How are your lead generation efforts performing? If they’re doing well, that’s great – and you can use data on your marketing lead sources to perform even better.

 

If they’re not going so well, don’t worry. We’ll show you how to get back on track.

 

Knowing where your leads are coming from is very valuable information, and this article will show you how to capitalize on it.

 

Analyze Your Marketing Lead Sources to Drive Growth

 

We mean “where your leads are coming from” in two different ways. Firstly, the actual channels – social media, email marketing, blogs, and so on. Having a clear overview of your efforts and their associated KPIs is the key to success.

 

Secondly, we also mean what sort of leads you’re getting. What demographic and firmographic trends exist in the leads you’re generating?

 

Let’s look at each, how you can get this data, and what to do with it.

 

Marketing Lead Source Channels

What do your marketing efforts consist of? If you don’t have a crystal clear overview of everything you’re doing and how it’s performing, your first step is to fix that.

 

Organization and structure is critical, because it gives you the foundation for constant improvement. If you don’t really know what’s working best, where you’re wasting your spend, and so on, you can’t really do anything to improve it.

 

If you don’t have one already, compile a list of all the channels you’re using for marketing. Do you send emails? Publish blog posts? When a lead comes in, how do you know where it came from?

 

Once you can clearly see a breakdown of all your marketing channels, it’s time to do some analysis.

 

What’s your overall cost per acquisition goal? Are any of your channels failing to meet that goal?

 

If a channel is costing you too much per lead, you need to take a more detailed look at it. You can bring CPL down in two ways: reduce cost or increase conversion rate.

 

Reducing cost involves doing a deep dive into the channel to find places where you’re spending money but not getting results. For Google Ads, for example, you can cut wasted spend by finding keywords that just don’t perform well – the ones that get clicks but aren’t generating any conversions – and pausing them.

 

Increasing conversion rate on the other hand is an in-depth process of experimentation. In a nutshell, you look at the point of conversion – the landing page or form you want the lead to interact with – and change things in an effort to encourage them.

 

For example, you might shorten your form. Do you really need all that information? The shorter the form is, the more likely people will fill it out.

 

Once you have an assumption – that shortening your form will increase your conversion rate, for example – set up an A/B test. Half the leads should see the original form, and half should see the shortened one. You can then compare your results to see whether your assumption panned out.

 

And then you keep testing. In this way, you’ll incrementally increase your conversion rate. Make sure you aren’t changing too many factors at once, or you’ll be unable to track which changes had positive impacts.

 

Ideally, change one thing at a time, test it, and then iterate.

 

 

Lead Data Trends

You know which channels are bringing in leads and which ones aren’t doing so well. Now look at the marketing leads in your database.

 

Your goal is to identify any trends among leads. Create reports that segment your lead database by various attributes such as industry, demographic information such as age range and gender, and channel. The more data you have, the better.

 

Look for patterns. Do a large proportion of your customers come from a particular industry, or marketing channel? Do leads in a particular age range tend to never make a purchase?

 

Does your product sell well to larger companies or smaller? For every bit of data you have, see if there’s a trend.

 

Once you have a list of positive trends (types of leads that tend to close deals) and negative ones (leads that generally don’t pan out), you can start using it.

 

One of the most effective ways to leverage your data is by building a lead scoring system. These tools give points to leads based on these trends you’ve identified, allowing your sales teams to focus primarily on leads that are statistically more likely to purchase.

 

Getting Even More Data – and Value

You’ve seen how useful it is to gather data on the leads you collect. Picture being able to do this for your B2B website traffic – even if they didn’t convert.

 

Clickback WEB lets you do that, and more. It identifies companies visiting your website and gives you information about them such as company size, revenue, and industry.

 

It also has a powerful lead scoring tool built in that applies to the companies it identifies so you can see the most valuable ones at a glance.

 

On top of all that, it gives you accurate contact data for leads at those companies, too. You can filter through them based on attributes like their job role.

 

You might discover that your website is bringing in plenty of traffic from sources you never expected.

 

Give it a shot with a free 14-day trial!