Defining and identifying marketing qualified leads (MQLs) is the catalyst for all marketing efforts. In this piece, we’ll explore what an MQL is, how they can be qualified, the relationship between MQLs and SQLs (sales-qualified leads), and how MQLs can help show return on investment (ROI).
What is a marketing-qualified lead?
A marketing-qualified lead is a prospect who has expressed a certain level of interest in your company’s products or services.
If we think of the classic sales funnel — with top-of-funnel being those who have never heard of your company before and bottom-of-funnel those who are about to purchase from you — MQLs are roughly halfway along.
MQLs have all interacted with your brand in some way, shape, or form — be it by downloading a whitepaper, attending a webinar, or adding items to your ecommerce store’s basket. These actions indicate that they’ve taken the very first steps to becoming a customer.
Once a prospect has been identified as a lead, it’s the marketing team’s job to appropriately nurture them — leading them further down the funnel until they become an MQL, and can be passed over to sales.
At that point, the sales team come in and close the deal. In general, MQLs become SQLs, but we’ll cover that in more detail later on.
There’s often a quid pro quo exchange when prospects become MQLs. In most cases, they agree to give you their details — email address, company (if applicable), phone number, etc. In return they get something of value, like a piece of content that addresses one of their pain points, or problem solves for them.
How to define marketing-qualified leads
Your lead generation process might not be too fine-tuned — it might focus more on generating as many leads as possible rather than necessarily generating the right type of leads. Typically marketers try to cast as wide a net as possible to build out a lead database, and then dial in with targeted outreach (nurture campaigns, email programs, content campaigns), to try to turn those leads into MQLs.
Because of this, all leads that come in have to be qualified before you begin marketing to them. The initial step to qualifying a lead is seeing whether they match certain demographic criteria.
For example, are they from your target region? Do they have a pain-point that your products can solve? If the answer is yes, and if they’ve demonstrated an interest in your company, then they’re ready to be nurtured by the marketing team.
There are no set criteria for classifying an MQL — it totally depends from business to business. However, what’s certain is that the sales and marketing teams need to work together closely when identifying MQLs and SQLs.
Marketing and sales need to decide how warm a lead should be before it converts from being an MQL into an SQL. Too cold, and hard sales tactics may end up putting the customer off. If they’re too warm for too long, and marketing doesn’t pass them over to sales, they may lose interest and opt to do business with a competitor instead.
Lead scoring has a key role to play in this process. Each lead that comes in should have their own numerical score indicating their position in the buyer’s journey. The higher the score, the closer they are to purchasing.
When a lead performs a certain action — be it clicking through on a marketing email, signing up for a webinar, or requesting a demo — a certain amount of points are added to their score. And once they reach a certain score (indicating a high level of interest in your company) they then become an SQL and are passed over to sales.
Bear in mind though that lead scoring (and qualification more generally) doesn’t have to be manual. Using a piece of marketing automation technology will make this whole process far easier and more efficient.
But first off, what are the key things to look for when defining what makes an MQL?
1) Customer history
In general, the first thing you should do is look at historical customer data. Once you know how previous customers behaved prior to purchasing, you can more easily predict which of your current leads will become buyers.
See if any key trends keep on cropping up when analyzing previous customers’ buying journeys. To make this analysis as accurate as possible, it’s best to use an attribution model.
If you’re lucky, a strong trend may well emerge when looking at previous customers. Perhaps the majority visited your website’s pricing page before signing up to receive email alerts, or clicked through 5 of your marketing outreach emails, before requesting a demo, and finally purchasing.
In this case, you have a nice and simple buyer’s journey to form the basis of your lead scoring — and lead qualification — process.
2) Target personas
Once you’ve reviewed your customer history, it’s now time to firm up on your buyer personas. What sort of people buy your products? Are there typical demographic factors that you need to take into account?
If you are a CRM provider, it’s not very valuable to focus all your energy on selling to a sales executive. Not only are they probably too junior to make buying decisions for their company, but it’s probably also not their area of expertise.
In this case, it’s probably best to immediately disqualify the lead — they’re never going to buy, so you’re just wasting your time pursuing them. Just because that particular prospect is not the right fit for your company, doesn’t mean you want to disqualify the entire company, so you might hunt down someone that has a more targeted job title, or a better fit for you. For example, if you see a CMO engaging with your brand, s/he should probably receive more attention from your marketing team.
Location is another key demographic factor. Say you’re a B2C company that sells handmade shoes to Europe and North America — this means that you can easily disqualify any prospects who are based in Asia, Africa, or elsewhere.
Whilst these examples are overly simplistic, the takeaways are the same across lead qualifications models. They’re the key things that you need to be thinking about when defining who constitutes an MQL. Just because someone shows an interest in your company doesn’t mean that they’re your ideal customer.
While it can sometimes feel painful to disqualify a “lead”, it’ll save you time and hassle further down the line.
3) Speak to your sales team
Make sure you receive as much feedback as possible from your sales team. Who do they find easiest to sell to? Why? And who’s hardest to sell to?
Your sales team directly interacts with your company’s prospects every day, so they have a wealth of invaluable insights that you should take on board. Marketing and sales shouldn’t lock horns or see each other as competition — instead, they need to facilitate one another.
Ask your sales team to make a conscious effort to glean feedback from each and every prospect. How did they come across your company? What in particular made them want to purchase your goods? How did your company differentiate itself from the competition?
As well as giving you feedback from the prospects themselves, your sales team will also give you feedback on their experience interacting with them.
After all, it’s marketing’s job to enable sales to help them close more deals. Ask your sales team if there are any content pieces they need that might help them. White papers, email templates, call scripts, data sheets, etc. are all tools marketing can deliver to help sales win more.
One common problem is that MQLs are qualified as SQLs too early on in the funnel. While this may make the marketing team feel good, if these prospects aren’t yet ready to purchase then it’s pointless.
By pitching too hard, too early, you may well end up putting the customer off — and damaging the company’s bottom line in the process.
4) Tinker away
Defining an MQL is an ongoing process — if the sales team is ever unhappy with the leads they’re being given, then that means you’ve incorrectly qualified them.
It’s unlikely that you get the qualifying criteria spot on the first time around. However, the more you learn about your customers’ buying journey, the tighter you can make your target personas. The more feedback you get from your sales team, the closer you’ll come to hitting the mark.
Why is it so important to define MQLs?
Correct lead qualification will save your organization time, make your marketing efforts more productive, and ultimately improve your bottom line by converting more prospects into customers.
Lead qualification ought to occur very early on the pipeline. By doing this as soon as a new lead comes in, you can quickly work out whether they’re worth your attention (i.e. qualifiable) or if they’re unlikely to ever purchase.
Plus, qualifying at the beginning stage of the buyer’s journey is a great way to personalize your marketing and sales approach. Not all leads are created equal — for example, if you have a really hot lead come in then you’re better off passing them over to sales sooner rather than later.
