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Marketers, Are Your Most Promising Prospects Going Unnoticed?

Use these tools to detect interest signals from potential buyers earlier in the sales funnel.

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How well do your marketing metrics aid your sales process?

In far too many instances, they don’t. That’s because many of the marketing KPIs that suppliers typically rely on tend to focus on outcomes around a single campaign, whether it be email clicks or the number of new names scanned after exhibiting at a trade show.

Although tracking outcomes this way can give valuable insight into the performance of a particular campaign, they can do only so much to inform the sales process, as the marketer has limited ability to recognize the quality of the interaction.

So, what is a more meaningful metric to track? Signals of intent.

Importance of tracking intent signals
Packaging has notoriously long sales cycles, with 49% of machinery buyers beginning their research at least six months to a year or more before their project is funded, according to PMMI Media Group’s Machinery End User Buying Process and Perspective Report. This period of research and consideration is when suppliers are most likely to get on the buyer’s radar, but it’s also a time when most buyers prefer to remain anonymous. As such, many instances of a prospect’s interest will go unnoticed, occurring long before an official hand-raise seeking product information.

Now imagine the power a marketer can have once they are able to look across the multiple intent data sources associated with their efforts. Consider what is more valuable: someone who clicked on an email, or someone who not only clicked on an email but also downloaded a white paper, visited your booth, and attended a webinar you hosted? Suddenly, you begin to see the latter prospect has far greater value, as an uptick in engagement is more likely to occur when someone may be coming into market.

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