Unlock a measurable sales pipeline
This free guide examines three vital steps to establish a measurable sales pipeline that drives repeatable, predictable sales growth.
What should you be tracking?
Now we’re led to the question: What should you be tracking at each stage? Well, again, this depends on your campaign, company, and goals.
Overall, there are a number of things that you could be tracking.
Here are a few examples given in each stage:
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Awareness
In the awareness stage, you’ll mainly be focusing on things like Facebook Lead Ads and online advertising in general. Here, You’ll want to keep track of your impressions and reach.
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Consideration
In the consideration stage of the marketing funnel, you’ll be focusing on more tactics like email marketing and retargeting. This is where a lot of nurturing will come into play, as you have to get the timing right. With the consideration stage, there are many metrics that you might want to consider tracking. For example, you may want to know how many leads requested a demo of your product or how many calls your sales team has made.
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Conversion
Conversion represents the moment when a specific goal of a marketing campaign is achieved. This is usually the sale of a specific service, but this is not always the case. For example, if a Saas may need to track, among its conversions, a Demo request or a trial of its product.
The most effective solution to full-funnel tracking
When it comes to full-funnel tracking, there are a lot of steps and stages that need to be considered. In addition to that, you always have to be on your toes and ready to adapt for the lead’s sake. But, there is an easier way to do this.
With LeadsBridge, you can seamlessly integrate your marketing tools with your favorite sales CRMs like Zendesk Sell. By doing so, you’ll be able to grab the lead as soon as they enter a new stage of the sales funnel. All this is possible simply because you will have a better visual of their overall journey, and you’ll be ready as soon as they need nurturing.
Google’s Offline Conversation Tracking and Facebook’s Conversions API are designed to help advertisers track the conversions generated through their campaigns, all while maintaining proper data privacy as described by law. The API offers businesses the ability to share exactly what data they want, which is more than Cookies offer. Combining the two (Google OCT/Conversions API + Cookies) makes for the best experience when it comes to full-funnel visibility.
LeadsBridge helps companies seamlessly connect Google and Facebook to any CRM so that you can be sure to track all your leads in great detail, all the way through the funnel. This means that at every touchpoint and at every conversion (no matter what stage of the funnel it is), you will have a better plan on exactly what you need to do to keep the lead journey going, and most importantly you have visibility on which campaigns are producing more results.
Focus on the metrics that matter
As you can see, the full-funnel tracking approach allows you to focus on metrics that are truly important to your business.
To date, it is possible to obtain these metrics by exploiting the cookies installed on your website to track what is happening at the top of the funnel, and by linking the data contained in your CRM to your advertising platforms to understand exactly which campaigns generate conversions.
Full-funnel tracking and full-funnel marketing can seem a little linear, but it comes back full-circle. Once the leads make their way through the sales funnel, you can take the time to analyze what went right and what went wrong. This will ultimately lead to better and far more effective marketing efforts.
You can learn more about LeadsBridge for Zendesk here.