Likewise, you don’t want to adopt a hard sales approach if a prospect is only slightly interested in your company.
How many SQLs come through each week without first having been MQLs? How many potential customers sign up for a demo or get in touch directly with a sales representative?
For most businesses, this number is pretty low. However, many more people are still interested in your products — but they just aren’t yet ready to purchase. Maybe they’ve been on your website, clicked through on a few of your ads, but are still unsure about your offerings.
In these instances, you don’t want to scare off prospects by treating them like true SQLs. There’s nothing more annoying than being bombarded constantly with sales emails from a company that you haven’t even bought from yet.
By immediately identifying them as MQLs as soon as they come in, you can start to plan a more subtle approach to converting them.
In short, without properly identifying MQLs, you’d end up wasting time and energy marketing to prospects who have no need or desire to purchase your product — or you’d prematurely send all prospects to your sales team (and risk putting them off). Perhaps more importantly, you’ll be creating an environment where sales does not value the leads that marketing is passing over.
How defining an MQL helps show ROI
Certain aspects of marketing — such as brand awareness and brand reputation — rest on intangible metrics. It’s hard to assess awareness and reputation, so you’re left second-guessing the ROI of your efforts.
When marketers identify MQLs, however, it gives them a tangible metric (and goal) on which to judge their efforts.
For example, the marketing team might be given a budget of $1 million for a single quarter. Their performance for that period will then be assessed on both the number of MQLs they generate with that budget, and the percentage of MQLs that become SQLs.
When it comes to the next quarter, the marketing team’s budget going forward will depend on the ROI of their efforts to date.
This obviously isn’t the whole story. Perhaps only a small number of leads that you passed over to sales become customers and so you need to tinker with your definition of an MQL.
However, having a solid definition of what success looks like is critical. What does an MQL look like? And at what stage of the funnel should they then become an SQL?
How many MQLs does your organization need to generate?
There’s no simple answer to this — it totally depends on your industry, the quality of your products, the competition, and the skill of your sales team. In essence, you need to create enough MQLs to turn into SQLs, which sales will then hopefully turn into customers.
To work this figure out, look at your historic conversion rate between MQLs and SQLs. Then, look at the drop-off rate between SQLs and customers. Whilst you should always be refining your processes in order to reduce the number of drop-offs, this historic ratio should give you a good idea as to how many MQLs you need to generate.
Remember, though, that this will require continuous work and tinkering on your part — if the sales team is having difficulty converting MQLs that have been passed over to them as SQLs, then you need to change your MQL criteria. As with all things digital marketing, it’s a constantly evolving process.
More than 60% of Google’s search engine traffic came from mobile devices through the first six months of 2019, as more and more consumers moved their online purchasing journeys from desktop to mobile.
For small business owners and digital marketers, call-only ads and call extensions are effective ways to capitalize on this trend, improve mobile conversion rates, and drive sales by reaching potential customers further into the sales funnel.
So how do you do that for your business? To begin with, let’s go over the basics.
What is a call-only ad?
Call-only ads are a type of search ad that only display on devices that can make phone calls. These ads appear above or below the organic search results when a user enters a query with a search term you’ve won at auction.
When a user clicks on a call-only ad, their mobile device automatically dials the phone number to your business—all they have to do is tap the send button to make the call. This happens no matter where on the ad the user clicks.
Call-only ads include your phone number, the name of your business, a display-only URL, and a brief description of your business. Some optional ad extensions can also be added.
What’s the difference between call-only ads vs call extensions?
Call-only ads only do one thing, no matter where the user clicks: dial the number to your business. Text ads with call extensions may do a variety of different things in addition to dialing your number, depending on where you click.
Both call-only ads and text ads can include ad extensions. Ad extensions are optional components you can include in your ad to communicate additional information.
Call extensions are a specific type of ad extension that can be included as part of a text ad.
The text ad may be configured to display on both desktop and mobile devices, but the call extension will only show up when the ad is being displayed on call-enabled devices.
Text ads always include a headline, a short description of your business, and a display URL; every text ad contains at least one component that links to a landing page somewhere on the web. Like call-only ads, when a user clicks on a call extension, the dialer on their device opens up and dials the number to your business. They must hit send to initiate the call.
The key difference here is that call extensions are not the only place on the ad that a user can click. If a user clicks the headline, for instance, they’ll be linked to your website. If you’ve got a location extension in the ad, they can click your address, which might open Google maps.
In contrast, Call-only ads do only and exactly what you’d expect: calls are the only action a user can take.
Why call campaigns?
Calls, as a type of interaction, are more valuable than clicks or impressions, and are likewise more expensive. Unlike the cost-per-click (CPC) or cost-per-mille (CPM) models that are common metrics when bidding for text and display ads, you’ll be bidding on the value of a phone call for calls-only campaigns. What makes them more valuable and why does it make sense to lay out the extra dough for calls?
For one thing, calls-only ads remove the leakiest part of the conversion funnel.
The conversion funnel for desktop users goes like this: view ad > click ad > arrive at landing page > lead captured. The third step of that flow—when users reach your website—is the point at which you’re most likely to lose people, according to WordStream.
Call-only ads remove that step all together and create a shorter, more efficient conversion funnel: view ad > call business > lead captured.
Choosing between call-only ads vs call extensions
While phone calls are more valuable than website traffic in a vacuum, every marketing decision should be made within the context of individual campaigns. And like any tactic in your campaign toolbox, call-only ads and call extensions should be deployed in ways that best align with your business goals.
Call extensions are useful for when you want to make it easy for people to call you, but you’d like to give them the opportunity to visit your website as well. Call-only ads are best used when your highest priority is getting people on the phone.
Here are two examples that highlight the difference.
Case Study #1: Call extensions
Let’s say you’re marketing a restaurant that specializes in cheese sandwiches. You’ve decided to bid on the search term “best cheese sandwiches near me,” and you’ve won your auction, so your ad will enjoy premium placement above organic cheese sandwich search results.
You know that 81% of smartphone owners use their devices to find restaurants, so you’ve decided to display your search ads on mobile. You want to attract customers, and calls convert at a higher rate. However, you choose to run a text ad with a call extension instead of a calls-only ad. Why?
Phone calls are good for business, and you want people who are ready to order to be able to skip your landing page and dial right away. However, the margins in the cheese sandwich biz are thinner than a sliver of parmesan on a caesar salad, and you don’t have much staff to field phone calls.
To minimize the time your employees spend taking phone orders, you’d like people to know what they want before they call, perhaps by visiting your website to check out your menu. In fact, you’ve recently set up an online ordering system that makes your business run more efficiently than ever, and even though you still value phone calls, your ideal world would be one in which every customer orders online. In this case, text ads with call extensions are a Gouda idea.
Case Study #2: Call-only ads
In our second example, your business sells life insurance (you never know when one might choke on a cheese sandwich). You know that people usually spend a lot of time researching online before making a purchase decision, and you want to target users that are further into the conversion funnel, once they’ve narrowed down their choices. Furthermore, getting and keeping people on the phone is the least difficult inbound sales task. You target a keyword you think will attract the right audience, win the auction, and choose a calls-only campaign.
