIs connected to lead generation activities are multiple and often need to be monitored in a systemic and interconnected way.
Having full visibility of the funnel , keeping track of all the information, is often one of the biggest but at the same time crucial challenges to be able to give value to the investment made in the marketing area and analyze any problems in the sales process.
This will allow us, through the right attribution systems, to estimate the Customer Acquisition Cost (CAC), Sales Cycle Time, Life Time Value (LTV) and Churn Rate of each channel and lead generation campaign, thus giving us the opportunity to evaluate the effectiveness of our business model as a whole and in particular of our sales mechanism.
