1. Marketing hipster or hipster marketing: The new bleeding-edge marketer. One of the first terms I’ve made up for this blog post but that I like a lot. If you’re doing some of the activities I’ve described below, you are a marketing hipster.
2. Lead qualification: People (with headsets), automation (CRM and marketing automation – yes, marketing automation) and process dedicated to contacting leads and qualifying them before passing them to sales. If you actually generate leads, you should do this. (See every other post on the Funnelholic.com). People can build this process for you like @bridgegroupinc or Stu Silverman (SalesRamp), or you can outsource qualification (numerous folks, I can’t even mention). Look, this is “old school” stuff, but it works. I sell leads, and what we’ve seen from our data is that companies with lead-qualification (and lead-nurturing) processes convert better than anyone else and, ultimately, buy more leads.
3. Conversion rate: The rate at which a prospect advances in your marketing process. I included this because everyone assumes conversion rate means landing page conversion. That is not true. Conversion rates happen across the life of a lead: Traffic to registration conversion, registration to lead conversion, lead to opportunity conversion, opportunity to sale conversion. Conversions happen all day in your process (I hope). Track them and watch them.
4. Lead scoring: Seriously, make it simple: the process of determining which leads are better than others. Don’t make it bigger than that. Use data you have now to start – this isn’t hard, then use marketing automation to implement, optimize and refine. Scoring seems so daunting, but it really isn’t when you finally tear down what it really is. The humans in your “conversion chain” score all the time in their head: They call certain leads more than others because they know they will convert.
5. Conversion chain: I just made that up in the previous definition, so I figured I would make a definition. The conversion chain is your series of conversion points you track from the top (e.g., Google, white paper syndication) to close. That’s a cool term. If it catches on, you heard it here first.
6. Metrics: Numbers generated via reporting that tell you something about your current processes. Yes, it can be called reporting or just “numbers,” but remember you want to be a b2b marketing hipster, so use the word: metrics. Here’s a tip: Choose three metrics to look at every day. Look at the rest once a week. More.
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