This article is intended to be used by the Smarketer who wants to see the quality of their inbound leads by channel and by campaign.  (Report implementation instructions are available to download, see link at bottom of this article).

The Marketer’s Dilemma

Potentially Burning Marketing Budget

“I spend on an acquisition channel, but it takes the length of the sales cycle to see if the channel is valuable enough to keep investing in.”

The Madkudu Way

Smart Insights, Less Waiting, Accurate Decisions

“Accurately assess the performance of acquisition channels quickly”

Why is this relevant?

Use your MadKudu Customer Fit to assess the quality of leads per channel and adjust spend accordingly

Lead volume is not an indicator of expected pipeline - however, you can use Customer Fit to determine the quality per channel in order to validate your marketing budget spend per channel.

Generating high quality leads that aren’t converting?  Use this as input into your nurturing campaigns, to walk those valuable leads further down the funnel.

Bet big on the channels that drive quality leads, stop wasting money on channels that don’t bring value.

Assessing Response Quality By Channel

Create a report(with graph) that segments your channels by either MadKudu Customer Fit Score buckets, or, by MadKudu Customer Fit Segment

Identify those channels where leads generated are of a low quality (Free Rates) vs those that generate of a high quality(Whitepaper).

Assess if it makes sense to move your spend from Free Rates to Whitepaper.  If the cost of acquisition for a quality lead from Free Rates is e.g. 10X less that the cost of acquisition for Whitepaper - then it would make sense to generate those Free Rate quality leads, and nurture them

Response Quality By Channel Over Time

As Marketers, we want to understand if the quality of leads per channel evolves over time.  In this example, we see that the volume of quality leads maintains, and even increases slightly.

Therefore we would expect to see performance increase marginally (increase of leads to closed won by this channel).  If we allocate additional budget spend to this channel, we would also want to see an increase in the lead to deal ratio. 

In this next example, we see that the volume of quality leads drastically decreases.

However, the revenue generated by the channel may still remain consistent, if the number of quality leads is maintained.  If we spend more on this channel, and there is no increase in quality leads which convert to deals, we will reduce the ROI for this channel, despite the revenue remaining the same.

Ready to generate these insights yourself?  Download our step by step guide.