This is a guest post by Gerad Hoyt, a marketing Specialist with Chequed: Pre Employment Testing.
Do you know where your leads are actually coming from or are you just guessing? If your answer is “Uh yea, we have Google analytics” you’re just flat wrong. One, for anyone who’s in a lead gen centered business you know how inaccurate Google Analytics can be in reporting “leads”, but also you’re thinking about your leads at too high of a level. The real question behind this is “Where are your good and best leads coming from”. For those of us in marketing (like me) we can report all day on the number of leads we generate but it’s not much value if most of them are crap. The real defining value is know what’s actually driving real, valuable and most importantly, closable leads.
While implementing this does provide a ton of data, you will also need to have a solid process for scoring leads and pipelining them. For this you’ll need to adopt the scoring to your sales process and cycle. Salesforce does have some good tips on leveraging lead scoring in their 9 Tips for Using Lead Scoring to Close More Deals. You can also leverage some of the awesome lead scoring technology from (time for the shameless plug) Loopfuse to help out as well.
Once you have your process, CRM and the pull script aligned you can begin to get incredible insight into what’s really driving your best leads as well as sales. This data will then allow you to really know how your marketing is really impacting the bottom line and know where all that revenue is really coming from.
We would love you to try out LoopFuse here.
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