A marketers job is never done. Conversion optimization is key to any MarTech infrastructure. Keywords, ad copy, landing pages and user experience should be iteratively optimized and A/B tested, constantly developing deeper insight into tactics that actually drive ROI.
On a deeper level, understanding lead source attribution, when a lead is marketing (MQL) or sales qualified (SQL), and when a deal is truly won allow businesses to map out an entire customer experience lifecycle, and remove silos that often are created between marketing, sales and customer service.
Using a CRM to develop a clear understanding of where leads, MQLs, SQLs and deals originate allows for intelligent media planning, reallocation of resources dictated by performance, and iterative testing to improve conversion rates.
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Measure
Achievables must be measurable to be deliverable.
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Strategize
Meticulous planning and clearly defined goals are required before execution.
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Analyze
Interpreting KPI and metric performance is essential to creating levers for future success.
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Optimize
Insights should be iterative, and continually improved.