Your customers have a lot of specific, personal questions they want answered before pulling the trigger on a policy, the type of questions that are complicated and difficult to answer on a website. Given that what you’re selling is a significant, long-term investment, people generally want personal treatment. Plus, you’ve got a large, well-trained, and motivated sales team (they work on commission, after all), who are terrific at closing the deal once they get a potential customer on the line.
Rather than risk leaking away leads from your landing page, your main goal is to get people on the phone with an agent. In this case, a calls-only ad would insure that you’re optimizing your mobile conversion rates.
Creating a call extension
- Select the dropdown arrow of the Extensions tab and choose Call extensions
- Select the + Call extensions button and enter properties for the call extension
- Select which Campaigns and Ad Groups you want to display the call extension
Creating a call-only ad
- In your Google Ads account, click Ads & Extensions
- Click Ads, then select the + button
- Select Call-only ad
- Click Select an ad group and choose which ad group you want
From here, enter the following for your call-only ad:
- Two headlines (optional, but recommended)
- Your business name and phone number (required)
- Two descriptions (the second description is optional)
- Your display URL and verification URL (optional)
How to set up calls-only ads for success
Google offers a complete guide for setting up a calls-only campaign. Follow the tips below to fully leverage your calls-only ads and optimize your mobile conversion rate.
1. Set up advanced call tracking
Call tracking is a critical component to the success of your mobile call campaigns, but Google’s built-in option only provides basic information like area code and call duration. Advanced call tracking with CallRail drills deep, allowing you to determine which keywords are driving calls, which calls are leading to sales, and even how much each call is worth.
2. Prepare your staff
Make sure staff are prepared to field calls driven by your call campaign. Create selling points and conversation tips, and instruct everyone on how to properly route calls. CallRail’s call tracking also allows agents to rate the quality of a call by pressing a number after the user hangs up.
3. Write strong description copy and A/B test it
Unlike text ads, call-only ads don’t have a headline—just the name of your business, a phone number, and an 80-character description. Make sure you use those 80 characters wisely; be concise and clear about what you offer and try to include a call to action. Set up A/B testing to see which are most effective at generating clicks.
4. Run ads during business hours
Make sure your business is open and someone is available to answer the phone to get the most value out of call conversions. Consider where the customer is in their purchasing journey and what actions they are ready to take.
The post Call campaign tactics: Call-only ads vs call extensions appeared first on CallRail.
Great leaders listen. They understand the importance of keeping their ears – and a line of communication – open when it comes to their teams. With channel partners, modern tools like PRM platforms make it simple to continuously monitor KPIs. But there’s nothing like a good, old-fashioned survey to net honest and straight-from-the-horse’s-mouth opinions from partners. That’s why they’re still an invaluable tool for measuring partner satisfaction, one you should be using consistently and effectively.
Surveys 101: where to start
How do you best administer a survey? Keep the KISS principle in mind. That stands for Keep It Simple, Stupid. You’re going to get the best results from a survey when the questions are simple and easy to understand.
A busy partner is going to be discouraged by surveys too frequent, complicated or lengthy. Be respectful of their time and keep surveys to-the-point and easy to answer. There’s a reason why clickable 1-5 scale or agree/disagree-type answers are so popular: they’re simple and quick. Use them, when appropriate. Fillable text answer fields are necessary for some questions, but be strategic with their use because they’re time-consuming. Another absolute must: make survey responses anonymous. You’re much more likely to get honest – and thus, insightful – responses.
The million dollar question(s)
When you’re formulating survey questions, ask about but don’t limit yourself to the obvious – the bottom line. A satisfaction survey should also shed light on whether you’re succeeding in building strong, cooperative and open relationships with your partners, and if you’re providing them the tools they need to find success. Daunted? Don’t be. We’ve got you covered with some subjects to consider touching on, and possible questions to ask for each.
1. Profitability. How profitable are we to work for?
2. Quality of product/service. Do you believe in the quality of our product/service? Are you proud to sell our product/service?
3. Measuring churn. Are you, or have you ever thought about, selling for our competitors? How likely are you to be still selling our product/service a year from now?
4. Customer feedback. How often do you receive customer feedback? Is customer feedback usually positive or negative? What feedback have you received about our product/service from your customers?
5. Resources. Do we offer a sufficient number of partner resources? How easy are resources to find? How easy is it to understand how to use them? What hurdles prevent you from using partner resources?
6. Training and learning. Do we provide all the learning resources you need? How effective is our training format? What’s the biggest hurdle when it comes to completing training and learning tracks?
7. Marketing. How effective are the sales and marketing materials we provide? Do you understand how to use them?
8. Support. When you reach out to us, how helpful is our support team? How easy it is to get in touch? What are the barriers to reaching out? Do you feel listened to when you contact us?
9. Engagement. Do you feel like a valued member of our team? How often are you using our partner portal? Do you feel that you know what’s going on at our company? Do you understand our strategies and goals?
10. Give them the microphone. If you could change one thing about our partner program, what would it be? Do you have any ideas you’d like to pass along to us? Is there anything else you’d like to share?
When the survey’s done, your work has just begun
The wealth of information you’ve collected shouldn’t be shoved in a corner to collect dust. Use it! Are there things that survey results indicate you’re doing right? That’s great – continue with the good work. Are there some rough patches revealed by partner responses? Use the intel to strategize how you’ll go about smoothing them. Want to really be an open book? Share the results with partners, not shying away from not-so-flattering results and asking for input on a correction. Chances are, they’re already aware of areas of shortcoming and may have some useful ideas for improvement. It’s a great opportunity to promote openness and collaboration.
One last thing to consider: don’t look at surveys as islands unto themselves. They’re just a snapshot in time. Comparing a survey’s results to past ones will shed light on trends and help you see if the process paths you’re taking to improve are the right ones. Real leaders listen but they also know that success rests on constant improvement, and surveys are an important tool in that.
The post Writing a partner satisfaction survey? Here’s what to ask. appeared first on Partner Relationship Management Software (PRM).
This guest post was written by our friends at Edison21, a digital marketing agency that specializes in PPC advertising and reporting for Shopify store owners.
ROI (return on investment) is a surprisingly tricky metric to track and communicate in your digital marketing campaign. Proper ROI reporting shows if a digital campaign is working and a product or service is doing well, and whether it requires a few additional essential pieces to work correctly.
Before digital advertising, ROI was both easier — and harder — to prove.
For instance, buying a TV ad theoretically allowed access to a percentage of viewers, but Nielsen and their self-reported viewer tracking could only guess at how people many actually saw the ad run on TV. Still, this kind of reporting process was long accepted as the best way to understand TV ad campaign ROI.
