Through-partner account-based marketing initiatives are gaining steam, especially when prospective customers are identified with the help of predictive analytics solutions. Pointing partners in the direction of more-likely buyers is dramatically boosting the conversion of marketing qualified leads (MQL) to sales qualified leads (SQL). At MRP, a marketing services provider, the application of predictive analytics with ABM best practices has boosted conversion of MQLs to SQLs to an average 78%.
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Today, a mere one in three channel marketers are confident that they can optimize their MDF spend. Perhaps this is spurred by the fact that 59% say they have zero visibility into their marketing-generated pipeline or historical campaign analytics, and 78% complain of poor lead conversion. To this point, channel marketing programs have largely mirrored B2B marketing best practice – to generate and process leads, with a focus on efficiency and quantity. It makes sense, we all want more leads, and it would be great if they were less expensive.