So you’ve aligned the efforts of your sales and marketing teams. You're on the same page and both teams know your target. But how do you know when you've successfully hit it?
The end goal is to generate more revenue through sales, so most people look at the bottom line stat: how many sales did we win in the last month/quarter/year? But the bottom line doesn't tell you where your problems lie or what you need to do to improve your sales. You're looking at the wrong numbers.
Measuring the Right Sales and Marketing Data
There are a lot of things that sales and marketing teams need to consider, from the top of the sales funnel all the way to the sale itself. Measuring your results is only part of it: track and analyze other factors for even better overall results.
Some examples of additional metrics to track are:
- Increase in site traffic to targeted content/locations
- New contacts
- Existing prospect engagement
If there’s been an increase in the number of visitors, are you looking at where they are coming from? Are you following user data to see where visitors land on your site and where they go next...if they go anywhere? Are they going to the pages you want them to go to?
Look at the numbers of visitors, pages per visit, total page views, visit duration, and bounce rate. This will show you how your site is doing overall and – more importantly – it'll let you know how much of your content your visitors are looking at now, and how long they’re staying with it.
If traffic is arriving on one page and then consistently moves to another page, is this where you want them to go, or do you need to make some changes to lead them elsewhere on your site?
If you’re just starting out using inbound marketing tactics, compare numbers month-over-month and look for trends and positive changes in your visitors’ behaviors. More visitor engagement means you’ll soon enough see an uptick in sales.
An important part of measurement is watching what your new contacts do. That is, do they unsubscribe from your list? A low unsubscribe percentage (as in no more than one percent) is a good indication that the contacts you’re acquiring are a good match for your products/services. If you're using HubSpot, run at least two contacts reports: one on lifecycle stage, to see how many of your new contacts move into each stage over time, and one based on personas to see which personas are growing over time in your contacts and which are lagging.
Existing prospect engagement
If you’re measuring how many new contacts unsubscribe, you’ll know one aspect of customer engagement: they’re not engaged! (Engaged prospects don’t unsubscribe.) So if your contacts are the right kind of contacts—they match your ideal customer profile—they shouldn’t be unsubscribing.
Here are a few more things you should be tracking (with some instructions provided) when it comes to your prospect engagement:
- Engagement over time. Try different times to send emails and see which times see more open rates.
- Look at your unsubscribe rate.
- Track how long people actually spend reading your emails. Doing so can help you shorten or lengthen your email messages, depending on how deeply engaged your prospects are.
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