In the complex sale, the length of the buying cycle make the connection between on-the-web activity and the off-line decision to purchase much more difficult to trace. So the challenge is connecting our website log file data (analytics), with marketing data (inquiries) and then connecting them with the sales process (closing the loop).
I came across Manoj Jasra post, "B2B Web Analytics: Deeper Dive - Web Analytics World" and thought it was relevant.
Jasra writes, "in order to be successful in a B2B world, marketers require a strong understanding in regards to their potential customers. Things such as lead qualification, targeting in the sales cycle, and testing content/collateral are all areas where analysts can push the envelope in order to provide more insight for their marketing team."
He then outlined four key areas which include: quality of leads, sales cycle, optimizing your content (for SEO and conversion) and conversion rates and funnels.
Related posts:
Tracking ROI From Web Generated Leads
Improve your online sales lead tracking
I still think there is a lot of improvement that needs to be made in this area. Are you satisfied with your ability to track your online lead generation ROI? If so, what's been working for you?
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