In the complex sale, the length of the buying cycle makes the connection between on-the-web activity and the off-line decision to purchase much more difficult to trace. So the challenge is connecting our website data (analytics), with marketing data (inquiries and leads) with the sales process and revenue (closing the loop).
I came across Manoj Jasra post, “B2B Web Analytics: Deeper Dive – Web Analytics World” and thought it was relevant to share.
Jasra writes, “in order to be successful in a B2B world, marketers require a strong understanding in regards to their potential customers. Things such as lead qualification, targeting in the sales cycle, and testing content/collateral are all areas where analysts can push the envelope in order to provide more insight for their marketing team.”
Jasra’s post outlines four key analytic areas which include: quality of leads, sales cycle, optimizing your content (for SEO and conversion) and conversion rates and funnels.
Here are some posts that give more suggestions on analytics.
I still think there is a lot of improvement that needs to be made in this area. Are you satisfied with your ability to track your online lead generation ROI? If so, what’s been working for you?