Driving Lead Volume, Increasing Traffic, and Supporting Future Growth

Technical Analytics

To drive lead growth, FTF created a tracking system that captured data beyond the lead capture by integrating CRM data sources. This critical step in the strategy allowed both marketing and sales data to come together to provide a window into the customer acquisition process and allow visibility to where prospects were in the pipeline. With a business that relies heavily on lead generation, it is imperative that BtoB Saas companies rely on data beyond the initial lead capture to measure the overall success of a campaign. 

 

Closed Loop Reporting

In order to establish closed loop reporting, we pulled data from a variety of sources into Google Analytics 4 so we could have one source of truth, a single set of data that we could rely on. From there, we were  able to identify which channels and sources yielded the highest ROI and which needed to be revisited. Channels and sources could be as specific as an individual paid search campaign or keyword. This also allowed us to easily identify and filter out data anomalies or spam from bots. 

While FTF is not responsible for managing the prospects and potential customers that come in the door, it is critical that we provide data to accurately measure the progress of a lead throughout the sales process. By tracking conversions throughout the pipeline, we gather critical insights that let us know if our marketing efforts are engaging the right people and generating qualified leads. This data can be used in the future to help quickly and effectively identify and target marketing qualified leads (MQLs) and marketing qualified accounts (MQAs).