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Get the Most Out of Your Analytics

Get the Most Out of Your AnalyticsWhat exactly are marketing analytics and why are they so important? First of all, marketing analytics help to put accountable numbers behind your marketing programs. By monitoring the right numbers, you can maximize ROI and ensure your marketing efforts are producing the greatest response. In turn, you’ll be able to get the most out of your analytics through applying the data to future marketing plans.

Traditionally, marketers are seen as the creative types that focus on sculpting an impactful message to drive prospect response. Recently, we’ve seen marketing analytics creep more and more into the marketers’ day-to-day routine. Why is this? Mostly this is because numbers are easily trackable and provide a means for interpreting how prospects interact with your business. Read more about bringing an analytical culture into your marketing practices here.

How to Get the Most Out of Your Analytics

 

Integrate analytics into the rest of the marketing plan.

Utilize marketing automation to track your web visitors’ activity. The data from those reports will show you which landing pages are the most effective and which CTAs your prospects are following. The tracking software will enable marketers to effortlessly integrate analytics into their daily routine and follow up with prospects, understanding where everyone stands in the funnel. A successful integration should reinforce your sales and marketing alignment. Use your marketing analytics to turn your sales funnel into data.

Interpret the data.

So now you’ve got all of this data, how will you interpret it to get the most out of your analytics? You’ll see better ROI when you’re able to more personally connect with your prospects, so a thorough understanding of their activity and interaction with your brand will help marketers get their point across effectively. Interpreting the data will also aid in sales and marketing alignment in that you’ll be able to refine your funnel, maximize the CTAs that work and cut the attempts that aren’t as fruitful. It is important to prune your data—don’t waste time analyzing data that isn’t showing results or giving actionable items.

Review regularly.

Checking the stats once a year won’t create as much of an impact and certainly won’t help you to get the most out of your analytics. Make checking the numbers regularly a habit—have the data available for monthly or quarterly marketing meetings when the whole team is present so that everyone’s on the same page. Lead Liaison has a solution for keeping an eye on visitor behavior and enables you to gather information and metrics as they happen.

Incorporating these simple steps into marketers’ day-to-day will ultimately aid in gauging new marketing initiatives. You’ll be able to monitor unique visits as well as track return visitors to keep an eye on their buying interest and ensure they are qualified appropriately. Tracking the referring sites of your visitors will also help to point out potential marketing partnerships. Use this fact-based decision-making in order to get the most out of your analytics and ultimately the most out of your current marketing practices.

How to Maximize Marketing Automation ROI with High Quality Content

How to Maximize Marketing Automation ROI with High Quality ContentHigh quality content is an essential element of modern marketing and one of the strongest factors in maximizing marketing automation ROI. Content is one of the primary ways that marketers generate, engage, and nurture leads. It is used to build brands, establish authority, attract new social media followers, and retain existing customers. All of these benefits can contribute to your marketing automation return on investment when they are effectively executed.

Here are a few tips on how to maximize your marketing automation ROI with high quality content:

Create Valuable Content

Every piece of content should provide prospective leads with real value. High-quality content will educate the reader and give them a reason to turn to your business whenever they require additional information. Basically it should be a subtle pitch that demonstrates your expertise while offering beneficial guidance. To consistently provide readers with significant value, the content must always be focused first on the concerns and needs of your typical consumers. Selling a product or service should also be the secondary focus.

Create Personalized Content

Marketing automation software generates detailed lead profiles based on a prospect’s online behavior and demographic characteristics. Utilizing the information in your lead profiles to personalize content will maximize ROI by creating a more meaningful connection with the prospect. It shows that someone is paying attention to their concerns, which will inspire loyalty and ultimately produce greater marketing automation ROI.

Create Newsworthy Content

Each article and email that is sent using marketing automation software must provide some unique and newsworthy insight. People that trust you with access to their email inbox do not want to read the same information over and over again. High-quality content that will maximize marketing automation ROI will offer original and worthwhile information that the reader doesn’t already know about your industry, product, or services.

