OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 3y
We track our spend and pipeline influence (multi-touch pipeline attribution by marketing activity) and by marketing channel to determine the pipeline ROI. We can then extrapolate bookings ROI by applying our win rate to understand which marketing channels are most effective in generating pipeline and revenue for the company.
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 1y
Given the complexity of the B2B buying cycle, this is not an easy question to answer. Each lead source has a role to play in the buyer's journey and it is important to track the lead source with the right lens. Below is a five-step process that has worked well for me. Define a baseline, track and monitor channel metrics, funnel metrics, and ROI of your paid media channels. Paid Search and Paid Social Channel metrics: Ad CTR Landing page conversion rate CPL Funnel metrics: MQLs MQL con ...Read More
Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y
It depends entirely on your marketing objectives. If your primary goal is lead generation, then lead volume is a key metric. You'd want to identify which channels are driving the highest volume of leads—perhaps it's Google Ads, YouTube, or a specific social media platform. However, volume alone isn't enough. The next critical question is which of those channels are delivering the most valuable leads, meaning the ones that ultimately convert into users or paying customers. If your focus is more o ...Read More
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
The first step in ranking demand generation lead sources is understanding what success looks like. What KPIs are you using to evaluate the channel (e.g., conversion rate)? Once you have established how you will measure success, I recommend setting up tracking and reporting to support ongoing analysis. This is not a “set it and forget it” process. You should constantly evaluate performance and shift the budget allocation accordingly based on what’s working and what is not working. Furthermore, yo ...Read More
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