measurement Archives

Measuring content marketing performance: 5 key metrics you should be using

Would you believe that 49% of marketers don't understand how their content performs? That means nearly half of all marketers have no idea whether their content marketing is getting cut-through or if there's something they could be doing better. It also means that the high effort and cost going into content strategy and creation may be going to waste. Content plays an important part in marketing for every business - but for B2B businesses with their often-complex product offerings, it can be especially hard to get right. That's where measuring your content marketing performance comes in. With READ MORE ›

By Alice Antonov|Tactics|

5 tips for successfully managing an outsourced agency

Ask any successful couple, sports team, management partnership or psychologist what their secret to a prosperous relationship is and they'll probably all tell you the same thing: Communication is key. A successful relationship between a business and an agency is much the same - you need to be clearly on the same page to build a robust framework and clear intentions. For businesses, it can be a very daunting experience navigating best practises when engaging with and managing an outsourced marketing agency. But moving past the trepidation can be worth it - if done correctly, working with READ MORE ›

By Ary Nagrath|Strategy|

Failed Tactics: 5 Questions to ask before Quitting

What do you need to ask yourself before quitting on a failed tactic? Don’t get me wrong, I’m a firm believer that if a tactic isn’t working, you should stop. In fact, we base our whole outsourced marketing business on the idea that one tactic may not work, and if you hire an agency who is only good at that one tactic, they're going to keep on telling you that's the one tactic to do. https://www.youtube.com/watch?v=iZTUewtCygc&feature=youtu.be Again, don't mistake me. I am a fan of quitting a tactic and moving on to something else. But today, I've READ MORE ›

By Hugh Macfarlane|Evergreen, Tactics|

How busy should your sales people be? [video]

How busy should your salespeople be? How many meetings should they have every week? More than they're doing at the moment, and less than you think. Let me explain why. https://www.youtube.com/embed/saucAqP7lcQ What are you overlooking in your calculations? Factor #1 Firstly, I would like to highlight why the number of meetings your sales people should be doing is less than you think. Below is the basic math for this calculation, taking into consideration what is often overlooked. You may live in a different country, whereby your holidays and jurisdictions are different, but the same READ MORE ›

By Hugh Macfarlane|Evergreen, Sales|

Don’t measure Sales or B2B Marketing on revenue

Revenue targets have nothing to do with the targets you want to set for Sales and Marketing. So, how do you figure out your Sales and Marketing targets? Firstly, you need to know the value of new business that you need Sales and Maketing to generate for you, you also need to know the average size of each deal. Secondly, you need to figure out how many sales need to occur over a specfic time period in order to determine how much revenue you actually need Sales and Marketing to generate. In this video blog, Hugh helps to READ MORE ›

By Hugh Macfarlane|Velocity|

How to calculate your sales conversion rate (II), and why speed kills

In last week's show, we offered 10 steps for calculating sales conversion rate. We also promised to show you why lag is death. In English, why a buyer who has taken longer than normal is unlikely to buy from you at all. So does that mean there is merit in using assertive marketing and sales techniques to speed them up? We all want to speed our funnel up. In a recession like the GFC, sales cycles typically blow out, meaning buyers are taking longer than normal to buy. This could be so - they might genuinely be READ MORE ›

By Hugh Macfarlane|Evergreen, Sales|

Measure B2B Marketing on closures

Want to receive more content like this? Subscribe to our monthly B2B marketing blog! You should expect, what you inspect, and it seems that measurement of Marketing still has a great impact on effectiveness. "You should expect, what you inspect" is one of many quotes attributed to W. Edwards Deming, the American Engineer who contributed so much to the regrowth of post-war Japan. Working with the industrial leaders of Japan he instilled many of the strong management principles that Japan is now famous for and lifted Japan from poverty in the 1950s to being the second largest global economy in the READ MORE ›

By Hugh Macfarlane|Velocity|

Crossing the Chasm – moving up through the gears

One of a series of articles celebrating the lasting impact of “Crossing the Chasm” It’s more than 20 years since Geoffrey Moore published the first edition of “Crossing the Chasm”. Since then, it has become a classic, and has cemented its position as the one must-have book that every B2B technology marketer needs to have read. I’ve been applying the principles since 1991 - the year in which the book was first published - and the timelessness of the core concept is striking. But the world has moved on in a number of significant respects, and the READ MORE ›

By Bob Apollo|Velocity|

How to size your funnel on the back of an envelope

“Perfect is the enemy of good.” So said Voltaire, an 18th century French philosopher. If we cycle forward to the 21st century, our problem is we drown in detail. We get so caught up in the statistics of conversion rates and click through rates and sales conversion rates that we lose the clarity of what is actually going on in our funnel. In most businesses you can ask the sales leader what their closure rates are, and they'll know and you can ask marketing what their click through rates are and they'll know that too. However, READ MORE ›

By Hugh Macfarlane|Tactics, Velocity|

How to set quotas and improve the yield from Sales

What's a normal quota per sales rep? Half a million, 1.5 million per annum? Or is that revenue or gross profit? Is it lifetime value or one time value? Or somehow a one year value? If we want to improve our yield per rep, do we decide better ones? To me, quota setting is all a bit well kind of looking over the shoulder. Isn't there some better way to do it than that? When you look at what a normal sales quota is, and for a start I want you to think about sales value not READ MORE ›

By Hugh Macfarlane|Tactics, Velocity|

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