The Benefits of Measurement in Your Business when it comes to Leads

Written By: 

Wayne Swart

Wayne Swart
Leadtrekker Lead Management System

Sooner than later, most business owners realise the importance of measurement. Some of the top aspects of measurement include (but are not limited to) cash flow, product development, and general expenses.

As a business grows, it becomes important to adjust and align marketing strategies and measure the effectiveness of those marketing strategies.

By measuring marketing effectiveness, it simplifies the task of pinpointing marketing efforts in line with what really works and since marketing can be a costly endeavour, it’s important to really measure return on investment when it comes to business marketing.

Here, at Leadtrekker, we not only understand the fundamental values of measurement but we also strive to simplify it as much as possible for our clients.

For example, the default dashboard displays the sales forecast for each logged in user, which gives insight into the user’s pipeline for the month. Second to sales forecasting is a sales target (which obviously works hand in hand with sales forecasts).

Leadtrekker also has a great feature called Custom Fields which, if implemented correctly, greatly simplifies the task of measuring where your leads originate from, what they are interested in, their location and just about any other insights you can put your mind to.

So how does it work?

Custom fields are no more than key / value pair fields. For example, you can add a custom field to a lead to determine the lead’s sex. In this case, the key would be sex and the value would either male or female.

Another example would be if you would like to record the lead’s hometown. In this case, the key would be Place of residence and the value could be Pretoria.

So, how can this be implemented in a real world business scenario to help a business owner measure his or her marketing efforts?

As shown in the examples above, custom field key/value pairs could be customised in any way, shape or form, and since the Leadtrekker API supports the creation of custom fields, we can send any intelligence from a website to Leadtrekker’s custom fields so we can later report on those fields using the Custom Field Reports feature.

Let’s say, for example, a business owner is running an email marketing campaign to his existing clients and wants to measure the effectiveness of the marketing campaign. First of all, he needs to customise the Call to Action in the email template to also pass some key/value pairs to the website in order for the website to again pass it along to Leadtrekker. These come in the form of GET variables and values that are sent to the website. The website, in turn, will pass these key/value pair variables to Leadtrekker after creating the lead. A typical example would be to send the following two variables to the website and then into Leadtrekker:

Marketing_type = email

Marketing_month = October

This makes it easy for the business owner to setup a custom field report in Leadtrekker to see which leads were created in the system where the custom field variable (or key) called marketing_type is equal to email and the custom field variable (or key) called Marketing_month is equal to October.