For us, it is best to focus on growth objectives, with key performance indicators, tracking each stage of the lead and customer acquisition process:
Leads: Those who have completed a form or requested information through lead capture actions, for example webinars, events, conversion landing pages, downloads or use of trial versions. Here it is very important to filter and separate the leads that do not meet the criteria we have set, for example a company that is too small, a non-corporate email address, the organization's sector, etc.
Marketing Qualified Lead (MQL): A lead that meets the criteria to dedicate time and resources to nurturing or developing it, so that it becomes a sales qualified lead.
Sales Qualified Lead (SQL): This is a lead that is already interested in your vietnam mobile number offer, meets the criteria you have set and may become a customer once they are willing to receive more specific information about our product or service, or a demonstration.
So, instead of trying to increase the number of likes on social media, we should instead monitor the conversion rate for each channel and marketing action implemented, tracking each stage of the sales funnel: how many visitors become leads (MQL), how many of these are actually opportunities (SQL) and which of these end up becoming customers.
This will allow you to know, if you want to increase the monthly number of new clients by 10%, for example, how many opportunities, leads and visitors you would have to generate to achieve this goal.
Here it is important to highlight that we must always know the performance or return on investment , know what our cost per acquisition is for each MQL and SQL, identify if we are having a high or low performance in the case of the guideline and why this situation is occurring. To do this, the first step is to start measuring, to obtain our own averages and compare ourselves with ourselves.
Only by having a thorough understanding of the periodic performance of this data will your marketing team be able to make better decisions to improve and modify actions, and thus quickly adjust to achieve the planned results.
And since we're talking about team...
Finally, having a highly committed team is not enough to achieve good results in such a changing and competitive context. It also requires the implementation of agile methodologies that allow work focused on common objectives, eliminating possible jealousy, individual recognition and, as far as possible, bureaucratic processes.
To achieve this, it is necessary to have flexible, dynamic people who adapt quickly to changes and have the ability to continuously innovate, focusing on performance and results.
In short, if we want to improve our marketing results, we must:
Define SMART goals
Set quarterly OKRs
Associate metrics or KPIs that allow measuring business growth thanks to marketing actions
Implement agile methodologies to monitor the team
This will help us to have a clear focus and to be able to monitor and implement improvements along the way to achieve the expected results at the end of the period.