Quantify the Qualitative
By quantifying qualitative, often ill-defined terms like “awareness”, “interest”, and “engagement,” LeadOn helps customers become boardroom heroes. For example, we can use a simple formula that allows us to quantify “interest” and track it over time.
First, let’s calculate “awareness” as
(ad views + marketing email deliveries + sales email sends + website pageviews). Then, let’s calculate “interest” as:
(ad clicks + email opens + social media followers). Lastly, to get our interest rate, we calculated as follows:
(interest / awareness) * 100 = interest rate (%).
When our interest rate rises (left), we know our outreach efforts were gaining traction. This is a good indication that our audience hypotheses are accurate and that our channels, messaging, and content are well aligned. If the interest rate falls, we know we need to analyze, learn, and fine tune.
How does LeadOn help?
By combining the self-sufficiency of an application with the expertise of an agency, LeadOn uses four actions to help customers quantify results, maximize ROI, and achieve their marketing goals.
LeadOn uses all available data resources — social media intel, Google Analytics, prospect data, and other digital signals — to continually fine-tune our customers’ audience models. We always know whom we’re speaking to and how well we’re resonating with them.
LeadOn uses audience intelligence to build highly-relevant marketing collateral. This helps ensure content topics, social media channels, and ads align with known audience variables. Now, marketing spending has the potential to generate exponential returns.
Lead Generation & Nurturing
We use audience-specific lead-generation tools to generate a steady stream of inbound leads. This allows customers to nurture prospects along a well-defined conversion path and creates additional front-line intelligence we can use to fine-tune our various audience hypotheses.
Measuring, Analyzing, Reporting, Learning & Fine Tuning
We use engagement data and other digital signals to constantly learn from our marketing efforts and improve our audience models. This allows us to fine-tune collateral resources, improve lead generation, hone conversion workflows, and improve overall marketing efforts (on- and offline).