Lead Generation - Execute Phase
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Task 13:
Task 13:
Earlier in Task 2 within the plan phase, we covered the development of a measurement framework that will allow us to monitor and align the key business objectives to KPIs driven through Gore Connect initiatives. This is how we look at measuring the Gore Connect Initiatives. These KPIs are available for use to measure the effectiveness of our program as we tap into Gore Connect’s functionality.
We identified 3 key business objectives for that Gore Connect will be serving:
Increase Sales Revenue - A growing business constantly needs bigger upside. Working up the sales funnel lead collection, nurturing and closure runs a business like a well-oiled engine.
Achieve Market Preference - Gore is aiming to be the top choice for customers, to be relevant and gain market share as an international brand in China.
Reduce Resource Cost - When the sales team gets contacted by prospects who are not ready to make a commitment, their time is not efficiently utilized. Furthermore, the rate of closure affects morale. Yet, prospects still need to be attended to.
These business objectives cascade down to 6 Gore Connect objectives:
Increase the number of leads collected
Increase the quality of leads so they get the right attention from the right teams (marketing or sales).
Improve the customer experience of interacting with Gore’s content
Increase the relevance of channels used to reach out to Chinese customers
Increase the level of self service and tools usage for customers who know exactly what they want
Improve the way Gore is identifying the users’ needs and thereby reducing the load of the sales team to ask questions which can be captured through other mediums.
By this point we can be very clear in terms of the metrics that matter to measure the performance of Gore Connect in achieving Gore’s business goals. To name a few:
(#) The number of Sales Ready Leads (SQL) collected as Request for Quote (RFQ) from chats to contribute to the Sales Revenue objective
(%) The percentage of all users who submitted a SQL will tell us the quality of the traffic which was brought in via your acquisition channels
(%) The percentage of all users who have completed the profiling chat, increasing our ability to provide them with a more targeted and relevant experience.
(%) The percentage of all users who have seen at least 2 product detail pages, gives us an idea of how relevant the content is to them
(%) The percentage of users who have used the filter functionality as a self service initiative when they might end up calling a sales person without this feature being available.
Performance Tracking Focus
Performance Tracking Focus
We break down Gore Connect's performance tracking into 8 areas of focus:
Overall Traffic
Chat and Lead Capture Performance
Content Consumption Performance
Content Quality
User Profiling
Acquisition Channel Performance
Navigation Patterns
Resource Download Activity
Planning to increase the content types or simply add new metrics to monitor the performance of your initiatives? Contact the DCoE to provide you with the help to design an additional tracking variable to add to the current plan.
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