This enables enormous flexibility in making decisions and implementing changes in marketing actions based on results.
In order to define these metrics, it is essential to determine the objectives of the marketing actions carried out: generating brand awareness, capturing leads, increasing sales, etc.
Every exchange with your potential customers has value even if it doesn't translate malaysian numbers into a direct business opportunity. It's a challenge to assign key metrics to analyze the impact of these actions on the business, but it's worth it!
If you look at your Sales Pipeline, where are the best opportunities coming from?
I'm not talking about unqualified contacts ( IQLs or MQLs ).
I'm talking about those leads (SQLs = Sales Qualified Leads) that evolved until you were able to identify a need and present them with a commercial proposal.
You will probably find some of these โsources of business opportunitiesโ:
1) ๐๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐๐๐๐ฌ ๐๐ง๐ ๐๐ฒ ๐๐จ๐ฌ๐ญ ๐จ๐ฎ๐ซ ๐๐ฒ:
With organic results.
Contacts who saw content on your blog, found it interesting and contacted you.
People who searched on LinkedIn for a professional in your category found you and contacted you.
People who searched for suppliers in your category in a business directory and found you.
With sponsored result.
Contacts who searched for a concept or keyword on Google (or another search engine) and found an advertisement for your company that directed them to a landing page.
People who โ consuming some content related to your category โ responded to an advertisement that directed them to a landing page.
2) ๐๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐๐๐๐ฌ ๐๐๐๐ข๐จ๐ง ๐ฌ๐ข๐ ๐ง ๐๐๐๐๐ง ๐ซ๐๐ฅ๐๐๐๐จ๐ง๐๐ญ๐ข๐จ๐ง ๐๐จ๐จ๐ง๐ญ ๐จ๐ ๐๐จ๐ฌ๐ญ ๐๐ง๐ ๐๐จ๐ฌ๐ญ ๐๐ง๐ ๐๐ซ๐จ๐ฆ ๐จ๐ฎ๐ซ ๐๐๐๐๐ ๐ซ๐๐ฅ๐๐๐๐จ๐ง๐๐ญ๐ข๐จ๐ง ๐๐จ๐จ๐ง๐ญ๐๐ ๐๐จ๐ฌ๐ญ ๐จ๐ ๐๐จ๐ฌ๐ญ ๐๐ง๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐ซ๐๐ฅ๐๐ ๐ฉ๐ซ๐จ๐ฌ๐ฉ๐๐๐ญ๐๐ฌ
Contacts with whom you were able to open a conversation on LinkedIn.
People you met on Forums and/or Online Communities.
People you interact with through Chambers, Professional Associations or events.
3) ๐๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐๐๐๐ฌ ๐ซ๐๐๐๐ฆ๐๐ง๐๐๐๐๐ ๐จ๐ญ ๐๐ฅ๐ข๐๐ง๐ญ๐ฌ ๐ฒ๐จ ๐๐ฅ๐ข๐๐ง๐ญ๐๐ฌ ๐ฒ/๐จ ๐ซ๐๐๐๐ฆ๐๐ง๐ญ ๐จ๐ฎ๐ซ ๐๐ซ๐จ๐ฆ ๐๐ง๐ ๐๐จ๐ฌ๐ญ ๐ฒ๐จ๐ฎ ๐๐ฅ๐ข๐๐ง๐ญ๐๐ ๐ฒ๐จ ๐จ๐ฎ๐ซ ๐๐ฏ๐๐ซ๐ฒ ๐๐จ๐ฅ๐๐ ๐๐ฌ
Contacts who came to you after receiving a recommendation from a friend or colleague, who is a client of yours and is super happy with your work.
People who received a recommendation after asking in a WhatsApp group โDo you know anyone good who does xxxxxx?โ
4) ๐๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐๐๐๐ฌ ๐๐๐๐๐๐ ๐๐๐๐๐ ๐จ๐ฎ๐ซ ๐ญ๐ก๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐จ๐ฎ๐ซ ๐๐๐๐๐ ...๐ฎ๐ซ ๐๐๐๐๐ ๐๐
A decision-maker read a press release in a trusted vertical medium (for example, a sector magazine)
A decision-maker or influencer received a โcold emailโ with a valuable offer.
Someone saw your company at an industry event and recommended it to their boss.
Someone saw interesting content you posted on LinkedIn and recommended you.
๐๐ค๐ฌ ๐ฉ๐๐๐ฉ ๐ฌ๐๐ก๐ก ๐ฃ๐ค๐ฉ ๐๐๐ช๐จ๐ ๐ช๐จ ๐จ๐ช๐๐๐๐ง๐๐ฃ๐ ๐๐ค๐ง ๐ฎ๐ค๐ช.
1) Because there is always a Pareto: 80% of leads come from 20% of Lead Generation activities. And when you find out which 20% generates the most opportunities, you can take much better advantage of it and generate more sales.
2) It allows you to measure each quarter and know which of the sources is the most effective.