Onyi NProduct Marketing Manager, Quely · Product Marketing Manager at Quely

How to Trace Your Marketing Work to Business Results

23 Jul 2026 · 1 min

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1:21

In this segment, the speaker outlines the core responsibility of a B2B marketing department: generating qualified leads that become demo sign‑ups and are handed off to sales. Using his experience at React Squad, he defines a qualified lead as anyone who registers for a product demo on the company website. He explains how traffic must first arrive at the website, which is driven by the marketing channels he manages—specifically the founder’s LinkedIn profile and personal‑brand YouTube channel. The speaker describes the micro‑funnel: creating content that garners profile views, sparking curiosity about the founder, prompting clicks to the profile, and finally directing visitors to the website where they can book a demo. He emphasizes the need to trace each step of this funnel to understand how marketing activities translate into concrete business results.

Chapters

As a marketing department, your job is to come up with qualified leads, transfer to sales, and then sales tries to convert them into customers. Let's say you're working in that kind of like B2B space, and that's typically what you need to do. A very good example, when I was at React Squad, at the time, yes, my job was to come up with leads. We would describe a lead as someone that signs up for a demo. So how would someone get to subscribe for a demo? They would have to get to the website first. Then how will somebody get to the website? What are the different marketing channels that I'm responsible for? Responsible for that could potentially lead someone to the website. At the time I was handling my founder's LinkedIn, I was also overseeing his personal brand on YouTube. As the things I'm directly responsible for, they're either coming from LinkedIn to the website or they're coming from YouTube to the website. What would push them to get to the website from whatever LinkedIn content or YouTube content? So you're trying to get profile views mostly. You're trying to get people to pay attention to your content enough that they are curious enough to be like, oh yeah, who's this guy anyway? This guy, what this guy is saying kind of sounds like it makes sense. And then they're clicking on his profile. And then they're seeing what he's about, and then they're probably going to the website. Right now you've come up with like the trace. You've come up with your own funnel of what you have to do to get someone to book a demo on the website.