With digital tracking this kind of guessing has been reduced, but not eliminated. Between the multiple platforms involved — Google Analytics, Google, Facebook, LinkedIn, Amazon, and eCommerce platforms — it can take expert-level analysis to not only determine ROI of each campaign and communicate those results simply to stakeholders.
Today, we’re going to cover four essential steps for ROI reporting for you or your clients:
- Establish clear goals for what you’re looking to accomplish with your digital campaigns
- Identify the formula you’ll use to calculate your return on investment
- Ensure accurate tracking is in place so progress to goals is measured accurately
- Customize reports based on the stakeholder and the type of decisions they’re looking to make with their data
First, let’s talk about goals
Before we get into the nitty-gritty of ROI reporting and tracking, it’s crucial to understand what (and why) you’re tracking at all.
Is your goal more online sales? Brand awareness? Greater social media followings? Lead generation form submissions? While any of those examples are suitable, they all have unique metrics and often are communicated under a different context.
These goals should be clearly stated in every report, ensuring clients see a clear progression over time. Keep it simple, keep it straightforward, and keep them separate — your clients will appreciate it.
Now let’s jump into the good stuff: Measuring, tracking, and reporting on ROI.
How do you measure ROI?
ROI is an important indicator of whether a campaign is generating the desired result.
For example, if an eCommerce company spends $1,000 on advertising and those campaigns generate $5,000 in sales, the campaign ROI is 5x their cost with 20% of total revenue going towards those ads.
If that 20% is lower than their margin, the company will have a profit. If not, they’ll be losing money on each sale.
ROI can be measured three main ways: the above, revenue minus advertising spend, is great for one-time purchases, but the simple equation often lacks all the additional expenses that come with a digital marketing campaign.
The second, calculated using customer acquisition cost (CAC) and customer lifetime value (CLV), works best for repeated purchases and subscriptions.
- The formula for CAC is marketing spend divided by the total number of new customers.
- CLV is calculated by multiplying average purchase value by purchase frequency to get average customer value (ACV) and then multiplying ACV by average customer lifespan.
- Finally, subtract CAC from CLV to get a great measure of how your business is doing or divide CLV by CAC to get your ad spend to customer lifetime value ratio.
For practice, let’s use Netflix as an example.
Netflix’s average monthly subscription price is $12.66 (add up each tier, divide by three). Let’s say Netflix is offering a free monthly trial and, for simplicity’s sake, ignore Netflix’s other marketing costs and plugin $12.66 as the CAC. After that, let’s assume Netflix churn rate (monthly customer loss) is a steady 5 percent.
A monthly churn rate of 5 percent tells us a customer typically stays with Netflix for 20 months (1 / churn rate = customer lifetime). $12.66 per month for 20 months gives us a customer lifetime value of $253.20. Divide the CLV by CAC for a ratio of 20:1, or subtract $12.66 from $253.20 to get a lifetime revenue of $240.54.
While Netflix clearly does not have a 20:1 ad spend to lifetime revenue ratio (remember, we didn’t add in their monthly marketing/advertising budgets), you can see how these numbers work to tell a story on the effectiveness of campaigns.
Many digital campaigns look for returns around 4:1 or 5:1, but we’ve seen higher and lower depending on the business.
The last kind of analysis, and the one most often used on digital projects or campaigns, is simply the first equation with more expenses included.
In sum, comprehensive ROI reporting and tracking for a campaign requires labor or agency costs, ad spend, online subscription services, and other marketing costs.
Measuring ROI progress starts with good processes
We’ve established our goals and how we will measure ROI, so now it’s onto creating the process for measuring success.
ROI tracking isn’t useful unless all the data is accurately tracked, so that’s where we begin.
First, we determine which areas need tracking. Conversions should be based on your business and goals. Form submissions? Yup. Phone calls? Yes again. Purchases? You betcha. Ad clicks? Pageviews? Both helpful, but less so than more solid leads or actual customer conversions.
Next, your PPC or marketing agency needs to set up your conversion tracking based on your goals and check that conversions are firing when they’re supposed to.
Conversion pixels, the code that records conversions, will track client actions throughout the sales funnel, making it far simpler to keep track of customer touchpoints.
Now you can accurately track prospects when they interact with your brand and complete the desired goals which is absolutely critical to start showing ROI.
Building the perfect report
After ensuring all data is being tracked correctly, the next step in ROI tracking is using a platform that aggregates data from multiple sources.
There are lots of different platforms involved in PPC reporting — Google ads, Facebook ads, eCommerce platform reporting, to name a few — and they all pull data in different ways.
We’ve found NinjaCat to be a useful tool as it allows agencies to holistically examine data by pulling from wherever your efforts touch. Need Facebook clicks, Instagram views, and Google analytics all in one place so you can see how your campaign is fairing across each channel? Want to compare clicks of views across different websites or web apps? NinjaCat allows users to slice and dice data any way you need it. (Plus it integrates nicely with CallRail!)
If you’re not ready to purchase an expensive reporting software, CallRail offers form tracking, call tracking, and integration with the major ad platforms to start monitoring ROI between your various ad platforms. It’s a great place to start.
Comparing results from Google ads to Facebook ads can show patterns that may not be visible on one platform alone, or could highlight when Google sees a drop in traffic while Facebook spikes.
Having the ability to track lead forms and phone calls alongside ad traffic — which CallRail is built to do — gives agencies and their clients the ability to see more than just clicks and page views. The power to see real business interactions turn into qualified leads and sales is what this is all about.
After ensuring data is tracked correctly and choosing a platform to aggregate that data, it’s time to pull out interesting insights.
When building a report for client stakeholders, make sure you start with data that’s valuable for them, both short and long term. Remember that senior-level people are looking to talk returns and bigger trends (months maybe years, not days and weeks), instead of impressions, clicks, and other low-level data more useful to internal marketing and advertising teams. Thinking macro, not micro, will allow the data to tell a story far beyond the raw numbers.
Snapshot views are quite helpful — think one-page spreadsheets with key metrics highlighted; sales funnel visualizations with numbers, and even country comparisons depending on the client. Stick with summaries and main data points — stakeholders want valuable data but too much can overwhelm. Examples include:
- 90-day baseline reports showing historical performance next to benchmarks which provide a roadmap for future optimizations
- Monthly check-in reports displaying plan improvements for the following month along with any shifts in priorities or budgets that can impact PPC campaigns
- Quarterly and/or annual reports taking into account seasonality trends, news or economic event effects, and industry shifts while reflecting back on monthly optimizations and baseline objectives.
Customizing reports depending on business types is also key. For example, eCommerce and lead generation reports may share some marketing and/or advertising assets, but because overall goals and data are different, each requires its own approach.
eCommerce is cut and dry: The main goal in conversion tracking here is to ensure proper attribution across sites or digital marketing/advertising campaigns. Care should be taken to compare data from different sources — what Shopify is saying was sold versus what Google Analytics has tracked — to best understand what is being tracked correctly and what isn’t. Attribution is the goal here, using multiple methods to track such gives a thorough idea of what’s working well.
