A Perspective on Lead Gen Analytics

Updated 9/6/2022 / Perspective Analytics

Jaime:  Let’s be direct on this: It matters how people also look at the growth curve, which they may think of it as a linear straight line starting from the bottom left and moving up and to the right linearly. So, for example, they do SEM. It starts bringing in conversions and starts to grow. And what happens is that the expectation is that it just continues to increase at a set rate – forever. We know this doesn’t happen. The growth line usually will flatten over time and even decrease due to outside factors such as market saturation and more competition entering the market and driving up acquisition volume and costs. You’d have to have your next channel already in scale mode.

Lead quality or intent perspective is a huge part of where focus needs to be on the analytics side. This ties into the product. This is where we have to work in partnership with the product team to know what we’re sending in there is actually impacting the business positively.

Patrick: Yes. I see what you’re saying. This dovetails well with what we’re talking about in the product. And that’s even one step more removed in the mindset of what we’re talking about: activation versus sales.

We’ve been talking about an e-book download that may also be the acquisition of a lead. A lot of people think THIS is marketing and that all you do is you put things out there and the right results happen. Growth marketing looks deeper into the relationship of the e-book to it’s impact on lead-gen and lead-nurture. When a more sophisticated review is applied, using perspective analytics™, one can quickly see and extract more actionable and impactful insights that lead to growth discovery.

Jaime: You bring up a good point. Because in a world like SaaS for example, free trial is generally the key CTA to get people in so that they can try the product. Once they get in there, the thought is that you can convert the ones that have stayed in there past their trial into a paying customer. But there are also different CTAs. You start moving up in the funnel. The free trial is considered one of the more qualified leads that happens deeper in the funnel. Because potential buying intent is signaled when a prospect is trying your product. But then, you have other things. People who aren’t ready for a free trial might want an ebook that you have provided them that gives them insights into things that your product just happens to do. But this is not necessarily considered a sales qualified lead yet. And maybe it’s just a marketing qualified lead, where marketing has to actually be responsible to move that into a sales qualified lead such as a free trial. The marketing team may have an agreement with the sales team where the sales team doesn’t touch the lead until it “officially” converts to a sales qualified lead.

Patrick: Right.