August 24, 2021

The best marketing metric to measure success

As the MQL fades into the distance, there’s a better metric for many B2B SaaS companies.

The CQL.

…..or conversation-qualified lead.

It’s a metric based on activities like:

Questions during a Webinar
Product questions via a chatbot
Conversations at conferences
Questions via DM on LinkedIn
Replies to outreach via email or phone calls.
Replies to drip marketing campaigns.
Blog comments
Social media updates

For B2B SaaS companies, sales are often fuelled by relationships and trust.

The CQL involves direct interactions with a prospect, opposed to simply expressions of interest.

It’s a person asking questions and seeking information, not an email address sparked by an eBook.

Within your marketing dashboards, how are you tracking conversations or CQLs?

But wait, there’s more: On August 31 at 11 a.m. EST, I’m doing a free Webinar on how to improve your B2B strategic positioning. Lots of actional advice. Register here.

Ready To Spark Your Marketing?

Learn more about how working with a fractional CMO can help you create a better B2B and SaaS marketing strategy, engage more customers and drive brand awareness, pipeline, demand and sales.

A blue spark illustration