Lead generation is a vital part of many business’s marketing strategies, but what good is it if you aren’t measuring your results?
Measuring the success of marketing campaigns is something that is often overlooked by businesses, but without being able to see what has worked and what hasn’t, there is no way to optimise and improve on processes effectively. Measuring the results of your lead generation is not an easy task, but we have some tips to help you get the most out of your marketing and build on the techniques that have gone well.
Document Your Progress
This step is a basic practice, but one that can be neglected. Many marketers tend to rely on memory or anecdotal feedback. While this can be reliable, it’s not always completely accurate, and when attempting to emulate successes of one campaign to a new one, it’s very difficult to determine what it was exactly that helped create the success. By documenting all stages of the lead generation process, inconsistencies can be eliminated and transferring methods and practices to new employees or new campaigns is much simpler.
Integrate Sales and Marketing
Set out a plan for your lead generation and ensure that both marketing and sales teams are not only aware of the plan, but use this to shape their own efforts. By having a clear message and goals, this will remove some of the tensions and conflict that often arise between different departments. State clearly the expectations and the roles that each different team will play, and your campaign will be much more efficient.
Track and Analyse
Once a consistent process has been established, it will become much easier to track every stage of the lead generation activities. Standardising your approach and the way you store your data will allow for simple analytics, letting you determine how different factors have affected your campaign. Consider recording and analysing factors such as demographics and geographics, and then taylor your campaign accordingly.
At Ant, we generate high quality and targeted sales leads and gather extra, relevant information. By taking this approach, we are able to provide the beginning of a strong relationship with your lead, which in turn makes the handover process much smoother and more effective. We can provide you with these leads in real time, and generate daily or weekly reports, or in a format that suits you and your business.
If you would like to talk to us about our approach to lead generation and how we are able to measure and report to you, please get in touch.