It's not too difficult to bring a lot of untargeted traffic to your website, but when the majority of viewers visit once and never come back, that additional marketing investment won't translate to more sales. A simple way to bring that conversion rate up is to "close the loop" by integrating marketing and sales together. By drawing from sales data, you can understand your best and worst lead sources, tying back every sale to the marketing initiative that produced that lead.
While it's possible to close the loop with a great deal of manual legwork, most businesses find it best to have software tools do the heavy lifting. The first step is to assign a tracking URL to each individual marketing campaign and use your marketing program, such as HubSpot, to assign each website visitor to a single lead source. When visitors get to a submission form, be sure to get their contact information so you can understand who they are. Finally, when those leads convert into sales, use your chosen CRM program, such as Salesforce, to give credit to your marketing initiative.
At MarketHeed, we have extensive experience helping B2B tech companies. Our team will help you close the loop and better target your marketing.
