Sales and marketing alignment has become a huge topic in the past couple of years in the B2B space as companies struggle to ensure that marketing and sales teams work efficiently together and share data.
A recent Gartner CMO study highlights that marketing budgets are increasing year on year and this trend is set to continue in 2017, but one of the biggest challenges for marketing, says Simon Grabowski at Entrepreneur, is data collection and software that is often too complicated for marketers to use. As a result there’s a strong probability that sales people are missing out on high-quality sales leads.
As B2B marketers spend more money on software and marketing campaigns, getting real value and reliable insights has become the elephant in the room. This is backed up by a report from IDG Connect and Avention that says more than 40 per cent of marketers aren’t able to draw meaningful insights from harvested data.
This is a big issue for B2B companies and is part of a wider challenge for society: understanding what to do with all that data and how to share it. But all is not lost; getting quality sales leads needn’t be a struggle if you’re using the right tools and focusing on the right data (for example manually digging out leads with Google Analytics is hard work).
With that in mind I’ve created this instructional guide for marketers and sales teams who want to know how to easily generate more online sales leads via marketing campaigns.
Leadfeeder integrates with Google Analytics meaning you will get valuable insights in Leadfeeder on the performance of your AdWords marketing campaigns. As a marketer you’ll probably follow in AdWords what your click-through rate (CTR) or cost-per-click (CPC) is and how many conversions or assisted conversions you get from your campaigns because this is the foundation of campaign measurement, but these metrics won’t help your sales team much.
This is where Leadfeeder comes in. By creating a custom feed in your Leadfeeder, you can see all the companies that click through your paid marketing campaigns to your website and see exactly what they do on your website even when they don’t convert.
By selecting “Source / Medium > is > google / cpc” (see screenshot), you can create a lead list that includes all the visits from your Google AdWords campaigns and shows you what keywords they used. When you know what a company has been searching for online, even if they didn’t convert, you can do all sorts with that information and it’s enormously useful for salespeople.
Maybe your sales team have already made an offer or perhaps this is a new lead, but if you know what a company is interested in you can tailor the right pitch or send a relevant follow-up sales email. You can share this data with your salespeople by assigning to them companies that haven’t converted or subscribing them to automatic email alerts from this feed.
Pretty much every email marketing tool, from the likes of MailChimp to Bananatag, gives you information on who opens or clicks your email newsletter or campaign. As a marketer you’ll be happy with that because you’ll be able to build up a good overall picture with stats about how well your email marketing is working.
But can insights from email campaigns be very practically used by salespeople on a daily basis to help lead generation and to close deals? The answer is yes.
If you use MailChimp as an email marketing tool, you should integrate it with Leadfeeder to see important information about what people do after clicking through your email campaigns. At Leadfeeder the sales team monitors with Pipedrive and MailChimp what prospects are doing on our website after clicking through from an email campaign. Knowing what a prospect is interested in allows you to follow up at the right time and follow up relevantly and this info is not available to MailChimp users without Leadfeeder.
However, if you don’t use MailChimp, it is still possible to track the visits from your email newsletter or campaigns by utilising UTM parameters (link to Google).
UTM parameters allows your Google Analytics to identify all the clicks that are coming through those campaigns and as a result you are able to see in Leadfeeder what companies do on your website.
Imagine you’ve got just one contact from Scandinavian Marketing Gainer Oy in your email list and then Leadfeeder shows what this company’s been up to after visiting your website through a campaign. That means it’s that precise person.
To set this up you can either use “Source / Medium > is > email / newsletter” or select leads on a campaign level (as shown in the screenshot) with e.g. “Campaign > is > newsletter_feb_28_2017”
As you can see above, when utilising UTM tags on your campaigns, you can easily see the actual companies that are visiting. When combining this with your email list you can be sure which person is visiting your site from that campaign and follow up accordingly.
Producing good content on LinkedIn or other social media channels is a great way to drive traffic to your blog and website. But more often than not, this data only gives the big picture and isn’t used at all by sales for prospecting or closing deals. However, I’ve got a practical and laser-guided solution up my sleeve using LinkedIn.
LinkedIn analytics gives you information on impressions, clicks, interactions, etc (as shown below) when you run a paid campaign and most people stop there, but there’s a neat trick you can set up using LinkedIn advertising and Leadfeeder that will enable you to understand a lot more about what happens when your targeted prospect clicks your sponsored content (and actually who it is).
When you are running paid ad campaigns on LinkedIn, you can target your ads at relevant prospects by job title or company name, e.g. job title: CMO, company: F-Secure. Because of this when you see visits in Leadfeeder from these campaigns and the company is “F-Secure”, what you are actually seeing is “visit from CMO at F-Secure.”
To achieve this in Leadfeeder select “Source / Medium > is > linkedIn / cpc” and save your custom feed. After that you’ll see the companies (and therefore people!) who have clicked through and their website behaviour. Knowing this means you can reach out to them and quite naturally start a conversation.
Answering questions and getting your business known on Quora is a great way to drive relevant traffic to your website and speak to prospects in the process – we explain how and why here. Quora is a great marketing channel because you’ll be reaching potential prospects when they’re in the process of searching for solutions.
You can also drive high-quality web traffic in the same way with mentions in top publications. But how does Leadfeeder fit in and how can it help your salespeople?
Google Analytics tells us that referral traffic from Quora and mentions on certain high DA (Domain Authority) websites usually results in lots of conversions so that means that its high-quality traffic and we should monitor the companies that click through but don’t convert – because they are likely to be warm leads anyway.
In the screen shot below I have created a feed in Leadfeeder for Quora traffic using the “Source” filter and selecting “Quora”.
Once I know the companies that have visited I can head back to Quora and find users to connect with who work at those companies.
Generating quality sales leads from your marketing campaigns should be a top priority for any B2B company. When you are driving relevant traffic to your website it is really important that your sales team is also aware of the results. By following these instructions you should be able to arrive at more insights and ultimately more sales leads for your sales team. Let us know if you need any help setting these up or if you want more information and don’t forget to subscribe to our newsletter for more of these guides.
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