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Beyond Lead Gen: Aligning Your Digital Marketing Strategy To Convert And Keep More Customers


In my role as strategy lead for a digital agency, I have the opportunity to work with many marketers. Regardless of their company, tenure, experience or title, when I ask about the key goal for any campaign, asset or website, the response is always lead gen.

I absolutely support lead gen as a goal, but it should never be the only goal. Much of what I do is educate marketers on the areas within their organizations that can be improved with the right digital experience. This requires marketers to look outside of their own departments and roles to think holistically about the entire company.

What follows are recommendations I commonly make to marketers, why they’re important, how to measure them and how to use them to prove greater value.

I. Sales-Marketing Alignment

Every project I can remember from the past two years has involved a company that offers software that is supposed to allow marketers to measure the ROI of their efforts by tracking each lead generated by marketing all the way to conversion into a customer. But here’s the funny part: Almost none of them do. Instead, they focus solely on generating leads because they often don’t have clear reporting across the organization. Sales and marketing may be aligned on objectives, but data does not flow between the departments. One customer had such a difficult time with reporting that before talking with him further about a digital overhaul of the company, I recommended that he hire an analyst to do nothing but live in spreadsheets and track leads throughout the sales funnel.

Yes, you must first have a means of tracking the leads, but if your software doesn’t provide that ability, get familiar with Excel. There is so much information you can provide by tracking that lead, such as:

• Length of sales cycle

• Average value of first purchase

• Lifetime customer value

• Customer referrals

• Customer ramp-up time

• Implementation time

• Customer churn

Percentage of marketing qualified leads that result in a sale

With this information, you can demonstrate that when leads are initially generated by marketing (as opposed to outbound sales activities), the leads are better qualified. This shortens the sales cycle, increasing the value of the first purchase and subsequent purchases. Shorter implementation time means greater adoption of the product, which in turn lowers customer attrition. By measuring these values, you can test different campaigns to determine which is the most effective. Validating the ROI of your marketing efforts leads to a higher budget for new efforts.


Gurjit Singh is Microsoft Certified IT Professional. He likes to write about Computer Network, WordPress, Blogging Tips, SEO, Make Money Online, Computer Tips and Creating Tech Tutorials.
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