Mastering the Art of Buying Group Engagement with Kerry Cunningham and Mark Erwich
The Healthtech Marketing Show
Measure What Matters, Not What Was
Current measurement practices in marketing largely remain outdated, focusing on lead production and MQL conversion rates that were prevalent over a decade ago. Despite the push towards Account-Based Marketing (ABM), lead conversion often declines, contrary to expectations. Effective marketing starts with a strategic alignment with sales around targeted accounts, leading to an increase in leads from these accounts. This process may lower the lead conversion rate as only a single lead from each account is recorded as an opportunity, even though overall opportunity production and revenue can increase. Therefore, the focus should shift from traditional lead conversion metrics to understanding potential opportunities, market engagement, and active interactions, as outlined in the demand unit waterfall framework.
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