Create Diverse Campaigns

Content includes more than just text. Every image and video can help to establish and strengthen a brand. Visual representations are more eye-catching and usually have a higher success rate than written copy on its own. You can add images to your emails and articles to grab a lead’s attention or create infographics and videos that use imagery to inform potential prospects. For additional information on creating effective video campaigns, please read How to make video marketing work for you.

Create Registration Forms

The content with the highest value should be hidden behind registration forms to obtain additional demographic information from potential leads. This will make it easier to further develop lead profiles and create more customize content. Content that is guarded by a registration form should offer a few trade secrets or particularly useful information that can’t be accessed elsewhere on your site. Individuals that fill out a registration form to access certain information will have higher expectations from the content they receive.
High quality content is a simple and proven method for maximizing marketing automation ROI. Make sure all of your content is valuable, personalized, newsworthy, and diverse. If it is particularly beneficial content, place it behind a brief registration form. All of these tips will help increase the return on your investment.

Using Marketing Automation for Transparent Campaigns

Using Marketing Automation for Transparent CampaignsMarketing automation can positively affect a company’s bottom line by creating much-needed links between investment and ROI. For CEOs, it’s more important than ever to get confirmation that marketing efforts are paying off for the company. Without the proper web tracking methodology and assets in place that calculate return on investment, marketers and their CEOs are left without a clue as to whether or not marketing budgets are really worth it. Make sure to use marketing automation for transparent campaigns.

MarketingWeek magazine recently took on the issue of how much CEOs truly trust their marketers – a dubious question that undoubtedly causes stress for both CEOs and marketing teams. You can read the article (and the very relevant and insightful comments) at  http://www.marketingweek.co.uk.

To summarize, the article suggests that 70% of CEOs surveyed earlier this summer in a project by Fournaise Marketing Group expressed a complete lack of trust in their marketing team’s ability to generate a positive ROI through their efforts. This begs the question – do these surveyed CEOs have a point, and is their dissatisfaction indicative of industry-wide views of marketers?

How Marketing Automation Makes the Difference

Accountability is the determining factor in whether a relationship between company executives and marketers is transparent enough to survive. Without some sort of measure of accountability, CEOs have no idea what their marketing teams are doing and whether the money spent results in any kind of return over the long term.

Tracking metrics is what defines that level of accountability. With solid numbers in place, even CEOs who micro-manage advertising campaigns won’t be able to deny the effectiveness or ineffectiveness of their ideas. With marketing automation, a solid set of tools that track advertising campaigns across platforms provides metrics that can’t be ignored. When CEOs and marketing teams have access to these metrics and use them to make marketing decisions, transparency is a sure thing.

Developing the Right Relationships

One of the more interesting comments on the MarketingWeek article states that if CEOs want to see the true impact marketing has on their bottom line, they should turn their marketing efforts off for a while and see what happens. We can all likely imagine that scenario and predict the outcome.

Varying factors contribute to the trust CEOs have for their marketing departments, but transparency will always be one of those key factors. Using marketing automation tools like Lead Liaison to provide transparency in cross-platform marketing efforts can make more difference than you think. Not only does the right marketing automation company save money – it can repair a spotty relationship between departments.

Visit Lead Liaison today to find out how transparent your marketing efforts can be!

The Real ROI achieved from Marketing Automation

Real ROI from marketing automationMarketing automation is gaining in popularity among big businesses, but is it really worth the investment? What’s the real ROI from marketing automation?

Absolutely! Anytime a traditional system is changed from manual to automated, it increases efficiency and enhances its capabilities. Automation significantly reduces labor expenses while increasing the total volume of leads generated, since more can be achieved in less time. In today’s highly competitive and fast-paced marketplace, most time saving solutions are worth the investment. Let’s talk about the real ROI achieved from marketing automation.

Marketing automation uses software to automatically generate leads based on online activity. Every visitor on a site is a potential consumer and the only way to effectively track each of these visitors is by using an automated program. Every lead also leaves their own unique trail of evidence in regards to their purchasing potential. The manual labor that requires tracking and profiling every visitor’s behavior and characteristics would be astronomical, especially if the website generated a high volume of website traffic.

