One of the main advantages of digital marketing over traditional marketing is that it allows you to accurately measure the impact of actions and where business opportunities come from quickly and accurately.
This enables enormous flexibility in making decisions and implementing changes in marketing actions based on results.
In order to define these metrics
It is essential to determine the objectives of the marketing actions carried out: generating brand awareness, capturing leads, increasing sales, etc.
Every exchange with your potential customers has value even if it doesn’t translate into a direct business opportunity. It’s a challenge to assign key metrics to analyze the impact of these actions on the business, but it’s worth it!
If you look at your Sales Pipeline, where are the best opportunities coming from?
I’m not talking about unqualified contacts ( IQLs or MQLs ).
I’m talking about those leads (SQLs = Sales Qualified Leads) that evolved until you were able to identify a need and present them with a commercial proposal.
You will probably find some of these “sources of business opportunities”:
1) 𝐎𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐝𝐚𝐝𝐬 𝐚𝐧𝐝 𝐛𝐲 𝐜𝐨𝐬𝐭 𝐨𝐮𝐫 𝐛𝐲:
With organic results.
Contacts who saw content on your blog, found it interesting and contacted you.
People who searched on LinkedIn for a professional in your category found you and contacted you.
People who searched for suppliers in your category in a business directory and found you.
With sponsored result.
Contacts who searched for a concept or keyword on Google (or another search engine) and found an advertisement for your company that directed them to a landing page.
People who – telemarketing data consuming some content related to your category – responded to an advertisement that directed them to a landing page.
2) 𝐎𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐝𝐚𝐝𝐬 𝐚𝐜𝐜𝐢𝐨𝐧 𝐬𝐢𝐠𝐧 𝐚𝐜𝐜𝐞𝐧 𝐫𝐞𝐥𝐚𝐜𝐞𝐨𝐧𝐚𝐭𝐢𝐨𝐧 𝐜𝐨𝐨𝐧𝐭
Contacts with whom you can see relevance and you were able to open a conversation on LinkedIn.
People you met on Forums and/or Online Communities.
People you interact with through Chambers, uae phone number Professional Associations or events.
3) 𝐎𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐝𝐚𝐝𝐬 𝐫𝐞𝐜𝐞𝐦𝐞𝐧𝐝𝐚𝐜𝐞𝐝 𝐨𝐭 𝐜𝐥𝐢𝐞𝐧𝐭𝐬 𝐲𝐨 𝐜𝐥𝐢𝐞𝐧𝐭𝐞𝐬 𝐲/𝐨 𝐫𝐞𝐜𝐞𝐦𝐚𝐧𝐭 𝐨𝐮𝐫 𝐟𝐫𝐨𝐦 𝐚𝐧𝐝 𝐜𝐨𝐬𝐭 𝐲𝐨𝐮 𝐜𝐥𝐢𝐞𝐧𝐭𝐞𝐝 𝐲𝐨𝐮 𝐫𝐞𝐜𝐞𝐦𝐚𝐧𝐭 …𝐫𝐨𝐦 𝐨𝐮𝐫 𝐜𝐨𝐥𝐞𝐠𝐚𝐬
Contacts who came to you after receiving a recommendation from a friend or colleague, who is a client of yours and is super happy with your work.
People who received a recommendation after asking in a WhatsApp group “Do you know anyone good who does xxxxxx?”
4) 𝐎𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐝𝐚𝐝𝐬 𝐚𝐜𝐜𝐜𝐞𝐝 𝐚𝐜𝐜𝐞𝐝 𝐨𝐮𝐫 𝐭𝐡𝐞 𝐚𝐜𝐜𝐞𝐝 𝐚𝐜𝐜𝐞𝐝 𝐚𝐜𝐜𝐞𝐝 𝐚𝐜𝐜𝐞𝐝 𝐚𝐜𝐜𝐞𝐝 𝐨𝐮𝐫 𝐚𝐜𝐜𝐞𝐝 …𝐮𝐫 𝐚𝐜𝐜𝐞𝐝 𝐚𝐜
A decision-maker read a press release in a trusted vertical medium (for example, a sector magazine)
A decision-maker or influencer received a “cold email” with a valuable offer.
Someone saw your company at an industry event and recommended it to their boss.
Someone saw interesting content you posted on LinkedIn and recommended you.
𝙃𝙤𝙬 𝙩𝙝𝙖𝙩 𝙬𝙞𝙡𝙡 𝙣𝙤𝙩 𝙘𝙖𝙪𝙨𝙚 𝙪𝙨 𝙨𝙪𝙛𝙛𝙚𝙧𝙞𝙣𝙜 𝙛𝙤𝙧 𝙮𝙤𝙪.
1) Because there is always a Pareto: 80% of leads come from 20% of Lead Generation activities. And when you find out which 20% generates the most opportunities, you can take much better advantage of it and generate more sales.