Through every stage of the lead generation process, CRMs, marketing software, and free analytics tools offer metrics to measure your efforts. With such a vast sea of data available, it’s easy to drown in what’s meant to be a helpful tool for shaping strategy.
To stay on course, focusing in on the data that matters most is key, especially during impossibly busy days. While it makes sense to look at more metrics to fine tune your process, these following inbound and outbound metrics explain the bulk of what you need to know to keep your lead generation on track while minimizing the time spent analyzing data.
Inbound Lead Generation
The following types of data will tell you the most about what you need to know about attracting leads to your company through digital strategies.
The inbound channels available to funnel traffic to your website are just as numerous as general lead generation metrics themselves. But by zeroing in on where visitors are coming from, you’ll gain insight into where improvements need to be made in the top of the funnel as well as which channels your audience prefers.
Knowing whether SEO, social media, or email campaigns are bringing you the most qualified visitors is key to your overall strategy. Optimizing the most effective entry points to your site will help you get the most return for the time and effort spent on attracting qualified traffic.
Landing Page Conversions
Once visitors come to your website, landing page conversions are the next piece of important data to pay attention to.
Identifying the commonalities between the pages that perform the best gives your team a deeper look into the types of content that intrigue visitors, the topics that pique their interest, and the forms that create the least amount of friction. You’ll then be able to apply these findings to other pages to boost their effectiveness while getting to know your audience better.
Outbound Lead Generation
If you don’t have a whole lot of time to pore over the data, stay on top of these metrics to quickly understand how your company’s efforts to reach out to prospects is performing.
Number of Dials
In any teleprospecting campaign, the number of dials made each day by each rep is crucial for success. Monitoring this metric regularly increases accountability and allows for shifts in strategy at a team level and at a more individual level.
Reviewing the number of voicemails left as well as callbacks directly shows you the quality of messaging presented by every rep so that it can be encouraged or adjusted as needed.
The number of qualified appointments gathered throughout a lead generation campaign is one of the most vital metrics to keep track of.
Consistently checking on how reps are meeting their individual goals as well as knowing how many appointments must be set each day will keep your team on track. If they start falling behind, you’ll know almost immediately, leaving plenty of time for corrective action.
All Types of Lead Generation
Lead Close Rate
Examining the average lead close rate is boiling down what every kind of lead generation is all about.
How many of the leads that you attract and convert are actually becoming customers? How many prospects that you call are scheduling appointments and purchasing your solution? A high and/or growing figure means that many of your converted leads are qualified. A low and/or dropping number means it’s time to change course because you’re targeting people who aren’t a good fit for the company and its offering. It sounds simple, but a conscious effort to check up on this makes the difference in how effective your lead generation strategy is overall.
These data points all work together to show you the value of every step of your lead generation process. Focusing on them will lead to more informed marketing and an ultimately stronger strategy while allowing you to spend less time sifting through overwhelming amounts of data.