Lead generation is more subjective, as the focus can often lean more on the quality of leads. While linking leads to sources is certainly helpful for future campaigns, the health of any good lead gen campaign is often better determined by the close rates of leads obtained. Good companies will have at least a loose set of guidelines describing what makes a lead good and track all close rates down to a purchase.
While ROI tracking isn’t the sole indicator of a company’s marketing campaign, it’s a critical indicator for ad budgeting to show profitability and gauge results.
This is a guest post from our friends at Cardinal Digital Marketing, an agency based out of Atlanta, Georgia. Alex Membrillo is the CEO of Cardinal, and is a published author — his latest book “The Anatomy of Medical Marketing” is an all-purpose guide for helping medical groups grow their practice and stay off life support.
Just like any other business in any other vertical, healthcare providers need to keep people coming through the door to survive. As I’ve found at Cardinal working with various hospital systems, urgent care providers, and dental care offices, these are highly competitive spaces.
So, what does any forward-looking business do when they need to expand their digital reach, generate leads, and keep revenue-generation humming? They turn to the wide, wide world of marketing. And oh, how wide this world can be, especially when you’re looking for a reputable healthcare digital marketing agency.
Now, you’ll have little trouble finding flexibility and variety: Whether you have limited in-house staffing, a team that needs help with overflow work, or no staff at all, there’s an agency out there ready to lend a hand.
The challenge is sifting through the noise to find a personable, transparent, and results-driven agency with a proven record in the healthcare field. To give you an idea of what to look for, I’ve put together a list of questions to ask before hiring a marketing agency. Consider this your quick-reference guide to selecting an agency within the healthcare space — a litmus test, if you will — one based on my own first-hand experience.
1) Hiring a marketing agency can be an expensive, long-term investment: How do I know if there is ROI?
You’re going to spend all this money and time and, naturally, you want to know how — specifically — you’ll know that it’s making one bit of difference. This is a great question, because you’ll get some agencies that promise the world in just two weeks, and others that deliver results that are, in the end, vanity metrics that don’t really impact your bottom line.
Good agencies will establish core objectives during the discovery phase, then identify key metrics tied to each of these objectives. If you provide spinal surgeries and want to increase web-generated leads and surgeries every month, your digital marketing agency should be able to plan and execute around delivering these increases — and be able to show their progress with hard data and technology like CallRail call tracking that can be tied to real ROI. (In this case, leads and surgeries.)
2) What kind of expertise can a marketing agency bring to the table?
Look, if you can handle all the marketing stuff using in-house staff, great! But in my experience, even the most experienced marketing teams get gummed up by organizational silos and tunnel vision. A digital marketing agency can bring a fresh perspective and much-needed know-how.
First and foremost, there’s software expertise. To survive in the competitive world of digital marketing, agencies must have a highly technical staff trained up on a full suite of digital marketing software and technology. You might have some of it, but you probably don’t have all of it. Agencies get things set up right so that all marketing activities can be measured, tracked, attributed, and reported on.
Then there’s industry expertise. Look for years of experience helping providers of similar size, vertical, and organizational needs. They’re up to speed on the latest industry trends and best practices. Their digital marketing toolbox is full of strategies and tactics proven to get results in the wider healthcare market.
3) My industry can be complicated: how long is the learning curve for an agency?
I like to break things down into two phases: The first 30 days, and the following 60.
The first 30 days will likely be spent getting to know each other through a process of kickoff calls and discovery. Systems audits, strategy sessions, and goal-setting. Assuming the agency you’re working with has experience in the healthcare vertical, the learning curve should get straightened out during this initial one-month ‘onboarding’ process.
From there, it’s go-time: Systems go live, campaigns launch, measuring, monitoring, and refining.
4) Will I need to change systems or platforms to work with an agency?
I feel like this question creates so much anxiety! I suppose it’s the fear of the unknown.
A digital marketing agency should be able to either use your existing systems and platforms, integrate them with their own technology and software stack, or execute some combination of both. They’ll work with you to hash all this out during the first 30 days, including a detailed plan to make sure everything is integrated properly and the right people have access to the right tools.
5) What does your reporting look like? How often is reporting delivered? Are there actionable takeaways from reporting or just numbers?
Okay, folks: This one is super important. The work of a digital marketing agency is never ‘set it and forget it.’ To me, that’s a big red flag. Good marketing agencies spend time to identify measurable goals in great detail. They have the technical and strategic expertise to track these goals, report on them frequently, and refine strategy based on what’s working and what’s not.
The agencies that are serious about data and analytics often have their own proprietary software that pulls together disparate sources and channels. Reporting should happen at least monthly, if not more often, and be delivered to you in a digestible, easy-to-understand format that can be quickly shared with other stakeholders. There should be plenty of actionable data there to make adjustments and fine-tune campaigns.
6) How have you helped other companies like mine? What were the results?
Case studies, case studies, case studies. Case studies and testimonials. Testimonials, and then more case studies. It’s common for job applicants to bring relevant portfolio items and work samples to the interview, right? Same goes for digital marketing agencies.
Ask your digital marketing agency not only for work they’ve done within healthcare, but work they’ve done for your specific area of healthcare. This could be anything from brand awareness campaigns for large-scale hospital systems, to social media marketing for a local physical therapy group.
Whatever your specialty, look for an agency that can show you work they’ve done for similar clients, the results they achieved, and the specific strategies and tactics they used to get there.
7) How are you following your own best practices on your website?
This one gives me a bit of a chuckle, because it reminds me of an old story about an applicant to a social media position. They had a sparkling resume, and an impeccable work history with demonstrable results for top brands. But here was one problem: Their own social media profiles were full of… well… unprofessional behavior.
You know the old saying: A carpenter’s own cabinets tend to be in the worst shape. Well, a good digital marketing agency’s website and digital marketing channels should embody the approach that they recommend to you. Hold their feet to the fire by auditing their websites and digital channels. How can they secure your oxygen mask if theirs is flailing in the wind?
And finally — go ahead and Google “Medical Marketing Company” and see if Cardinal drinks its own Kool Aid.
The post 7 questions a healthcare provider should ask before hiring a marketing agency appeared first on CallRail.
Incentive programs are critical to any successful channel sales model. By inspiring or rewarding certain behaviors in your partners, incentives can help steer the course for any successful business relationship. As part of your partner relationship management (PRM), your incentive strategies help attract partners to your offerings while unifying you network and directing it towards a clear goal.
That’s the idea, anyway. How, exactly, you motivate and direct your partners depends on a lot of different variables. This is a good time to get creative.
Some partners need access to market development funds (MDF) to help acquire leads, find customers, and meet the goals expected of them. Some partners may be driven by something as simple as a gift card. Others may just want to be recognized for their achievements. Your rewards should be commensurate with the work involved in achieving them.
