Campaigns that build pipeline, not just activity.

A successful marketing campaign follows a simple framework like SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control): it starts with specific goals, a specific audience and relevant content, then uses the right mix of channels, including social media marketing, email marketing and physical mail or direct mail when it fits. The best practices are simple: clear ownership, clean data, and a customer experience that raises customer satisfaction.

• Start with definitions: what counts as an MQA, SAL, meeting, opportunity and influenced opportunity.  
• Track at the account level: B2B buying is committee-led, so single-contact reporting will always look incomplete.  
• Link campaigns to customer relationship management (CRM) reality: clean Urchin Tracking Module (UTM) parameters, consistent campaign naming and disciplined deal/contact association are what make “revenue reporting” possible.  
• Build a weekly decision loop: what we change week to week is based on pipeline quality signals, not channel vanity metrics.

• If you need board clarity: start with a transparent multi-touch model (often linear or position-based), plus clear rules. 
• Make the model explainable: define the lookback window, what touchpoints qualify and what is excluded.  
• Report two views: marketing-sourced and marketing-influenced pipeline/revenue, so Finance can see both acquisition and contribution.  
• Add a “trust layer”: self-reported attribution and qualitative deal notes help cover dark social.

Weekly metrics should tell you whether you are creating the conditions for pipeline, not just generating activity across social media, email marketing, and other digital channels.

• Leading indicators (weekly): ICP account engagement, offer-level conversion rate, meeting request rate, Sales follow-up SLA adherence and stage-to-stage movement.
• Quality indicators (weekly/biweekly): meeting-to-opportunity rate, opportunity acceptance criteria, cycle time by segment.
• Lagging indicators (monthly/quarterly): pipeline created, pipeline influenced, revenue influenced and customer acquisition cost (CAC) and payback (where measurable).

• MQL (Marketing Qualified Lead): an individual who meets agreed criteria (fit + intent) and is ready for Sales.
• SAL (Sales Accepted Lead): Sales has accepted the lead and is actively working it (this is where SLA accountability matters).
• MQA (Marketing Qualified Account): the account shows buying signals across the buying committee (better fit for ABM).

Rule of thumb: use MQA for ABM motions (account progression) and MQL/SAL for demand gen capture motions (hand-raise or high-intent conversion).

Software attribution is strong at capturing demand but weak at proving what created it, especially when a new product or mobile app launches and the journey spans multiple touchpoints.

• Use hybrid attribution: combine software-tracked touches with self-reported “how did you hear about us?” inputs.
• Look for proxy signals: branded search lift, direct traffic trends, community mentions and sales-call callouts.
• Institutionalise it: make self-reported attribution a standard field and review it in the same cadence as dashboard metrics.