Predicting Marketing Success: It’s Easier Than You Think, If You Think

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Ideas you can use.

You can’t manage what you can’t measure — and predicting success starts by working backward from the goal rather than forward from the tactics. If the goal is 100 marketing qualified leads, look at each tactic — email, site placements, social — and use typical form-fills per visitor to determine how wide and deep the net must be cast.

No two clients approach this the same way; each screens MQLs by parameters bound to their own sales organization, and each therefore has a unique MQL conversion rate — as should you. Apply your rate to the traffic your mix will drive and see if the math reaches the goal. If it doesn’t, change the mix: add tactics such as eBlasts, increase qualifying criteria to reduce junk leads and raise qualified conversion, or attack the leads already in the funnel with a nurture program. Predictable success is arithmetic, not hope.