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SHORTEN YOUR SALES CYCLE

By learning more about your leads and targeng them with smarter communicaon, you decrease the amount of me that it takes them to convert into customers.

If a prospect with specific characteriscs (e.g., a B2Bccompany, with 100 employees, located in Northern America) follows a certain trajectory of acons to turn into a customer, then you can take that path and apply it to a larger segment of that demographic profile.

SET THE RIGHT GOALS AND EXPECTATIONS

By knowing precisely what your visitor-to-lead and lead-to-customer conversion rates have been historically, you can set the right goals and expectaons in the future. To ensure that you are moving in the right direcon, you can also compare

20 Close the Loop: Turn More Leads Into Customers

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your current performance to last month’s and create a daily or a monthly leads waterfall.

Then, take the total number of leads (in this case, 140), divide by the number of sales reps you have and the number of days in the month to idenfy a goal for the number of leads you need to provide each sales rep with each day.

N Now you just have to create the daily leads waterfall graph, with the x-axis represenng the day of the month, and the y-axis - the percentage of the leads goal you have aained.

KEEP YOUR COST PER LEAD LOW

As As we already menoned, closed-loop gives you insights on your most powerful inbound markeng offers and enables you to set realisc goals for both markeng and sales. These two factors are key in determining how you are going to spend your markeng budget and they dictate where your markeng dollars will go into.

For instance, if you were looking to host a trade show, you can easily decide on the type of offer you are going to promote at the event. You have already idenfied

Wondering how to build a daily leads waterfall graph? First, set a goal for the total number of leads. It might be a month or a quarter, but start with your sales goals and your conversion rates. For instance, if 5% of your leads become customers and you need 7 new customers next month, then you need 140 leads n140 leads next month to hit your goal.

Y AXIS:% OF LEADS GOAL GOAL %

ACTUAL LEADS %

X AXIS:DAY OF MONTH

21 Close the Loop: Turn More Leads Into Customers

About inSegment

We are an innovave, full-service digital markeng agency. We maximize our client's online potenal through cu ng-edge soluons in web design, development, demand generaon, SEO and social media engagement. We are commied to your boom line and always back up our taccs with concrete results.

Contact us to learn more about our services at www.inSegment.com

www.inSegment.com