Converting Leads to Customers
How many inquiries should we expect to obtain to create one sale?
100
What is one of the most critical steps for developing a healthy lead pipeline?
Ensuring leads are properly qualified before sales handoff.
Name 2 of the areas we need to improve so we can have a productive lead pipeline?
Better tracking of content
A way to understand when a lead is willing to advocate for us
Better activity tracking across all platforms
A way to effectively communicate the needs/interest/activities a lead engaged in
How many leads should we target to be generated by marketing activities to strive for higher conversion rates?
40%
On average, how many criteria were used in lead scoring?
4.2
What is one piece of information we need to track for our content?
How it is correlated to presents/bookings/orders
How was the lead exposed to the content
How many leads, on average, are passed from one stage of the pipeline to the next?
44%
Name at least 2 criteria for lead scoring to increase conversion rates?
Engagement with content correlated to converted sales
Willingness to advocate
Authority
Budget
Ability to achieve consensus
What is one way we might be able to understand when a lead is willing to advocate for us?
Specific content written with advocacy messaging and CTAs
Surveys
Other insights of activities from industry leaders
Campaigns aimed at what type of message should we create to increase our conversion rate?
Teaching customers about industry or business.
What is the best type of content for a lead to interact with?
One that has a known correlation with previous conversions.
What is one of the improvements to activity tracking we need to make?
Website pages categorized for customer's interests
Insights into lead's SM activity/interactions
Linking practices to track exposure source for content
What are our 2 biggest focus areas for increasing our conversion rate?
Building automated systems to "cast a wider net" and expose more people to our content.
Reset expectations on when/what leads are ready for sales interaction.
What is the major improvement we need for lead sources?
Better classification and tracking where a lead was directed to content from.
What is one of the most important pieces of information we need to provide to sales to enable them to improve the effectiveness of their interactions with leads?
The leads previous activities/interests/needs collected from their interactions with our platforms