Improving Online Marketing for Offline Sales
Integrated Web Analytics / CRM Implementation
Business Challenge
With the advent of free tools like Google Analytics, all companies doing online and Search Engine Marketing (SEM) have the ability to measure the effectiveness of their various campaigns. E-commerce companies that conduct transactions online that have also linked their checkout process to their web analytics, additionally have the ability to measure the actual ROI of those campaigns.
However, companies that sell professional services and bigger ticket items with long, off-line sales processes rarely have the ability to apply ROI analytics to their online lead generation activities. The reason is that their sales transactions are not recorded online and therefore are not fed into their web analytics tool.
This client was in a similar situation. They were conducing expensive online Pay per Click (PPC) advertising campaigns with no way to tie revenue from closed deals back to the campaigns that provided the initial leads. They were capturing the percentage of site visitors that “converted” by clicking on some type of action link (e.g., request quote, request call back, download a white-paper, etc.) but that did not tell them how many of those clicks actually converted into deals. And which keywords provided higher value prospects than others.
Solution and Services Provided
After working closely with the client to understand their market place, advertising campaigns and sales processes, the solution we provided was to store lead source identification in visitor cookies combined with an automated process for transferring leads, along with their source keys, to their existing CRM system.
Results (in process)
By setting up a process for capturing the ad spend and other metrics from their web analytics tool (Google AdSense), combined with the lead sourcing information now captured in their CRM system, the client will be able to generate reports showing ROI by campaign. With these in hand, the client will now positioned to improve their ad spend ROI.
PDF