If you are like most small and mid-sized businesses, your marketing efforts and lead generation strategies are diverse and distributed. Webinars, trade shows, direct mail, events, white papers, email blasts, telemarketing ... and a dab of social media mixed in.
Measuring the results of "what's working" and "what's not" is the key to optimizing your marketing spend and accelerating your return on investment (ROI). But how do we get a better understanding of what's working and what's not?
We track lots of things, including lead sources!
With email marketing specifically, many people track Opens and Clicks, which are good measurements to track, but what really matters are Leads and then Closed-Won deals.
You can have hundreds of Opens and Clicks but if you're not converting those into customers, they're not as valuable to you.
Tracking the lead source of all leads, but especially yours Closed-Won deals will help you to see which campaigns are working best for your organization. You can also assess which campaigns are not leading to any won deals and change or drop those campaigns. More to come!