Being able to quickly capture leads and generate useful profiles on every lead is one of the real ways marketing automation is able to achieve ROI. Lead profiles can be used to categorize each lead into segments based on similar attributes. Rather than focus on thousands of individual leads, a company can focus on groups of related leads.

Another way to measure the true value of marketing automation comes from how these profiles can then be used to nurture and convert each lead into a sale. Marketing automation efforts should always be aligned with a personalized lead nurturing campaign. Content used to persuade each lead should be targeted to a particular concern or interest of a various lead segment.

For example, if automation software has established that a group of leads have all visited the site’s “do it yourself home renovation” page. These leads can then be targeted with helpful articles on how to successfully complete a home renovation project on your own.

Being able to tap into a lead’s needs is a priceless ROI and it is a direct result of effective marketing automation. The more a company can connect and develop trust with the lead, the more likely the lead will become a life-long customer.

Another ROI factor worth mentioning about marketing automation is its ability to produce higher quality leads. Marketers are only handing over leads that are truly interested and ready-to-buy. This pre-screening process will use the sales team’s time more efficiently. Since every lead is first profiled, nurtured, and scored before the sales team is involved, they are closer to being ready to make a decision.

Marketing automation is popular because it works. Big businesses benefit from a reduction in labor expenses, stronger lead profiles, a more personalized approach to lead nurturing, and a higher lead conversion rate. The ROI for marketing automation is certainly worth the investment.

10 Ways to Improve Email Marketing ROI

Improve Email Marketing ROIEmail marketing can certainly boost your sales effectiveness. However, email campaigns can drag down your marketing ROI if the execution is flawed. Here are ten ways to improve email marketing ROI.

Clean Lists

Though B2B email list buying is not always the best way to go,  if you do purchase lists make sure the lists are “clean”. Studies have shown that on average over 20% of list records are not delivered. And ISP mail servers can prevent your domain from future messaging if your emails are repeatedly sent to invalid addresses. Random address checks can help determine if your lists are worth the money paid.

Chase Ambulances

With the digital footprints that can be seen today, there is plenty of data that can be used to target email recipients. For example, if a company recently leased new space and your business sells office furniture, a friendly email campaign saying “congratulations!” and offering discounted items can prompt a conversion.

Deploy Videos

Video marketing has skyrocketed for a reason. A 2012 study by Experian Marketing Services revealed that embedded video increased conversion rates by 21% for companies surveyed. In addition, CTR rates improved 7% to 13% by simply including “video” in the subject line for video messages.

Use Analytics

From video analytics to CTR, the data available through reporting programs is staggering. You can examine response rates, engagement duration, and message timing. Marketing automation programs, such as our Lead Management Automation™ platform, provide analytics that can be used to improve messaging, targeting, and timing.

 Go Mobile

Email messages should be designed to be easily viewed via mobile devices if you hope to compete. Email is often the preferred choice of marketers over SMS and IM (though each has their place in a robust marketing strategy) because it is less costly and easier to analyze. Plus, email can be sent to multiple recipients at a lower cost than text messages.

Combine Email and SMM

Email marketing provides a great partner channel with social media marketing. Through email integration with social media ROI from both channels can be improved. Email subscribers can easily share content, offers, and other information. Using Facebook or Twitter to provide email opt-in opportunities can be effective as well.

Make Landing Pages Convert

If your email recipients are routed to ineffective landing pages, your ROI drops. Even with solid CTR numbers, if your landing page cannot convert, the email was wasted. Align landing page copy with the email message but also provide more “meat”. A landing page visit should not simply rehash the email; provide an additional offer or include additional reasons to buy. Above all, make sure the landing page offers something substantial in exchange for the click-through.

Target Behavior

Frequent buyers should receive emails that encourage brand loyalty and repeat purchases. Email can also provide a feedback mechanism that allows customers to easily respond to customer satisfaction surveys. Take the time to analyze activities that have resulted from previous campaigns and implement messages that trigger similar behavior in subsequent campaigns.

