Customers encounter a variety of marketing touchpoints prior to purchasing a product or service. This can include interactions such as viewing a blog post or advertisement. But it can be difficult as a marketer to determine exactly which touchpoints are responsible for ultimately facilitating the sale. That is why the concept of marketing attribution is so important to the relationship between sales and marketing.
Marketing attribution deals with determining exactly what media and touchpoints are driving customer purchase decisions. Without keeping track of such information, evaluating the success of your marketing campaigns is extremely difficult. The inforgraphic below suggests creating a shared conversion path in which you can pinpoint the activity of visitors from inquiry to conversion, in order to facilitate accurate attribution.
The following infographic, provided by TechnologyAdvice, offers best practices for tracking leads from marketing to sales, and eventually to a conversion. Read on to learn how developing a thorough framework for lead management can be an effective method for identifying successful marketing campaigns and clear end results.
Some key points from this infographic include:
- 75% of marketers have trouble calculating ROI because they don’t know the end results of their campaigns.
- Building a shared pipeline and shared lead definitions ensures marketing and sales are working toward the same goals.
- 73% of B2B marketers say measurable results are the biggest benefit of marketing automation.
- Marketers see an average of 20% increase in sales opportunities from nurtured leads vs. non-nurtured leads.
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Let us know what you think:
- What is your strategy for tracking leads?
- Did you learn anything new from the infographic?
- Do you disagree with any of the information?
