This is the second part of a 3 part series explaining how to get the most out of your lead generation campaign. Part 1 will teach you how to utilize your lead gen campaign in order to increase conversions.
Analyze and Nurture – Lead qualification and data analysis for conversion improvement.
Knowing where the lead came from and what asset they’ve downloaded are the two most important data points that will optimize your lead nurturing efforts and improve conversions. Use this data to create a personalized data card for each individual lead that will be associated with them through every step of the sales cycle.
Avoid analysis paralysis.
Keep an eye out for specific key performance indicators (KPIs) such as campaign click through rates, form views and content engagement stats (what types of content get more downloads?) in order to accurately measure the success of your digital assets. All of this data can greatly help conversion improvement.
Bring it all together.
What conclusions can you draw from the information you have on each lead? How close are they to making a purchase? Should you be engaging them with top-of-the-funnel content, or more specialized content meant for advanced buyers?
Use this information to tag each prospect with the buyer persona profiles you’ve established earlier. The goal is to produce a comprehensive categorization system for all incoming leads to allow your sales team to immediately know where to start their conversation and assist conversion improvement.
Stay tuned for Part 3!