As a seasoned B2B marketer, you’re likely familiar with the challenges often presented when you try to work together with the sales team. As marketing qualified leads (MQLs) get handed over to B2B sales reps and converted into sales qualified leads (SQLs), both marketing and sales have a vested interest in generating and advancing leads who are truly qualified.
But what does “qualified” really mean? The short answer is that it varies from business to business—and the most effective way to figure out what it means for you is to work together with sales.
Our piece on How Marketers Should Define and Qualify Leads explains why getting MQL criteria right is so hard, plus how to work with sales to reverse-engineer your lead classification criteria.
How to track B2B marketing with UTM campaigns
It’s no secret that UTM campaigns open up a whole new way of tracking the efficacy of marketing and ad campaigns (like PPC). But, like many other aspects of marketing, they don’t quite cut it for B2B marketers.
Marketers use UTM codes to track the traffic, engagement, and conversion rates per given campaign or asset drive. There are a few problems with that, but most notably for B2B marketers: You can’t connect conversions or any other website activity to the companies behind them.
Tracking Marketing Campaigns: How Visitor Identification Gives B2B Marketers More Complete Data explains how visitor identification software can bridge the gap between UTM tracking and B2B. Plus, we show you how to track three different types of B2B marketing campaigns in Leadfeeder.
Marketing attribution models for B2B marketing
Every marketing team needs a way to tie conversions and phone number data lead generation back to the marketing campaigns and collateral that drove them. With that goal in mind, it’s easy to make marketing attribution as simple—or as complicated—as you want it to be.
Despite all the complicated multi-touch attribution models to expensive (and often unnecessary) marketing attribution software, most B2B marketers really only need 2 models, and both of them are accessible in Google Analytics.
Google analytics guide for B2B
Google Analytics is one of those search engine optimization tools marketers can work with for years and still only scratch the surface of what the tool is capable of. From standard reports like channels and questions to ask b2b email data providers in bd: behavior, to the more complex behavior flow and conversion attribution, Google Analytics can tell you a lot about your website and marketing performance.
If you’re just digging into Google Analytics for the albania business directory first time, our Essential Google Analytics Guide for B2B Marketers is required reading. The post details the five main questions Google Analytics answers for marketers, along with how to find or build the reports that answer them.
B2B lead generation and nurturing
With lead generation and nurturing, there’s no shortage of tactics and improvements B2B marketers can make. Getting it right means iterating and testing and measuring to see which B2B marketing tactics work for your company—then further optimizing each of those tactics.
To do that, marketers need to know about all the potential lead generation and nurturing techniques at their disposal. And they need to know how to use those tactics to generate and nurture higher quality leads.
Note: Want to generate more B2B leads from your website? Sign up and try Leadfeeder free for 14 days to see the companies that visit your website, which pages they look at, and more.
