Customer Relationship Management

As Product Marketers in B2B, we get too caught up in this vicious cycle of acquiring "fresh" leads.

However, a CRM with a meaty volume of contacts is a playground of opportunities.

Some tips:

1) Figure out end to end attribution:

Web sessions from paid or organic channels are indicative but don't mean as much as acquired leads that convert on your web forms.

What's even better is to realize that often users convert after interacting with multiple touchpoints e.g. Google search, an email, social post. Thus, it helps to employ multi-channel attribution to be fair to your investments.

Dont stop there.

You could have a 1,000 leads that don't buy. Or convert with a low lifespan that doesn't justify the acquisition effort.

Go further. Measure the LTV (not just lead volume) per source and you will uncloak your true ROI.

2) Find segments to retarget via email e.g.
A. Inbound contacts that you never got around booking a meeting with
B. Prospects that didn't materialize but revisited your site at a later point
C. Contacts that open your marketing mailers regularly

3) Stop leakage.

Measure your lead to meeting ratio daily on the CRM.

Inbound leads that become unresponsive are a huge red flag. Use sequences and follow up calls to get closure.