You’ll also need to think about who you’re trying to incentivize. The success of the strategies you adopt depends on the partner in question—not to mention the resources that are available to you as the provider. For example, referral partners likely won’t be motivated by the same things as affiliate partners. Bronze partners may need stronger incentives than those offered to your gold partners. But you also want to make sure you’re rewarding your top performers. A winning incentive strategy will adapt to the unique needs and circumstances of each partner or relationship.
Here’s some more advice to building a successful channel incentive program:
1.) Make sure rewards are motivating.
More than anything, you need to make sure your rewards do what they’re meant to do: motivate partners to make sales. That may mean thinking about how your partners are compensated: A flat rate may prove steady for your expenses, but it’s not likely to produce any excitement. By offering a sales commission your partners may be more driven to land those really big sales.
And it’s not just your sales partners who require incentives. Referral partners can also be driven by the right incentives. Giving your biggest, more attractive rewards to your top referrer may help drive some healthy competition within your partner program.
2.) Reward partners for completing learning tracks and training programs.
It really can’t be overstated how important training is to a healthy partner program. Your partners are selling the service or product that your organization developed, so it goes without saying that they should know the offering inside and out. Certification and learning programs reveal how well your partners understand your product while doubling as an effective motivator.
The problem is most people aren’t going to spend the time and resources to learn something just because they were told to do so. There needs to be a quid pro quo. Use rewards to encourage your partners to take on each learning track, reading material, and training program.
3.) Switch up the reward.
Rewarding your partners with the same thing over and over again can yield diminishing returns after a while. People get bored when they know what to expect. A good incentive strategy will evolve and innovate to keep partners excited. That means getting creative.
One idea is to hold an event for your top referrers. One-time offers like a hotel stay, an Apple Watch, or a gift card can really help drive a surge in sales. And it keeps partners interested and excited to work with you.
4.) Turn it into a competition.
Competition drives performance. Everyone knows that. You can leverage this fundamental truth by turning work into a fun game. Allow companies to choose team names, create a leaderboard for the teams, make trophies and extra prizes for the top three winners in each event. Make the games seasonal to capitalize on yearly market trends. Again, it helps to be creative.
5.) Offer achievement awards.
Gamification is a fantastic way to increase partner engagement. People work better and more attentively when the work is presented in the form of a game. By accomplishing tasks in that game they feel good about themselves and crave more of it. It’s a basic feature of human psychology. Take advantage of it by offering achievements that your partners will want to earn.
Above all, you should make sure your incentive program is easy to follow. Your partners need to know what’s expected of them, how they can achieve success, and what’s in store for them should they perform well. Also make sure your incentives are balanced appropriately: Any rewards you offer should be proportional to the amount of effort partners spend earning them.
Of course, these are all just ideas. Your incentive program will only be as successful as you are creative. You need to think outside the box to develop new ideas that are fresh, engaging, and unique to your partners’ needs and interests. Every partner is different, so should be the strategies meant to motivate them.
As a full-service marketing agency based out of Austin, Texas, Neon Ambition focuses on helping our clients grow their businesses through content, SEO and PPC. Rather than working to amass a long list of business partners, we instead focus on forging strong relationships with a smaller number of clients.
We see ourselves as a partner with a vested interest in our clients’ success — after all, when they do well, we do well. That’s why our top priority for clients is to drive traffic and increase conversions as much as possible. And most importantly, we want to give them undeniable proof that our campaigns are strategic and successful with hard, quantifiable evidence.
So when a hip, popular local Austin client asked us for help with increasing their client base, we were incredibly excited to learn more about them to see what we could do. They explained that in their industry, most clients convert over the phone rather than online. When we heard this, we knew that one of the most important third-party services we should introduce them to was CallRail, so that we could start tracking those calls.
When we found out that 80 percent of their leads came from phone calls, we were surprised. When we found out that their current agency was not tracking this calls, we were floored. And when we told them we could help them increase lead tracking by 80 percent just by implementing a call-tracking service, they were sold.
Onboarding and tracking
Part of the onboarding process with all of our clients is to implement CallRail, so this client was no different — but instead of tracking an odd call here or there, we’d be tracking the majority of their leads through this service. We also had to make sure we were using the right plan for them to cover the volume of calls being funneled through CallRail. Once that was settled, and a number pool was implemented along with the necessary integrations, we were ready to start tracking.
In short order, the client was very pleased with the results of our tracking efforts. They were now able to see just how many calls were coming in, along with the source that drove each of those calls. They could determine how many calls came from their PPC campaigns, from organic searches, and from returning or direct visitors.
We were able to take call tracking a step further and assign an average call value to each conversion. In order to do that, we took the revenue brought in from calls so far in 2019 and divided it by the number of calls. By doing this, we were able to show how much money (on average) each of those calls brought in.
For example, if we put an estimated call value at $100 for each call and we received 200 calls, we could then claim $20,000 in revenue from the calls. This enabled us to show ROI or ROAS (return on ad spend) on our campaigns to prove our value to the client in a more concrete way.
Historically, our client’s efforts to track ROI had been wildly inaccurate, with a huge chunk of revenue missing from the picture. Before, they were only tracking about 20 percent of their revenue generated by ads without call tracking and conversion value. But now, thanks to CallRail, they’re tracking 100 percent of their revenue.
As a marketing agency, it’s also imperative that we demonstrate the concrete value we bring to our clients. CallRail’s tools helped us do just that, helping us track ROI with 80 percent greater accuracy.
Now, we can calculate hard numbers for our client’s marketing spend versus the total value of all conversions, giving us highly accurate insights into how our work had improved their ROI. After just a few months with CallRail, our client has been consistently obtaining ROAs at over 200 percent month-over-month.
What’s more, CallRail also enabled us to discover the specific search keywords associated with each call, as well as bid modifiers to rank for top searches. This increases the performance of our ad campaigns and ramps up both our SEO strategy and rank — a winning combination for long-lasting success.
As an added perk, incorporating CallRail tracking into our PPC campaign also helps us understand which keywords see the highest organic search volume, giving us a leading edge on our SEO campaigns as well.
Call tracking insights drive new strategy
We know that we are increasing conversions and business for our clients — specifically this particular client, who has seen clear growth since partnering with us. But more importantly, the data we gather in CallRail helps us illustrate this growth in an analytical way, allowing us to highlight measurable results that prove our value to our clients. Ultimately, this helped us increase transparency and build trust with a very valuable client, which is a must for any agency.
This approach not only improves our relationship with existing clients, it also strengthens our reputation and helps us earn new clients by proving the value and efficacy of our work. Potential clients can know exactly how much revenue they’re making from their investment with us, and therefore know that it’s worth their hard-earned money.
Additionally, these insights are helping us hone our processes to understand more clearly what works and what doesn’t, and how that applies to the various industries we work with. With tools like CallRail in our arsenal, we can feel more confident about the strategies we recommend for clients and present data-backed solutions to new prospects.
It’s all part of our commitment to bring the best service and streamlined advice to our client base. We’re proud to call ourselves a CallRail Agency Partner, and to be able to offer their superior tracking services to our customers. We can say — conclusively, and from experience — that it pays to invest in the right tools.
