Marketing qualified lead criteria for Communications & Media

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what are some of the kpis you look at beyond the vanity metrics you know how many people visit the sites you need visitors what are some vanity uh real metrics that you go you know these are signals that either we're on the right track or are just going in the wrong direction what are some things you look for so I'll start at the end the the currency that marketing is measured on and gone which we believe is is the right balance is sales qualified opportunities and sales qualified leads these are we use in our in our down Market or lower market segments we use sqls in our Enterprise business unit we use uh saos or sales accepted opportunities because we want a sales person to qualify that and say yes this is an opportunity I believe I should Chase there's business there so marketing doesn't get to grade itself I've I've been on I've heard teams that um grade themselves on mqls or things that marketing makes up and I can create one or a million depending on what Target you set for me but I don't know that that's going to drive the bright business but if you let the sales people qualify and give points to marketing for only the opportunities they can actually sell to then you have much better alignment so that's where that's the end goal to achieve now we reverse engineer that and say okay how do we create those sqls and seos well they come from mqls and mqls come from certain audiences that come with certain intent and there's a certain mix of inbound and outbound and it gets more complicated as you go into the weeds of it especially when you try doing this at scale across geographies across different market segments so so we have those targets some of the leading indicators that we use are if we have a new messaging idea one of the fastest ways of checking that is a on dedicated landing pages and on digital ads because I can run ads for let's say three four five days on LinkedIn or one of the other channels that I use and I can compare the click-through rate on that and on the related landing page to other campaigns that I know have done well in the past so if this one is doing at least as well as the best ones that I've had I know oh this is worth refining if it's doing like really really poorly compared to the benchmarks that I have then I'm probably going to kill it and move on so those are some early indicators that we use to try out new messaging it's way faster than doing something organic like changing your website and then waiting back and seeing for three months what happens ain't nobody got time for that long experiment in a time like this