Lead Tracking & Marketing ROI 101

+ Marketing Analytics (Tracking & Marketing ROI) By: Elizabeth Kulin www.KulinMarketing.com

+ Typical Benchmarks Increase Secure Revenue Retention Increase Generate • Increase • Keep existing revenue from customers brand (inbound) new (buy more interested and awareness sales leads at higher prices) loyal to the and existing brand customers (R.F.M.)

+ Brand Awareness s How does a marketer prove that they have increased brand awareness? • Before you execute the years marketing efforts, perform a “brand awareness audit” • Test “top of mind” and “recall” with a sample of your target 1 market • At the end of the year, re-test your brand awareness with the same “brand awareness audit”. • Make sure to perform this test exactly how you did in the 2 beginning of the year of you could have a high % of errors. If you can not afford marketing research, you could calculate the increase in brand awareness as: increase in social network followers, website traffic, blog visitors, rss subscribers, press coverage, email opt-ins, inbound phone calls and emails.

+ Sales LeadsLeads can come from so many different places these days and it has become very difficult to justify where they came from. Press release (where they click on your twitter link) Your contact Twitter (where webpage where they click on a they initiate tweet to read contact your blog post) Email (where Blog (where they click they sign up for “contact us” your emails)

+ Critical Implementation Everything that does not come in through outbound sales (cold calling & emailing) could be awarded to marketing. To capture all these “inbound” leads, make sure to:Try to have one response method• Your contact webpage, for instance Make sure the leads from this source can be marked and tracked in your CRM database: • Add a “how did you hear about us” pick list to your contact webpage • Include all ways that the lead could have learned about your brand • Make sure this pick list is linked to a field in your CRM • Have sales team always populate the field when creating a lead manually (a lead generated by cold called, an inbound email or call, etc.)

+ Why? s Run reports from your CRM database (weekly or monthly) to: Analyze that benchmarks will be reached, and by which tactics most successfully Calculate marketing ROI: Revenue from Revenue Marketing new customers from Budget (leads acquired past/existing by marketing) customers

+ Marketing Revenue Reports Sort your revenue report by customer creation date (i.e. when the customer became a customer of your company for the first time). Then: Add all revenue of customers from revenue from existing customers before the current year Add all revenue of customers Dig deep into this report. Can you from current year = revenue of attribute segmentation or R.F.M. efforts new customers to increases? Sort revenue from new customers by “source lead” (could be called Add the revenue by marketing leads. something else in your CRM)

+ Retention • Create a system in-house to collect lost customers • Could be an email file, excel file, or tab in your CRM database 1 • Run a report from your CRM database for all “active accounts” for the current year and the past year • Sort your report by creation date • If the # of active accounts with creation dates of before the current year is greater or equal to the total 2 # of active accounts from the previous year, you retained customers!

Lead Tracking & Marketing ROI 101

by Kulin Marketing

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