Do you have trouble connecting your leads to the source they came from? Are you not able to determine your visitors’ behavior and interests in order to keep them moving through your sales funnel? Even with all of the right tools at our disposal, many organizations are still experiencing this gap between their sales and marketing teams.
Closed-loop marketing tracks, measures and analyzes all of the visitors, leads and customers your organization has—finally closing the gap between your sales and marketing team. This tool provides you with the data you need to help determine the best and worst lead sources for your organization and optimize the results of your inbound marketing campaigns.
What is Closed-Loop Marketing?
Closed-loop marketing is marketing that relies on data and insights from your closed-loop reporting, closing the gap between your marketing and sales teams. When these two forces work together, you gain a better understanding of what is working for your Brand, allowing you to increase your conversion rates and revenue.
Being able to tie your visitors, leads and customers back to the marketing initiative that created them will allow you to prove your worth and understand how to more efficiently reach your audience.
How Closed-Loop Marketing Works
In order to create a loop with your inbound marketing program, let your website become the central hub for all of your marketing efforts. Tie your social media marketing, email campaigns, organic searches and other marketing channels back to your website. When your audiences from every campaign are led to your website, you can begin to track their behavior and analyze the steps in their journey.
Once visitors arrive on your website, you can cookie them and start tracking their activity. This will make sure your visitors and your data get assigned to the right areas, which is the key to a successful closed-loop marketing system.
It is important to understand your visitor’s steps once they arrive on your website. The four main steps to a visitor’s journey in your closed loop marketing system include:
- Visitor arrives on website
- Visitor browses website
- Visitor converts into a lead
- Lead becomes a customer
Ensure that you are tracking each step your visitor takes to determine their interests and behavior. Once you do, you can use the data you gathered to optimize your channels and produce the best results.
Getting Your Closed-Loop Marketing System Started
Before you begin to implement a closed-loop marketing system, make sure you have the correct tools to increase its effectiveness. Use customer relationship software (CRM) and marketing automation software to track, measure and analyze your closed-loop marketing reporting. When you link the two systems together, you will determine how visitors got to your site and what their behavior was after they converted to a lead.
Closed-loop marketing is critical for a successful marketing campaign. By linking your CRM to your marketing automation software, you will improve the effectiveness of your closed-loop reporting and impact your business strategy in an even more positive way.
Learn more about the effectiveness of closed-loop marketing in our eBook, Improving Your Sales Cycle Through Closed-Loop Marketing. This eBook will help you strengthen your closed-loop marketing strategy by giving insights on how to build, implement and analyze the data you receive to help improve your marketing strategies.
Use closed-loop marketing in your inbound marketing campaigns to optimize their results. Let’s touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your Brand.