Super-charged lead generation: How to drive more ROI from your marketing
As the economy recovers, we might expect marketing spends to increase, however marketers still need to generate maximum ROI from their spend.
At Moneypenny, we’ll always consider new ways to maximise our marketing budget, so here are some techniques from leading marketing suppliers to generate great results, without breaking the bank.
We’re focussing on the ‘interest’ stage of the customer journey, when they visit your website, looking at some low-cost website enhancements, especially for those businesses focused on driving inbound leads through to a sales team to convert. They’ve worked well for us in the past, and we hope they’ll work for you too.
You need to track every stage of the lead journey, from the first landing on your site, to signing the sales contract, to discover what is or isn’t working.
At Moneypenny we use a tool called Ruler Analytics to help us track our lead to sales process. Before Ruler, we had a real disconnect between what showed in our CRM and our website analytics, whereas now we can connect the two and for example can see what variations in key words work best, or which marketing campaign attracted most attention.
As Dave Smithbury, Head of Marketing at Ruler Analytics explains: “Ruler tracks all visitors to your website, recording page views across multiple sessions. When a visitor then calls you, completes a web form or live chat session, becoming a lead, Ruler matches the lead data to the activity, and sends the data to your CRM. You’ll be able to see what channel, campaign and keyword generated that lead, and you’ll be able to see their full customer journey too. When that lead converts into a sale, Ruler will fire all the revenue data back into your Google Analytics and other analytics dashboards. This means you can count sales and revenue gained through marketing, not vanity metrics like clicks and impressions. Once you know what’s working, you can focus time and budget on the campaigns and keywords that are bringing you revenue.”
As a result of using Ruler, Moneypenny saw an 8% increase in quality leads, and reduced its Cost per Lead (CPL) by 11%.