Get Them Back to the Cart

Email can be used to target customers who abandoned ecommerce shopping carts during a site visit. An email message with a time-sensitive discount can be an effective way of resuscitating a pending purchase.

Avoid Being a Spammer

According to the February 2013 Symantec Intelligence Report, spam, phishing, and malware events have all decreased; however, spam still accounts for just over 64% of all email sent. Do everything possible to send “clean” emails so your company is not targeted as a spammer.

Landing Page Improvements, Bounce Rate and ROI

Landing Page ImprovementsKISSmetrics has a great article and infographic discussing the particulars of bounce rates by industry. Average industry bounce rates are at about 40.5%, while lead gen websites can expect a 30-50% bounce rate. Service and retail sites rank in at about 10-40%, while one page sites exist simply to gather info or as a cart tend to have a higher bounce rate – 70-90%.

What Is Bounce Rate?

If it sounds like we’re speaking Greek, it’s time to get in the know about your bounce rates. A bounce rate refers to the number of viewers who visit your site, then leave without looking at any further pages or taking any further action on your website. Bounce rate is one of the top ways you can assess landing page improvements. Once you make these improvements, you can bring in a wealth of new web leads. You can find your bounce rate by taking a look at any analytics tracking platform (might we suggest Lead Liaison’s stellar lead management software for this?).

Knowing your bounce rate is important because the higher the bounce rate, the more you’ll be able to get an idea of the necessary landing page improvements. Modifying landing pages is a good way to ensure your customers:

  • Know what you have to offer
  • Understand the value proposition of your services
  • Can get in touch with you multiple ways if needed
  • Will leave valuable information you can use to get the customer into your funnel

If your landing pages aren’t doing any of these things, you’ll see your bounce rates increase. Landing page improvements can keep people looking through your site for more information about your company, which better increases the chance they’ll engage.

Landing Page Improvements

Landing page tracking will show you what areas of your page need improvements. Some areas you might need to focus on:

  • Header. The top of your site should feature your logo and contact information. If users land on your page and aren’t sure what to do, they’ll bounce. Try to develop a common look and feel to your landing pages which provides visitors with “familiar territory”.  Consistency is good thing with your landing pages. Use Lead Liaison’s landing page builder to easily create templates, just like you would with a PowerPoint slide.
  • About your company. You’d be surprised how many companies leave this out – even on their homepage! Immediately tell your users who you are and why you’re the best at what you do.
  • Offer. Landing page improvements should focus around what you’re offering and what you’re looking to get from your customer. For instance, if you’re offering an eBook in exchange for an email address, make sure the sign up form is above the fold of your page.
  • Structure. Users are used to seeing crisp-looking professional pages that are well-put together. A graphic or video that highlights your service followed by more about your company and the offering should all be showcased above the fold of the page. Most users read from left to right- just like a book – so it’s good to give users a visual or text representation of who you are followed by a call to action (e.g. fill out our form, watch our video, etc.). If you’re interested in placing a video on your landing page then Lead Liaison’s landing page builder can help you drag/drop YouTube videos or other flash content directly on your page.

If you see your bounce rates are higher than industry standard for certain pages – particularly your landing pages – make the recommended landing page improvements and watch to see if your bounce rate decreases over time.

Landing page improvement tracking is best measured through landing page ROI. If you’re not sure your landing pages are getting you the best possible ROI, Lead Liaison can help! Our suite of solutions can help you assess whether your landing pages are performing as needed. Bounce rate assessment is an important part of that info. We’d love to hook you up with effective landing page ROI solutions today!

Calculating Email Marketing ROI: How it Works

Email Marketing ROIAccording to the most recent Direct Marketing Association Power of Direct Marketing report, in 2011 calculating email marketing ROI returned $40.56 for every dollar spent. This blew away other touch points including:

  • Search engine – $22.24
  • Desktop display ads – $19.72
  • Mobile display ads – $10.51
  • Catalogs – $7.30

EmailStatCenter.com revealed in its 2010 Compensation & Resources Study that “70% of email marketers say they don’t have enough staff to prove (email marketing) ROI”. In addition, ClickZ claims that “44% of email marketers measure their email program using ‘customer engagement’ as a yardstick”.

