Post by account_disabled on Mar 7, 2024 10:07:18 GMT 2
Many companies we collaborate with wonder how to concretely measure the ROI of the digital marketing projects we propose, and therefore of the lead generation contract. The question is more than legitimate since the answer is not trivial: it is not enough, at the end of a year of contract, to subtract the costs of the project from the revenue obtained through lead generation to understand whether it makes sense to continue along this path. Measuring ROI correctly is a much more complex task . Lead generation contract: the starting point Let's consider the first year of the lead generation contract : what indicators suggest the success of the project and should push the company to renew its commitment? Not new sales .
For at least two reasons: Many companies are on their first inbound marketing journey; Typically, their Germany Phone Number sales cycles are long, usually between 6 months and 1 year Starting from proprietary assets (website) with very little initial traffic, it takes time to enhance them, to ensure that the contents - albeit excellent - climb the Google rankings, to grow brand awareness, to generate leads, to qualify them and to ensure that the company's salespeople close sales cycles that are in themselves long. This makes the sales indicator - which will become fundamental from a certain stage of the process onwards - little more than secondary in the short (or very short) term . The first thing to do is to clearly frame the starting situation with an in-depth assessment: as anticipated, in many cases the company does not have an inbound marketing background and the machine must be built from scratch; in others, everything is already ready due to previous projects, and then the indicator of the closing of the contracts (minus the investment costs) becomes fundamental immediately.
In between, of course, there are all shades of grey. New call-to-action The most important indicators: awareness, traffic, CTR and lead increase If you start from scratch, measuring the ROI of the lead generation contract means interpreting the first available data (quarterly) to understand if the strategy is working and you are on the right track. It is essential to note the increase in brand awareness , which can be deduced for example from increasing organic traffic, from the growth in the number of contacts coming from the site's forms and from how well the brand becomes recognized on the market. Simply put, if sales people no longer need to explain the company's mission, what it does and how it moves on the market, awareness is growing and the project is on the right track.
For at least two reasons: Many companies are on their first inbound marketing journey; Typically, their Germany Phone Number sales cycles are long, usually between 6 months and 1 year Starting from proprietary assets (website) with very little initial traffic, it takes time to enhance them, to ensure that the contents - albeit excellent - climb the Google rankings, to grow brand awareness, to generate leads, to qualify them and to ensure that the company's salespeople close sales cycles that are in themselves long. This makes the sales indicator - which will become fundamental from a certain stage of the process onwards - little more than secondary in the short (or very short) term . The first thing to do is to clearly frame the starting situation with an in-depth assessment: as anticipated, in many cases the company does not have an inbound marketing background and the machine must be built from scratch; in others, everything is already ready due to previous projects, and then the indicator of the closing of the contracts (minus the investment costs) becomes fundamental immediately.
In between, of course, there are all shades of grey. New call-to-action The most important indicators: awareness, traffic, CTR and lead increase If you start from scratch, measuring the ROI of the lead generation contract means interpreting the first available data (quarterly) to understand if the strategy is working and you are on the right track. It is essential to note the increase in brand awareness , which can be deduced for example from increasing organic traffic, from the growth in the number of contacts coming from the site's forms and from how well the brand becomes recognized on the market. Simply put, if sales people no longer need to explain the company's mission, what it does and how it moves on the market, awareness is growing and the project is on the right track.