An effective lead generation strategy operates on a foundation of data, not guesswork. You need to have the right information about your business to develop well-informed decisions that increase your chances of success.
Using the right metrics allows you to focus on objectives that will have the biggest impact on what matters most in your business. They serve as a guide to help you decide what to prioritize and where to allocate your time, energy, and resources. It reflects and supports where you want to go while giving you a clear understanding of where you are at any given time.
Monitoring and analyzing the “right” metrics is a crucial step in your lead generation strategy or any business strategy for that matter. For starters, you need to know what metrics to observe to ensure that you’re not wasting resources on areas with little significance to your bottom line.
What to Measure
Identifying the best elements to focus on allows you to make the most of your finances, manpower, and time without spreading these finite resources too thin.
When coming up with your own metrics, the following questions about your company must be addressed:
- What have the results been?
- Where are results headed/going?
- What needs to be improved?
- Have you reached your target? If so, when? If not, what must be done to achieve it?
Once you’ve identified your metrics, it’s important to monitor your data and to track your numbers consistently. You’ll be using this data to populate your systems and other analytics software used for measuring performance. These figures will influence what your next steps will be, how you’ll drive improvement, and what to do differently to correct any missteps.
For best results, keep it simple. Metrics should be straightforward and easy to understand. Everyone involved in the organization should have a solid grasp of which metrics to track. All of this must be clearly communicated to every member of the team, and each employee must know how they can influence it. They should also know what steps to take in order to achieve them, and what level of performance is expected from them based on these metrics.
Your lead generation efforts need be optimized to efficiently achieve your goals, and the best way to do this is by tracking your metrics. B2b marketing metrics help drive your organization’s overall strategy and provide a focus for your team.
Remember that these metrics may need to evolve over time as you implement new strategies. They will provide you with a clear picture of where you are right now, what you need to improve on, and where to focus your efforts in order to maximize the profitability of your lead generation campaigns.