It should be no surprise that email is among the most popular marketing channels available. If you’re not using email as a marketing tool, you should. But it’s not all about blasting messages and engaging respondents. The metrics should support your campaigns or money is being lost. So how do you determine the return on investment? Let’s take a look.

Email Campaign Results

The first step is to input data from your completed campaign into a formula. There are some online calculators that will compute the results for you. When you are examining your email campaign results a few of the generally accepted data points to include are

  • Number of email records (total list count)
  • Response rate (% of responses against total blast)
  • Conversion rate (% of respondents who purchased)
  • Unique buyers (first-time purchasers)
  • Average profit per sale
  • Campaign costs
    • Creating message (in house or contracted)
    • Delivery (Constant Contact, etc.)
    • Analytics (reporting and analysis costs)

Analyze Email Campaign Results

The next step is to review the results each campaign. Each company may use different metrics to judge the success or failure of a campaign, but some of the critical data points include

  • Number of responses (total opens, click-throughs, replies)
  • Number of buyers (Web purchases via landing pages or site links)
  • Cost per response (total dollars  responses)
  • Cost per buyer (total dollars  buyers)
  • Cost per first-time purchaser (total dollars  new buyers)
  • Cost per address (total dollars  total records)
  • Total profit from campaign

Keep in mind that ROI should not be calculated until a sufficient period of time has passed to allow for purchases to take place (up to 60 days following a campaign). Multi-release campaigns require a longer window to more accurately determine cost per purchase.

As with any business cost center, email marketing should be examined to ensure that marketing dollars are being well spent. ROI from lead nurturing email campaigns requires some different computations but is just as important as determining ROI from a direct marketing email campaign. Although email is not the holy grail of marketing avenues, statistics show a significant bang for the buck. The key is to keep track of the bang from each buck.

Let us know if you have other metrics you use for measuring your email marketing ROI. For more automated marketing strategies talk with a Lead Liaison account representative today!

Should You Invest in Lead Nurturing?

Even in today’s competitive B2B environment, there are still some executives wondering if they should invest in lead nurturing. Let’s take a look at why lead nurturing should be incorporated into your lead management strategy.

Research done in 2012 reveals that nurturing leads increases sales opportunities 20% over non-nurtured leads. Another 2012 study shows that an effective lead nurturing strategy can:

  • Increase sales-ready leads by at least 50%
  • Reduce cost per lead by an average of 33%
  • Lower ignored or discarded leads from 80% to as low as 25%
  • Increase sales quota achievement by 9%
  • Reduce “no decisions” by 6%

So operational returns can be improved significantly, but what about financial returns?

Calculating ROI

There are several options when calculating a return on your lead nurturing investment. As an example, let’s use the number of leads converting from a prospect status to sales-ready lead in the sales funnel, with and without nurturing. Using a database of 1,000 existing leads, let’s assume a non-nurtured conversion rate of 5% – or 50 sales-ready leads. Next, estimate a reasonable increase in conversion from lead nurturing activities of 2.5x the existing conversion rate (Industry analysts suggest using an average increase of 2.0-3.0 times non-nurtured leads). Then multiply the non-nurtured conversions (50) by the nurturing conversion rate (2.5), which results in 125. This is an increase of 75 sales-ready leads.

Now, if you’re monthly marketing budget is $10,000, with 10% devoted to lead nurturing, you’ll spend $1,000 for lead nurturing activities. Divide that amount by the total new sales-ready leads (1000/125); this will give you an average cost per lead of $8.

If your average sales amount is $50 per close then your cost per lead is 16% of sales. Not a bad return.

Compare that result to the cost per lead without nurturing. If your budget is $10,000 to convert 50 sales-ready leads, then the cost per lead would be $20.00. By nurturing leads toward a sales engagement, your total cost per lead decreases by 60%!

By incorporating Lead Liaison’s proven lead nurturing strategies, you can boost your marketing results and decrease your cost per lead. Find out how – contact a Lead Liaison representative today!

