To evaluate traffic sources, you can use analytical tools that allow you . Compare traffic sources with those used by competitors.
- Determine which channels are generating the most leads.
- Evaluate the effectiveness of various marketing strategies.
- Identify key factors influencing conversions.
Let’s say if your competitors receive night clubs and bars email list a lot of applications from organic search, and you have not developed this channel, then it is worth studying their strategy and adapting the approach. Compare traffic sources with those used by competitors.
An example of analysis of advertisements through one of the specialized services:Image from the author’s archive
Step 4: Work with both hot and cold leads
In B2B sales, it is rare that a customer makes a purchasing decision right away.
Focusing solely on hot leads is a mistake that leads to missed opportunities.
It is important to build a system how much does seo cost? for generating MQL leads (Marketing Qualified Leads) and a strategy for their gradual warming up so that in the future they are transformed into SQL leads (Sales Qualified Leads) and become ready for sales.
How does this work:
- Generate MQL leads – attract potential customers through content, webinars, lead magnets, contextual and targeted advertising.
- Warming up your audience — use email marketing, retargeting, useful content, case studies, and expert articles to increase interest and trust in your product.
- Transfer to sales – once a lead reaches the required level of engagement and meets the SQL criteria, it should be transferred to the next stage of the funnel.
Step 5. Implement a Lead Scoring System
Lead Scoring is a method of evaluating turkey data leads based on their behavior and characteristics.
Example of Lead Scoring system:
- Filling out the form on the website – +10 points.
- Visiting the tariff page – +20 points.
- Request a demo version – +50 points.
So, if a lead scores more than 100 points, it is consider hot and is transferr to the sales department or to the next stage of warming up. Cold leads can be “warmed up” using email newsletters and retargeting.
An example of a Lead Scoring system in one of the most popular CRM systems in the Russian Federation:Image from the author’s archive
Step 6: Automate Marketing with CRM
A CRM system is literally the foundation of effective lead management: without a configured CRM, it will be difficult to track the quality of leads and integrate them with analytics systems.
The CRM system allows you to:
- Automate processes: track all interactions with a lead, from the first touch to the sale.
- Assess the quality of leads.
- Analyze data: get reports on conversion, lead sources and their ROI.