Many new terms have arisen alongside 21st century marketing technology and processes. This deck attempts to explain a few key concepts in the buyer's journey or lead life cycle, in the context of a healthy KPI waterfall.
10. Healthy B2B KPIs (undulating lines)
Impressions
Prospects
MQLs
0
500
1000
1500
2000
2500
3000
Jan
Feb
Mar
Apr
May
Jun
Jul
Health KPIs (~30-day conversion cycles)
Impressions
Prospects
MQLs
SQLs
Customers
Funnel Path
Complete buyer’s journey velocity
11. Healthy B2B KPIs
Conversion ratio influences upward pull
Velocity determines when a change will occur
Correlation should be positive for any KPI with those below it
Impression volume can forecast future sales from campaigns
12. Unhealthy B2B KPIs
Higher funnel levels have no influence on lower
Correlation is weak or negative
Forecasting from top of funnel is impossible
0
500
1000
1500
2000
2500
3000
3500
4000
Jan
Feb
Mar
Apr
May
Jun
Jul
Unhealthy KPIs
Impressions
Prospects
MQLs
SQLs
Customers
negative
weak
14. Influencing the Funnel: Systems
Weekly inbound mix reviews(impressions/visits/exposures)
A/B Tests
Review and experiment with timing
Experiment with asset types and segment by preference
Semi-monthly conversion rate reviews
Monthly year-over-year analysis
15. Influencing the Funnel: People+Process
Ignore your intuition when possible
Talk to your co-workers (No Silos)
Brag about your successes
Continuous improvement (Not just for Manufacturing)