The Business Case for Revenue Generation Software

Business Case for Revenue Generation SoftwareMaking a business case to your management team for Revenue Generation Software is not difficult to do as long as you’ve got the right information in hand. When presenting your business case we suggest sticking to the following outline:

1. Highlight Problem Areas
2. Show ROI
3. Advocate new marketing strategies

Keep your justification brief and be ready to drill down into specifics if asked. Let’s highlight some data points for each of the aforementioned areas to help you strengthen your business case for Revenue Generation Software:

Problem Areas

Many B2B marketing authorities have studied the lead management automation (LMA) and/or marketing automation industry. Here are some important facts that expose deficiencies in most B2B companies:

• Only 3-5% of new lead inquiries are “sales-ready”
• 70-80% of the other inquiries are latent demand that will buy within 2 years, but are typically lost, ignored or discarded by sales
• 73% of companies have no process for revisiting leads leaving databases to become “stale”
• 80% of marketers send unqualified leads on to sales
• 90% of marketing deliverables are not used by sales
• 90% of website visitors don’t identify themselves
• 87 out of 100 deals are left behind by sales
• It takes 7 to 9 proactive communications to gain a B2B decision-makers attention
• 30% of sales reps turnover each year, 7 months to ramp up

Consider the points above and assess whether or not your company faces these challenges.

Show ROI

Best-in-class sales and marketing teams generate 4x more closed deals than average teams using the same pool of leads. Closing 4X more deals will surely be an eye-opener for any manager or executive. In addition to a hard-ROI it’s important to highlight the soft-ROI. In other words, how else will revenue generation software positively influence your organization’s people, products and process?

ROI for Marketers

• Gigantic productivity boost for marketing. Marketers no longer have to run campaigns manually; they can automate them and schedule them in advance. Marketers can create more campaigns with fewer resources while delivering more, higher qualified leads to their sales team. Finally, marketing can respond more quickly and push out new campaigns at a rapid pace with drag/drop tools that simplify campaign creation without having to lean on IT for support.
• Marketers will keep their business one step ahead of their competition and claim the majority of a prospects mind-share using state-of-the-art technology that intelligently automates and improves processes. Leave no lead left behind and distance your company from its competitors.
• Marketers will get more out of their campaigns. Revenue Generation Software allows marketers to better track and measure metrics that help them tweak and tune performance of marketing campaigns. Campaign response rates usually double when Revenue Generation Software is used to drive campaigns.

Marketers aren’t the only people that directly benefit from using Revenue Generation Software. Sales people reap reward as well. Here are some highlights of how Revenue Generation Software will help your sales team:

ROI for Sales

• Sales people will get more information about their leads. Sales will better understand a prospect’s interest, past behaviors and overall interaction with your company.
• Sales will receive more qualified leads. Revenue Generation Software uses automated technology to qualify leads using company-specific criteria that’s unique to your business.
• Like marketing, sales will also see a gigantic productivity boost. Instead of getting a pile of business cards, an excel spreadsheet or CRM view of a bunch of “leads” from marketing (what sales people would call “contacts”), sales gets quick access to prioritized leads sorted by qualification criteria. Additionally, sales people get real-time alerts when their favorite lead or company visits your website.

Sales and marketing will benefit individually and especially as a whole. It’s not uncommon for sales and marketing teams to be disconnected and think independently. Unfortunately, prospects and customers suffer from disparate sales and marketing processes as communication breaks down. Through the implementation of Revenue Generation Software sales and marketers will naturally become more aligned. Your sales and marketing teams will experience:

ROI for Sales and Marketing Teams Together

• A common view of the company’s revenue cycle. A revenue cycle is a combination of a marketing funnel with the sales funnel. As B2B buyers change, marketing is able to make greater contributions to company revenue garnering closer alignment between organizations.
• Improved marketing and sales productivity along with stronger top line growth.
• A collective understanding of how to improve marketing campaigns, track leads, measure results, improve data quality and nurture leads through the funnel.

