New technologies and industry disruptions have changed the game in lead generation. In the past, companies relied on large conferences and expos to put their product in front of people in targeted locations and industries. With these large events fewer and further between, companies have an opportunity to turn that budget towards digital communications,1 which can be targeted and personalized for even greater effect.
A good lead gen program will shorten your sales cycle by increasing the number of verified, in-market leads. It helps you separate the wheat from the chaff– in other words, to determine which leads are ready for a sales call and which ones are only browsing and not likely to actually convert.
There are quite a few ways to measure success and we’ll discuss some of the metrics we find the most compelling. But of course the most important thing is for you and your team to identify which metrics are the most important for your team, product or campaign goals. Find one metric2 that would prove the success of your concept. If you’re aiming for brand visibility, what would prove your campaign has succeeded? View that metric as the main event, and the other metrics as smaller events that support the main one, like an opening number before the headliner at a concert.
In order to know what you need to change, you need to know what’s happening.
If you have a CRM and can track your customers more closely, you can personalize messaging in future communications with those prospects. Creating an integrated, omnichannel experience for your customer starts and ends with data–what’s actually happening and what you want to happen. Strengthen your demand generation with inbound marketing and content marketing that supports your goals based on the web insights you’ve gotten.
B2B sales rely on quality, not quantity. This is where you can identify the quality of the leads you’re bringing in, and create highly personalized campaigns.
A data partner can not only help you verify these leads – for example Data Axle provides 100% verification of every lead – your data partner can help you dig deep into these leads. For instance, B2C Link cross references your leads’ positions in their professional lives with aspects of their personal lives so you can target decision makers who value what you have.
When you can identify MQLs, you can then track and quantify the percent of MQLs who turn into SQLs, or what percentage of MQL’s convert to paying customers. The more qualified your leads, the more likely it is you will be able to convert and shorten your sales cycle.
Use these metrics to adjust your course as you go and hopefully show a high ROI at the end of the campaign.
How much did you spend in the various areas of your campaign and marketing efforts? When you can break down your budget and results into these kinds of categories, and when you can track these metrics, you can show your company how different tactics lead to better outcomes.
Data Axle provides end to end lead generation help so marketers can acquire, reactivate and upsell customers. Ask us about how we leverage data to take your lead gen campaigns to the next level.
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.