We've all sat in those meetings where the sales department wants marketing to increase advertising spend to generate more leads. here's why the battle
We’ve all sat in those meetings where the sales department wants marketing to increase advertising spend to generate more leads. here’s why the battle to decide where to spend and why hinges on just one weapon – CRM data.
Whilst sales know that the success of each sales cycle can be attributed to a number of people or selling points, from a marketing perspective we need only to measure conversions to sales as a result of the first touch data or lead source. Why would we increase ad spend on Facebook if web traffic is coming from Twitter? Why choose billboard advertising for a campaign if a radio advert typically performs better in that region?
What lead source data to collect and why
- Web clicks
Where did the traffic come from? Organic search? What were the terms? Social media? Which site? Email campaign? (which campaign?) Was this landing page page created for a billboard/targeted ad campaign?
- Email enquiries
Was it an organic enquiry from your website’s contact us page/form?
A reply in response to an email campaign? (which campaign?)
- Social Media
Was the tweet/comment/message as a result of a sponsored post or in reply to engagement on behalf of the company on a specific page or group? Was a campaign hashtag referenced?
Which types of posts are generating enquiries? Blogs? Images? Videos? Reviews?
Did you attend the event and identify a lead in person? Was this a lead as a result of social media engagement on the event hashtag? (If so then it might be worth attending the next one) As a result of a follow up email campaign?
Need some help? This March we are offering a free audit of your current CRM and further guidance to those looking to introduce one.
Lianne Marie is InFusion’s data specialist. She loves to design, troubleshoot and analyse CRM systems for InFusion clients.