The post How CallRail helped Neon Ambition boost lead tracking by 80% appeared first on CallRail.
PRESS RELEASE: Impact-Driven Entrepreneurs Debut Ventures at SEED SPOT 2-Day Launch Camp Pitch Night in Washington, DC
Media Contact: Courtney Klein, Co-Founder of SEED SPOT, 480-628-2300
SEED SPOT’s newest cohort of entrepreneurs pitched their innovative ventures at the Booz Allen Hamilton Innovation Center on Saturday, October 5
Washington DC: On Saturday, October 5, 26 impact-driven entrepreneurs pitched their innovative ventures at the Booz Allen Hamilton Innovation Center in downtown Washington, DC. Nearly 70 members of the DMV’s startup community came to support the big dreams of founders.
Four of the 26 entrepreneurs were awarded prizes for their dedication, focus, and engagement:
- Impact Award: Divorce Diagnostic, a venture founded by Aleksandar Stefanovski that helps families navigate the difficult legal process of divorce so they can invest more resources in their children’s wellbeing
- Social Innovation Award: Foster Care Connect, a venture founded by Raeann Vuona that drives efficiencies in the foster care system by matching children with families using a matching algorithm
- Viable Business Award: Baby Friendly America LLC, a venture founded by Joshua Singer that promotes restaurants with changing tables, high chairs, and other baby-friendly equipment to parents of young children
- Growth Award: IncarciCare, a venture founded by Yasmine Arrington that helps family members provide care packages and basic needs to their incarcerated loved ones
The Pitch Night was the culminating event for SEED SPOT’s 2-Day Launch Camp that ran October 4-5 to provide social entrepreneurs with a starting point to safely explore their ideas for change. The 2-Day Launch Camp was sponsored by Booz Allen Hamilton, NEXT Powered by Shulman Rogers, Aronson LLC, Cooley, TriNet, Meaningful Gigs, and FounderTrac.
“Every entrepreneur with an idea to spark change in the world should have a launch pad to explore their idea and learn how to start up,” said C’pher Gresham, CEO of SEED SPOT. “With our latest 2-Day Launch Camp in DC, we are ensuring equitable access to all individuals in the greater Washington area that have a dream. Together with our partners and supporters, we are making DC the home of social innovation and entrepreneurship.”
From January 27-April 14, 2020 SEED SPOT will be running an Impact Accelerator to provide impact-driven entrepreneurs with in-depth support for the due diligence process. The program helps with building high-growth business models, creating a winning team, crafting strong go-to-market strategies, modeling robust financial models, and nurturing investor relationships. SEED SPOT takes zero percent equity in partner companies.
Applications will be accepted until the final deadline of Friday, November 1. Learn more by visiting: https://seedspot.org/communities/impact-accelerator-washington-dc-2020/.
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SEED SPOT is nationally ranked by Gust as one of the Top 20 Accelerators in the World and in 2015 was named by Cisco & UBI Global as one of the Top 3 Social Impact Incubators in the United States. SEED SPOT supports local ecosystems empowering entrepreneurs through three programs: the Impact Entrepreneur Meet-up, the 2-Day Launch Camp and the Impact Accelerator.
SEED SPOT also won a 2016 Emmy for their partnership with Univision supporting Latino entrepreneurs through Véndeme tu Sueño. With a mission to educate, accelerate, and invest in the dreams of social entrepreneurs, SEED SPOT supports entrepreneurs building products, services, and technologies that improve lives or communities. For more information, visit: www.seedspot.org.
Ad retargeting is a marketing strategy used to zero in on website visitors who, for whatever reason, didn’t make a purchase. Retargeting campaigns continue to perform better than other types of advertising, and for good reason: After a prospect has visited your site, you can say with almost complete certainty that they’re somewhat qualified.
And while an increasing number of companies are adopting Google Ad’s call-only ads, many marketers don’t realize that retargeting can be a highly effective way to boost returns on call-only campaigns.
Very little has been written about the process of designing a successful retargeting campaign for call-only ads. In this post, we provide a step-by-step framework to demystify the process of creating call-only retargeting campaigns.
What is call-only ad retargeting?
In general, retargeting involves showing ads to prospects who have already responded to one of your previous ads or visited your website. Retargeting helps you keep your brand in front of potential customers after they’ve left your website without converting. This approach has a higher chance of winning conversions than just displaying ads to random web users, who might not be familiar with your brand.
Call-only ad retargeting works the same way, but the key difference is that instead of targeting based on a website visit by the prospect, you’re targeting based on a call to your company by the prospect. With retargeting, people who called after viewing your company’s call-only ad will then be shown more of your ads in the future.
Another variation of the call-only retargeting campaign is to serve call-only ads specifically to prospects who have previously visited your website, although this approach is more suited to niche scenarios and longer sales cycles.
How to retarget for call-only ad campaigns
When it comes to retargeting your call-only ads, there several steps that can increase your odds of success — let’s review them below.
1) Segment your audience
It’s important to segment your audience based on different factors so you can personalize the ads more effectively. Here are some criteria to keep in mind when segmenting:
- Keywords and search terms: Consider what keywords and search terms your call audiences used, and divide them into separate groups based on the different keywords. You can then create different versions of the ad that include the relevant keywords for each one of these groups. By doing this, you can show each segment of your audience even more specific and tailored ad content.
- Geographic location: Where are your website visitors or callers located? If large segments of your audience hail from specific areas, you might want to divide them into groups based on geographic location. This is especially relevant for companies who are running call-only ads for local audiences. They can then better tailor the ads to this local audience.
- Callers versus website visitors: You can also divide your audience based on those who called and those who visited your website. In this case, those who contacted you through a call-only ad receive regular online display ads, while those who visited your site are shown call-only ads. Focusing on callers may be the best approach, since callers tend to be highly engaged prospects who are ideal for retargeting. With callers, you also have the added advantage of being able to tap into your call data to gain insight into how to retarget your unconverted audience more effectively
2) Define your campaign goals and success metrics
When developing a call-only retargeting campaign, it’s important to have a clear sense of what your goals are. Most companies have two main goals when running a retargeting campaign.
One goal is retargeting for awareness, which involves getting your prospects more familiar and comfortable with your brand. With this approach, your main intention is to increase the volume of searches for your brand and direct more prospects to your website in the hopes of winning them over.
This kind of marketing can be tracked via ‘view-through’ conversions, but this metric is notoriously difficult to measure, and also unreliable when it comes to drawing big-picture conclusions. (It’s often quite difficult to prove that a single ad is the entire reason behind a conversion.)
Another popular approach is retargeting for conversions. If this is your main goal for your campaigns, you’ll need to focus on retargeting prospects who have indicated some degree of interest in your company by visiting your site or engaging with an ad.
