How To Compare Sources of Leads For Clients
Sometimes Clients Use the Word 'Lead' For Several Different Meanings
An important part of B2B appointment setting is tracking the effectiveness of the leads generated. Some clients don't have a clear company wide definition of what a 'lead' is and so you'll find it being used in lots of different contexts.
Depending on where you find your leads, the client's experience can vary. Why is this? It's usually what the next step involves e.g. A web form submission would require a call to set up a meeting, but a calendar link would have taken care of that for them.
If a client hasn't clarified this themselves, then they often result in heated discussions where different team members have different understandings of the situation. It's important to lock down the parameters of what counts as success early with your clients so that you can approach the conversation in an even handed way.
5 ways to measure the effectiveness of leads
Whether you generate leads through social media, PPC, trade shows or prospecting, here are 5 ways to measure how much they're doing for your business:
Size of the opportunity
Time to convert
Price sensitivity/budget focus
Successful sales conversion rates
Costs of marketing vs value of sales
Don't get sucked into overpromising - Free Download To Help You Out
Many clients will agree quite readily on definitions of what counts as a 'quality' lead. For example, many clients will have a good working definition of type of customer, type of service to sell and handover point.
The conversation will then go on to quantity of lead and here's where you need to be careful. Some handover points are harder to get than others and for the sake of a conversation, it can really hamper progress down the line.
For example, we've found that phone and online meetings are quicker to get when compared with Face to Face meetings. A change in the definition of a lead from online to face to face may sound arbitrary. I mean, it's still a meeting, right? But this can have a notable effect on the flow of leads that are coming through and therefore, client's experience.
In our free download here, we go into ways that you can calculate to a high degree of certainty how many leads that your client can expect from your services to avoid this type of problem coming up for you in the future.
https://notabli.io/b2b-download
Scaling up your appointment setting
When it comes to scaling your business, you need to know which leads are going to produce profitable, consistent sales for you. By measuring these key points of effectiveness, you form the foundation of exponentially growing your business and profit margins