New Marketing Strategies

While making the business case for Revenue Generation Software it’s important to highlight how the software will help you hit your current goals give to you by your manager. It’s equally important to highlight what marketing automation will add to your marketing bag of tricks. Here are a few ideas to get you thinking:

• Lead nurturing which increases communication with contacts in your database by sending them timely and relevant information to build relationships and progress them through your funnel.
• Monitoring website behavior which keeps a digital trail of information as prospects fill out forms, visit web pages, use keywords to search for your business and make return visits.
• Lead qualification using lead scoring to assign numerical values to leads that meet your qualification criteria helping to prioritize who is hot and who is not.
• Improved content creation strategies with the use of WYSIWYG editors and templates to build marketing emails. Also, drag/drop tools to build web forms and landing pages. These marketing tools are easy to use and don’t require additional 3rd party resources or IT – which saves companies money.

Building a Hard ROI

The below information is helpful when building a “soft” ROI to support a “hard” ROI (financials). Want to go a step further and build a hard ROI demonstrating financial return? We’ve got lots of experience doing just that! Contact us if you’d like a copy of our model and formulas which will help you build your business case for revenue generation software.

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Increase ROI of Inbound Marketing

Increase ROI of Inbound MarketingWe recently had a meeting with one of our prospects who told us they do no outbound marketing (or “push marketing”) and focus solely on inbound marketing. At first, they said they didn’t need Lead Liaison because they don’t do outbound marketing. They couldn’t be more wrong. Coincidentally, if you’re only doing inbound marketing you can’t afford to not have Lead Liaison. This meeting as well as the overall public debate on inbound marketing vs outbound marketing sparked a discussion internally on how to increase ROI of inbound marketing using Lead Liaison’s revenue generation software. We documented some of these reasons for you, enjoy!

Using technology to increase ROI of inbound marketing

Lead Liaison provides a revenue generation platform that boosts ROI of inbound marketing. Here’s a list of how our solutions can help you:

Lead tracking

As prospects find you as a result of your SEO, content and social media strategies (three core components of inbound marketing) they’ll eventually find their way back to your website. Lead tracking technology identifies the name of the business visiting your website along with business intelligence information (revenue, location, description, etc.), telling sales when someone is interested – all in real time. Lead tracking also records a website visitor’s online behavior including pages viewed and keywords used in searches to help sales and marketers understand what prospects care about.

Content creation

Revenue generation software helps marketers spin up new landing pages and web forms in minutes. Instead of relying on HTML programming or IT support, marketers create professional looking landing pages and web forms using a visual designer. The visual designer is similar to PowerPoint and uses drag and drop technology to construct content. Generous use of landing pages and web forms is typically a good thing. It’s common to create a landing page with a web form for each new content area or content piece in your marketing library. Doing so will increase the probability of capturing leads and increase ROI of inbound marketing.

Database segmentation

As an alternative to buying purchased lists or list rentals, which typically offer ROIs in the 1% – 2% range, marketers can leverage technology and their own internally developed database to increase ROI of inbound marketing. Outbound marketing typically implies buying large lists and sending out generic, non-personal email blasts. Using database segmentation marketers can “carve out” specific sections of their database to deliver optimized content relevant to prospects interests.

Lead nurturing

As new prospects discover you via your inbound marketing techniques, revenue generation software will help you nurture your leads. Lead nurturing delivers consistent communications to your new-found leads based on the prospects interests, demographics, and lifetime interaction with your marketing content. Recycling and nurturing your database will increase ROI of inbound marketing by lowering investments in inbound marketing as highly qualified leads never fall through the funnel or get left behind.

Lead qualification

A growing investment in inbound marketing probably means a growing number of inbound leads. Lead qualification, sometimes referred to as lead nurturing, uses technology to automatically score leads and identify who’s hot and who’s not. Lead scoring helps sales prioritize time effectively.

Emphasizing inbound marketing over outbound marketing while leveraging revenue generation software will shorten sales, produce higher quality leads, and improve organizational efficiency.

See our post on inbound marketing vs outbound marketing for a more thorough comparison between the two marketing strategies.

We welcome your feedback, comments and suggestions. How do you feel revenue generation software can help your inbound marketing efforts?

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