Marketing Automation For Dummies

Chapter 13

Generating Reports

In This Chapter

Understanding the correct metrics to use

Defining MQL reports

Leveraging SQL reports

Gauging the true value of marketing

Understanding how to prove the value of your marketing efforts is the best way to grow your department. Marketing used to be a very subjective art. Still today, most marketers are looked at as money pits, where money goes in and no tangible results come out. But marketing automation changes the notion that marketing has no value, because lead tracking and CRM integration allow you to see every touch point and the resulting impact to your organization and bottom line.

Marketing automation includes many of the same metrics you have without marketing automation. Open rates, click rates, and bounce rates are all the same. The major difference between your current reporting and reporting with marketing automation is the fact that the reports generated with marketing automation can help you understand your lead flow and the value of a campaign. You can measure the size of your lead funnel, the speed at which a lead moves ...