After you’ve determined your campaign goals, you’ll then need to set your success metrics, which are concrete indicators that will help you measure the effectiveness of your campaign:
- Number of calls: When it comes to call-only ads, how many calls do the ads actually generate? In there an increase in call volume since you started running the ads?
- Call length: On average, how long are the calls that come in? You can set a minimum call length as one of your success metrics, since longer calls tend to indicate better leads.
- Number of conversions: When evaluating your calls, it’s essential to uncover how many calls lead to a sale and how much revenue they generate.
- Call quantity versus quality: Remember that, in many cases, call quality can be a better measure of campaign success than call quantity. A smaller number of calls with a high conversion rate is much more valuable than a larger number of calls with an extremely low conversion rate.
3) Implement ad campaigns
After segmenting your audience and clarifying your goals, it’s time to design and implement your retargeting campaign.
One of the best places to develop your retargeting ads is Google Ads — in addition to serving ads on the SERP (search engine results page), Google Ads also lets you serve ads on other platforms like YouTube, Gmail, via in-app advertising, and the Google Display Network (GDN). You can also use a use a DSP (demand side platform) such as Transitiv to serve programmatic display ads as well.
When building your retargeting campaign in Google Ads, the process is actually very similar to creating a regular ad, right down to the design and budget. The main difference between regular ads and retargeting ads involves the targeting itself: Regular ads are also displayed to people who haven’t contacted your company, while retargeted ads are only displayed to people who’ve interacted with your company in some way.
When it comes to displaying your ads, be mindful of how many you’re sending. You want your audience to see your ads enough to become familiar with your company, but you need to avoid overwhelming them. Retargeter recommends sending an average of 17-20 retargeted ads per customer each month, but it’s advisable to test your ad frequency out to see what works best for you.
4) Test for effectiveness
After your retargeting campaign is up and running for a designated period of time, you’ll need to start evaluating the results.
For retargeted display ads sent to callers, you’ll want to look at traditional KPIs and monitor how these prospects are interacting with your business. (Are they visiting the site regularly, are they converting, and so on?)
A/B testing is a must for your retargeted ads, because it lets you try out different variations of your ads to see which ones are the most effective. In most instances you’ll be monitoring ads for benchmark CTRs (click through rates) and conversions, although it’s worth keeping in mind that conversion rate is a more telling indicator of the quality of the traffic and landing page than of the ad itself.
Your call tracking software is another important tool for helping you measure the effectiveness of each ad. Call tracking software allows you to record your phone calls and provides you with valuable call data. With call tracking, you can see which conversations resulted in quality conversations, and which ones are responsible for bringing in the most revenue.
Call tracking also help you uncover similarities and commonalities between these calls, to inform your future campaigns. For example, how long are the calls? How did your sales representatives or employees win over the prospects? Were there certain phrases they said that helped convince prospects to make a purchase?
5) Evaluate your results and refine your strategy
After running your tests, it’s time to evaluate your results and revise your strategy accordingly. When analyzing your results, make a note of any areas that could use improvement. For example, are your ads effectively driving website visits and phone calls? If not, take a closer look at the ads themselves. Is the copy tailored and relevant to the segment you’re targeting? If your ads are prompting website visits and calls, how many of these calls and visits actually result in conversions?
Be sure to closely observe the phone conversations themselves as well. Note the language that convinces prospects to convert to see if there are any common trends. And if the calls fail to convert, review the data and transcripts to see where things went wrong. This kind of info is valuable, and could inform future ad copy or sales training materials.
After evaluating your results, use the insights you gained to refine your display and call-only retargeting ads. Once you’ve revised your ads, run them again for a designated period of time and then conduct another testing phase. Continue testing, refining, and running your ads until they meet your success metrics. And once you meet your target metrics, keep on iterating! By making testing an ongoing process, you’ll develop even more effective ads and campaigns.
The post Retargeting for call-only campaigns: Here’s how it’s done appeared first on CallRail.
You wouldn’t tackle heaps of dirty laundry with a washing board and wringer anymore. You wouldn’t try to binge watch a TV show on dial-up. Are you still using outdated tools for Partner Relationship Management (PRM)? Old, disjointed processes just won’t cut it in today’s increasingly-complex B2B sales cycle. Next-generation, cloud-based PRM solutions can provide engaging and completely-synchronized tools you need to onboard, educate, and empower partners.
In this blog series, we’ll discuss the 5 key components of next-generation PRM. This one’s dedicated to adequate internal support and resources.
Is your front united?
Conquering today’s complex sales landscape requires a united front. Every single team member – from sales to marketing to partners – needs to be in the loop and equipped with the support and resources needed in order to maximize success. That’s easy to say, but a whole lot harder to achieve in real life. Everyone’s time-crunched, departments can be siloed, and resources scattered. To top it off, information doesn’t always freely flow through organizations the way it should. Adding partners to the mix adds an extra layer of complexity.
That’s where a PRM platform comes in. Next generation, digitally-focused tools get your departments all on the same page, while supporting your partners in finding success. PRM becomes that glue that pieces a fragmented organization together, filling in gaps and creating one, cohesive team. Here’s how you can ensure adequate support and resources are in place for everyone.
Say goodbye to internal silos
Just because you all have the same logo on your email signature doesn’t mean you’re always on the same page. Departments have a natural tendency to cluster and that creates space between them in which relevant information can be lost. A PRM can help by providing tools and technology you can align your departments around.
Communication can flow freely, halting the confusion, frustration and workflow clogs that are inevitable when it doesn’t. Resources have a one-stop shop: training materials, sales decks, and marketing messaging can be centralized and easily delivered to the right people at the right time. In short, PRM tools give you the ability to break down silos and fill in gaps, promoting unity and collaboration.
Give partners everything they need to succeed
It’s no secret that supporting partners is an absolute priority when it comes to creating a successful channel sales program, but it can be daunting to provide it consistently in the daily grind of business operations. That being said, it’s imperative that you have a finger on the pulse of your organization’s current capabilities and sources. Are you overseeing what’s going on with all partner relationships? Are you managing the unique development of each individual partner? Can you scale up and down as the current situation requires?
Tech-driven tools can make all of these things possible. At the very basic level, they can automate and create a home for onboarding, training and resource libraries. But ask yourself, are you able to share co-branded marketing content and provide playbooks that show partners the sweet spots to use each piece? Can partners create landing pages to help them track prospect progress? Can you review invaluable metrics that give you a true snapshot of the current state of your partner program? That’s where a PRM platform shines. Even better: it will never feel unwieldy or too tech-heavy even while delivering all this support and insight.
Don’t be daunted: A PRM tool can help
Organizations want to provide both employees and partners the support and resources they need to work toward goals. They want everyone to be informed and engaged. A lack of these things isn’t a matter of not caring. It’s a matter of not knowing where to start, fear of overhauling a system, and finding the time to keep new processes working on an ongoing basis.
With PRM, it’s simpler than you ever thought possible to consistently provide timely, useful support and resources to every last member of your team. Your front can be united – you just need the right tools to forge it together.