Marketing in the B2B segment is not just lead generation, but a complex work with analytics, traffic quality and interaction with the sales department. How to Know if Your Marketing is Working . Many companies face the problem: there are applications, but they are not converted into deals.
How do you know if your marketing night clubs and bars email list efforts are actually delivering results? What metrics and tools will help you evaluate their effectiveness?
We found out from Sergey Sukhoplyuev, head of the Traffic Completo unit.
Step 1: Set clear goals and lead quality criteria
Setting clear goals is the foundation of effective marketing. Before evaluating the results of marketing campaigns, it is important to answer several questions:
- Who is your ideal client (ICP – Ideal Customer Profile)?
- Which leads are considered the most valuable for your business?
- What is the customer’s path from first contact to purchase (CJM – Customer Journey Map)?
A quality lead is one who matches understanding conversion metrics & goals your ICP, has completed key stages of the sales funnel (e.g. requested a demo or a commercial proposal), and has a high probability of converting into a deal.
For example, if your goal is to attract large corporate clients, then a lead from a small business representative will not be considered high-quality, even if he left a request.
To effectively promote your product, it is important to clearly understand who your ideal client is, what their needs are, and how they make decisions.
The image shows an example of an ICP (ideal customer profile), which details key segments, their priorities, pain points, alternative solutions, and decision makers.
This approach helps to better focus on the target audience and build more precise marketing and sales strategies.Image from the author’s archive
Step 2: Evaluate the incoming applications with the help of the sales department
The sales department is your main ally turkey data in assessing the quality of leads. Together, develop a scoring system that takes into account:
- Company characteristics (size, industry, budget).
- Position of contact person.
- Level of interest (e.g. request for a demo or commercial offer).
The list of criteria provided is optimal for the initial assessment of a lead.
For example, if the sales department notes that leads from a certain source or from certain niches are more often closed into sales, this is a signal to increase the budget for this promotion channel or to adjust targeting.
At Completo, we use a scoring system to evaluate the quality of leads (from 1 to 5).
Based on this assessment, specialists qualify the lead and determine how it will move further down the funnel.
