When you’re focused on growth, it’s possible to get ROI tunnel vision. But that’s not the only thing you should be keeping tabs on when evaluating your lead gen performance.
More Revenue, Greater ROI — That’s Enough, Right?
Yes and no. If your lead gen efforts are delivering a return on your investment, you’re definitely on the right track. But as lead gen budgets increase (and they are), you’ll want to be sure you’re seeing more than just revenue growth.
So, besides ROI, what questions should you be asking to make sure your lead gen strategy is hitting the mark?
#1: How Well Do I Understand My Target Market?
Leads aren’t just a number; they’re actual, real-life people, and that means if you want to nurture them through your pipeline, you need to understand them.
Once you understand the who, you need to figure out the how. As in, how to best reach them.
Finally, you need to take a close look at your funnel to understand where your leads are and determine what kind of offer will keep them moving.
#2: What Are My Goals (& What’s Keeping Me from Them)?
You won’t really know how your lead gen strategy is performing unless you’ve set clear goals from the outset.
So, now you know where you’re going…but are you taking the right road to get there? Your lead gen efforts should always align with your goals. But which are the most effective?
So you’ve got goals, and you’ve got a way to achieve them. What’s next?
#3: Am I Tracking the Right Metrics?
Remember that lead gen is a team effort. A solid relationship between marketing and sales will go a long way toward telling you if you’re moving in the right direction. Transparency and communication are key, so everyone knows what’s happening in the funnel (and on your bottom line).
This is where it’s critical to have a solid sales enablement strategy.
#4: Should I Be A/B Testing?
Short answer: absolutely, yes.
Long answer: also absolutely, yes.
A/B testing is becoming standard practice for marketers, and it’s easy to see why.
A/B testing helps you determine which of your tactics will bring in the most leads and which types of messaging will nurture them through the funnel.
A/B testing allows you to make quicker, more informed decisions, so when something isn’t working, you can easily pivot before it harms your performance.
#5: What Is My Post-Close Strategy?
Lead gen isn’t just about getting buyers into the funnel — it’s also about getting them through the funnel. But once they’ve converted, what’s next? If you really want to grow your ROI, you’ll take a closer look at your post-close strategy and find ways to develop loyal customers.
How? Two of the best ways are referral programs and reviews.
Remember that what happens after conversion is just as important to your ROI as everything that happens before conversion.
Bonus Question: How Do I Get Expert Help Building a Lead Gen Strategy That Delivers?
Answer: FPS is here for you! Our lead gen experts can answer all your questions and, even better, bring you maximum ROI for maximum growth.
