Instead, tie it to a metric that’s measured internally: the number of MQLs (marketing qualified leads) it drives. All leads are scored within Marketo based on pre-defined criteria to determine if they are ready to be passed to the sales team, and they are considered MQLs only if they meet the right qualifications. This is an important metric to track, since MQLs that are further qualified by sales become SQLS (sales qualified leads), which can ultimately translate into new opportunities and revenue. In the image below, an example revenue model, you can see how leads come in at the top-of-the-funnel as names, then progress further into the funnel as they continue to engage with your company.
By optimizing your Facebook campaign for MQLs and not form submissions, you can increase the number of conversions that drive more qualified leads down the funnel.Screen Shot 2016-07-27 at 4.19.14 PM 2. Optimize Your Scoring Model For B2B marketers, and even some consumer marketers, it’s likely that you have (or would) set up a scoring model within Marketo to qualify incoming leads or contacts. Scoring models attach values to Italy Phone Number List various online and offline engagement events between your brand and the buyer. With the integration of Facebook’s Offline Conversions API and Marketo, you can optimize your scoring model so that when a lead has reached a specific lead score as the result of a combination of different interactions, it’s defined as a conversion event.
This way, a lead doesn’t need to, for example, download content or attend an event for it to be considered a conversion. The example below shows how a revenue cycle might be modeled within your marketing automation platform, governed by how each buyer interacts with your brand—their behavior across channels, their engagement with your campaigns, their lead score, and even data changes in your CRM system. Scoring Model By tracking when a lead hits a specific score that signals a conversion event, you can optimize your campaigns to tailor your ads to them appropriately.