Measurement
Because it is Internet-based, ROI Marketing enables true calculation of the financial return on the marketing investment. Web analytical tools can track the prospect’s engagement with us from first impression to sales conversion and every step in between. We can log a prospect’s behavior on our Web site, measure their response to email campaigns, and archive their input from an online calculator or configurator. All of this data can be logged in a CRM database, providing the power to analyze the prospect’s digital behavior. By evaluating their online activity, we can determine areas of interest and role in the buying process.
Best-practice companies develop scoring methodology to evaluate a lead’s readiness to buy. Each lead is rated on the prospect’s “fit” with the target customer profile plus their “engagement” or intent to buy. Through lead scoring, marketing teams can rank prospective buyers and determine when a lead is ready to close.
ROI also permits the development of marketing scorecard that includes key metrics such as cost per lead, cost per sales conversion, and revenue generated per marketing dollar.
