Being active and engaging with new leads and prospects is a good way to fill your sales pipeline and garner new business, but how often are you measuring the performance of your B2B sales lead generation campaign?

There are several metrics to track in lead generation. The key is to map out your goals and prioritize the data that’s most relevant to your business objectives. Peter Drucker, author and modern business management guru is well known for this simple quote: “If you can’t measure it, you can’t improve it.” Whether it is to create solidify more face to face appointments, captures email or contact information, or drive traffic to your website, tactics in lead generation can be measured and give you what you need to enhance, improve and bolster your results.

Determine your metrics

Creating a B2B sales lead generation campaign can feel complicated on its own, but with the right objective and strategy can yield great results. What do these results look like? Are they hitting targets? Can they be improved? These are all questions that metrics can tell you. While the goals of each business will determine what to measure, there are a few common and self-explanatory ones that can easily applied in almost any B2B space when it comes to the performance of your lead generation campaign:

Click-through Rate (CTR) – Determining the performance of a CTA
Conversion Rate – Dividing total number of leads by total number of conversions
Time to Conversion – The length of time it takes to turn an “audience member” into a paying customer.
Average Close Rate – Determining the quality of your leads.

When delving deeper into more details as they pertain to marketing, cost and sales, the metrics are similar, looking at ROI, Cost Per Impression (CPI) or Cost Per Click (CPC), Customer Lifetime Value, Sales Qualified Leads etc. Whether your campaign has digital and non-digital elements (i.e. direct mail, telesales) metrics can be applied to actions to ensure you’re headed in the right direction.

Get help from a B2B sales lead generation company

Partnering with the right lead generation company will not only help with campaign strategies to grow leads and achieve results, it also leaves very little to chance – launching a campaign blindly hoping one or two tactics will yield conversions. At 360 Leads, we offer our clients support in securing new customers and increasing customer loyalty, but we also provide market analysis, insight-driven strategy and support in measuring campaigns. We also work with clients to optimize their sales force with training and lead funnel management. Essentially, a reputable lead generation company will do just that – generate qualified sales all while helping you track your result and provide analysis and reporting along the way. See how 360 Leads generated quality sales leads for our client Gray Tools.

What does success look like to you?

There have been many iterations of the phrase “you don’t know where you’re going until you know where you’ve been”. When applied in the sales world, metrics and analysis are not a burden, but rather stepping stones to lead your team to the next best step. Keeping consistent with reporting provides the feedback and data needed to tweak campaigns, tactics and strategy. Measuring the performance of your lead generation campaign is essentially mapping out your success.

Learn more about how we can help you boost your B2B sales campaign by contacting us.

When generating B2B sales leads you’ll need to go to where the leads are, and nowadays, that’s on social media. According to the Black Report, social media accounts for 26.8% of a B2B company’s success. Using it to tap into interested prospects for your business can be a powerful resource. But what’s the best platform to use? The Answer – LinkedIn. Sure, you can use platforms like Facebook and Twitter, but LinkedIn has actually been proven to be the most effective.

But, you will also need to have the right strategy in place. LinkedIn won’t do all the work for you. Here are some ways LinkedIn can help attract more leads and sales:

Content over everything

Posting fresh and existing content daily is key. If you have other social media accounts where you generate content, or if you have a blog, LinkedIn gives you the opportunity to publish new content or re-purpose content to specifically speak to your LinkedIn following. This lets you share your knowledge, expertise, and updates you’ve posted in other accounts. It’s also a great way to push traffic to your website. Tip: Remember to communicate with your connections in a way that is personal, helpful and open.

LinkedIn advertising works for B2B sales leads

Using the right LinkedIn advertising or sponsorship post can be an effective tool. After all, there are over 560M active professionals on LinkedIn. Using its advertising is a great way to help your business generate more B2B sales leads. And the best part, you’ll be able to target unique audiences, create easy and effective ads and control your budget and costs. It is a sure-fire way to better connect with potential clients and influencers in your industry.

Stronger relationships are built through InMail

Sometimes, advertising might not fit your budget. But that doesn’t have to stop you from making meaningful relationships and LinkedIn helps with InMail. Depending on the type of account you have on the platform (basic or free vs. Premium) InMail can be sent to any LinkedIn user if their profile settings allow for it. Sponsored or paid-for InMail can cater to the audience you want to reach and your budget. By simply crafting an email that informs potential clients about a new product announcement or a new idea, you can increase the chances of generating more sales leads as InMail lands directly in someone’s inbox and if done right looks like a personal and unique message directly from you. Be wary of how many times your use InMail and to whom you’re sending it to, nothing’s worse than being marked as spam or getting blocked.

Group up

Another great way to learn more about your industry is to join influencer or professional groups in your areas of interest. These are very easy to find. All you have to do is simply search for keywords about your industry or that are related to your company or product and service offering. Some groups require an invitation or, admins will choose to vet someone before allowing them access to the groups, however, once you’re in you will have access to like-minded people in your industry. This is a great way to gain helpful information, establish credibility, make connections and spark conversation for new business and relationships.

Like most social media platforms, LinkedIn is constantly evolving, but using these steps can help increase your professional and personal brand on LinkedIn and help to attract new leads.

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