It is important to track not just applications, but qualified leads. Set up analytics and qualified .
Set up a link between CRM and analytics systems (Yandex Metrica, Google Analytics) or end-to-end analytics to track the path of each lead from the first touch to the purchase. This will help you understand which sources bring the highest quality leads and whether the priority channels are selected appropriately.
The image below shows a summary night clubs and bars email list table from an end-to-end analytics system that compares application and sales performance across different channels.
It is clear that the SEO channel brought only 93 applications, but 25 of them resulted in sales. At the same time, the Yandex Direct channel brought in more applications (117), but only 5 sales. Image from the author’s archive
This means that although traffic 10 micro habits that will help change your life from Yandex Direct generates more applications, its conversion into sales is significantly lower than that of SEO.
Therefore, you shouldn’t focus only on the number of leads – it’s more important to analyze their quality and effectiveness in the final conversion.
Step 8: Collect feedback from the sales department
Regularly discuss with your sales team what:
- Leads most often close into sales.
- Sources attract the highest quality leads.
- Problems arise when working with leads.
If the sales department notes that leads from channel 1 (funnel 1) are more prepared to buy than leads from channel 2 (funnel 2), this is a signal to turkey data reallocate the budget.
An example of a report or table with feedback from the sales department:
What you shouldn’t do if you want to get results
Not recommended
- Working without a clear lead generation strategy
Without a well-thought-out strategy, marketing efforts become chaotic. It is important to define the target audience, interaction paths and key touchpoints in advance in order to attract exactly those customers who are most likely to make a purchase. - Set KPIs only for the number of leads, not their quality.
Focusing on the number of leads without taking their quality into account leads to low conversion into deals. It is necessary to evaluate not just the number of applications, but how well they match the ideal client profile, what their sales potential is. - Neglecting the interaction between marketing and sales.
If marketing generates leads but does not take into account the opinion of the sales team, this can lead to dissatisfaction and loss of customers. Regular communication between marketing and sales helps determine which leads are closing deals and which require further work.
Not analyzing competitors’ behavior
It is important to track what marketing tools your competitors use, what channels work best for them. If they get requests from SEO, and you do not develop it, then this may be a missed opportunity.
- Leaving leads without subsequent warming up
Many clients are not ready to buy right away, but they can be brought to the deal through warming up (email newsletters, content marketing, personalized offers). If you simply collect contacts and do not interact with them further, the conversion will be low.
- Not tailoring content to the target audience
If content does not meet the needs of the audience, it will not engage customers. For example, complex technical B2B products require expert content (cases, research, white papers), and not just advertisements. - Not using a Lead Scoring system
Without a lead scoring system, it is difficult to determine which applications are ready to be passed on to the sales department. Lead scoring allows you to filter out low-quality leads and focus on those who are truly interested. - Eliminate cold leads from the sales funnel completely
Cold leads can become customers with the right approach. They should be warmed up through content, webinars, email marketing, and not immediately written off.