In early stage of Marketing, we have talked about the methods if acquiring new names and Leads,
so we will move forward to mid Stage analysis to do buyer Journey analysis. Mid-Stage focus more on the consumer behavior and the buyer journey from Lead to Opportunity. We could tell from those reports that which program is the most effective for attracting leads to become our potential opportunity, and how long does one Lead take to become an opportunity.
For the buyer journey analysis, we could make reports like….
- Which channel has the best lead to opportunity rate or New Name to Opportunity Rate?
From Channels such as Email and Event, we could identify which generates the most Opportunities. Some Channels may contribute to lots of New Names but only a little part of those New Names become Opportunities while some other Channel may not be acquiring so many New Names but come out with higher Lead to opportunity rate. With this analysis we could tell more specifically which Channel performs better and which Channel should we improve.
From the above analysis, we could see closely that Event-Live and Event-Virtual-Sponsored both are acquiring similar amount of Opportunity but Event-Virtual-Sponsored is actually having more New Names than Event-Live. In conclusion, we may concern there are some issues that stock those New Names from becoming Opportunity in this Channel.
- How fast do my leads move through the funnel?
Previous analysis put emphasis on the numbers of Leads, Opportunities while this analysis focus more on the speed of a Lead changing to Opportunity. By using the method “Average day to Stage” , combining “Program Channel” and “Stage”, we could tell which Channel takes longer time to transfer a Lead to Opportunity and whether we should do further analysis and evaluation to elevate the efficiency.
- Lead cycle analysis
Now we are analyzing Lead cycle by industry with “Lead Count” and “Days on Each Stage”. We could see that Industry “Technology” is having two times the Lead Count in stage Suspect than “Manufacture” but the counts in OPP is only one third of “Manufacture” so we may consider to re-design the marketing strategy in “Technology” or do a deeper analysis.
By analyzing days on each stages. we could see when do those Leads get stuck in the cycle and trying to seek for the reason. Industry differs from one another and each of them have their own marketing strategies. What we have do is to evaluate those plans and provide advises for improvement.
These are just some examples of reports for mid-stage. By combing different objects and data, you could also tell the insights of each reports to seize the trend of marketing.
Ready to move on to Last-Stage? Last- Stage focus more on the real thing—ROI. The revenue that each Channel has brought into the company is the most crucial part of marketing. By identifying the most efficient Channel which brings back the top ROI, we could do precise investment and organize a structured marketing plan.
Looking for review of First-Stage? => First-Stage analysis
Go to the next topic=> Last-Stage analysis (Coming soon)
Source : marketo summit 2016