Rather read? Here’s the full transcript!

What’s up everybody, it’s Jim Wingfield bringing you another installment of the Spectrum Marketing Minute. This week we are broaching the bane of every marketer’s existence, and that my friends, is lead tracking.

Before we get into the meat and potatoes of this discussion, let me dispel one rumor right off the top. No, asking a customer where they heard about your company is not sufficient tracking and any marketer who suggests that it is, may need to find a new industry.

Relying on consumer insight to properly source and track your lead production and maintain campaign attribution within your CRM will prove to be catastrophic for you and your business. If you’re marketing properly, consumers will have interacted with your brand somewhere between five and seven times before converting.They may only remember the first place they came across your business and even more likely, they’ll probably only remember the last place they interacted with your brand. So now, when it comes time to evaluate your lead sources at the end of the month, you’re only seeing about 20 % of the whole picture. You’re going to make extremely important future business decisions based on what the majority of your customers can remember?

Stop doing that.

I recommend that everyone sit down with their marketing teams and actively map out each and every one of their sources. How they are labeled within your CRM and how those leads are tracked? For every source, ask yourself, how do we prove this lead came from this source? If you cannot answer that, you have a problem. And to dispel myth number two, no the internet is not a source. You need to lay out every conceivable way a digital lead can enter your CRM and construct the proper dispositioning. Every lead needs a source and every source needs a sub source.

That’s going to do it for this week’s episode of the Spectrum Marketing Minute. If you are still using your customers’ memories to track marketing performance, or you have any questions about how you can better construct your lead tracking and attribution, shoot us an email at marketing@spectruminc.com and we'll get you on the right track. Thanks, and as always, I’ll see you next week.

Start Tracking the Right Way

Tracking not only provides insights for your team but opportunities for your business. If you’d like to take control of your marketing and tracking, request a free Consumer Data Analysis. We’ll analyze your performance to help you identify new opportunities for growth. As a Google Premier Partner, Spectrum understands what it takes to successfully grow in the digital space. Let’s get you on track with a quick, 30-minute call.