How to track lead generation in B2B?
Posted: Wed Dec 04, 2024 11:00 am
Many marketers are convinced that web analytics is about counting visits, transactions, and conversions to a landing page or eCommerce site. Which is true, but not entirely true — by using data correctly, you will have access not only to quantitative indicators — essentially, “silent” dry numbers — but also valuable information about the site’s lead generation , and therefore, ways to improve it.
But to achieve this understanding, along with “commercial” resources, you will have to monitor other channels as well.
Analytics of information resources
Measuring the online effectiveness australia telemarketing list of information sites is not easy. The typical end goal of a content marketer is to use the resource to attract new leads, or potential customers for the business. But lead generation here is not organized into a sequential funnel — like on eCommerce sites, for example, where visitors land on the resource and go through the stages of the conversion path to purchase.
Converting B2B customers requires multiple touchpoints, more personalized communication, and reach across multiple marketing channels at different stages of the funnel. And the funnel consists of three stages: brand awareness, user acquisition, and converting them into leads. Let's define each step.
1. Brand awareness management. According to the “rule of seven,” it takes seven touches to convert a visitor into a customer. True or not, you will definitely need more than one interaction with the user. The journey through the conversion funnel begins with the first encounter with the brand, which can happen on social media or a blog. You can get more detailed information about the first touch by tracking web analytics for these channels.
2. Lead Acquisition. A visitor’s overall interest in your content reflects their interest in your brand’s services. It’s important to generate this interest before the visitor becomes a “real” lead. Monitoring your leads’ activity will show you how to optimize your site to increase engagement and conversion.
3. Lead generation. Hopefully, this step doesn’t need any explanation or justification. A potential client becomes a lead when they show interest in your services in one way or another (subscription, request for a meeting, download an e-book, estimate a price, etc.)
Read also: The Most Effective Lead Generation Channels in the B2B Sector
Measuring Brand Awareness
Brand awareness is expressed in several ways. Awareness is raised through social channels or through visits to the site itself. But a complete picture of awareness levels will only emerge when all sources are combined.
To be clear, measuring brand awareness by associating it with clear metrics is very difficult. Sure, on-site interactions can be tied to conversion goals. But impressions, clicks, and social media interactions only occasionally correlate with conversion metrics. Tracking user activity off-site is difficult due to the siloed systems that store data and the number of touches required to measure on-site interactions.
So it's worth thinking about brand awareness as a funnel, with the top half being external platforms (their effectiveness is almost impossible to measure) and the bottom half being your website, interactions with which are transparent to you.
But to achieve this understanding, along with “commercial” resources, you will have to monitor other channels as well.
Analytics of information resources
Measuring the online effectiveness australia telemarketing list of information sites is not easy. The typical end goal of a content marketer is to use the resource to attract new leads, or potential customers for the business. But lead generation here is not organized into a sequential funnel — like on eCommerce sites, for example, where visitors land on the resource and go through the stages of the conversion path to purchase.
Converting B2B customers requires multiple touchpoints, more personalized communication, and reach across multiple marketing channels at different stages of the funnel. And the funnel consists of three stages: brand awareness, user acquisition, and converting them into leads. Let's define each step.
1. Brand awareness management. According to the “rule of seven,” it takes seven touches to convert a visitor into a customer. True or not, you will definitely need more than one interaction with the user. The journey through the conversion funnel begins with the first encounter with the brand, which can happen on social media or a blog. You can get more detailed information about the first touch by tracking web analytics for these channels.
2. Lead Acquisition. A visitor’s overall interest in your content reflects their interest in your brand’s services. It’s important to generate this interest before the visitor becomes a “real” lead. Monitoring your leads’ activity will show you how to optimize your site to increase engagement and conversion.
3. Lead generation. Hopefully, this step doesn’t need any explanation or justification. A potential client becomes a lead when they show interest in your services in one way or another (subscription, request for a meeting, download an e-book, estimate a price, etc.)
Read also: The Most Effective Lead Generation Channels in the B2B Sector
Measuring Brand Awareness
Brand awareness is expressed in several ways. Awareness is raised through social channels or through visits to the site itself. But a complete picture of awareness levels will only emerge when all sources are combined.
To be clear, measuring brand awareness by associating it with clear metrics is very difficult. Sure, on-site interactions can be tied to conversion goals. But impressions, clicks, and social media interactions only occasionally correlate with conversion metrics. Tracking user activity off-site is difficult due to the siloed systems that store data and the number of touches required to measure on-site interactions.
So it's worth thinking about brand awareness as a funnel, with the top half being external platforms (their effectiveness is almost impossible to measure) and the bottom half being your website, interactions with which are transparent to you.