What important marketing KPIs can Triangulation Calls reveal
Triangulation Calls give insights into some of the most hard-hitting marketing KPIs such as Valid Lead Ratio, Lead Conversion Ratio, Cost Per Campaign Valid Lead, Cost Per Business Valid Lead and Average Cost of Acquiring a Paying Customer. Without these KPI what good any B2B marketing campaign can be, isn’t it? Now compare these KPIs with the KPI you receive from standalone social media marketing campaigns, Email campaigns or webinars such as Impressions, Clicks, Click-Through Rates, Open Rates, Click Rates, Registrations and Attendees.
Further, with Triangulation Calls, you can objectively rate the quality of each lead basis the conversation over the call and use that to align your direct sales team (or channel sales teams) to pursue them further in order of their rating and priority.
You can sense the amount of time and effort this can save for your sales teams which often end up wasting time on not-so-good leads.
Here are some key benefits which Triangulation Call offers:
Lead quality is always an issue and hence this process helps in vetting lead quality
Helps sales teams to focus on leads which are more likely to convert
Gives insights to what prospects are looking for in the market. In a way it’s a primary research mechanism or a feedback mechanism as well
If you are good with creating only awareness about your business in the market and expanding your addressable marketing universe with Marketing Qualified Leads (MQLs), then maybe only standalone campaigns are enough. However, if what you need is serious business inquiries, and eventually product sales, then ‘closing the loop’ with integrated marketing campaigns (read, lead nurturing campaigns) and Triangulation Calls is inevitable.
What about leads which get dropped over Triangulation Calls even though they seem qualified as per BANT criteria? Or about leads which don’t even make it to the point of Triangulation calls? Are those any good or they just need to be kicked-out of your marketing database?
That’s for another day, subscribe to our blog to stay tuned.