Branding Blog

So traffic is up, leads are up, but how's sales?

Written by Dale Berkebile | Mon, Mar 05, 2012

Last month was a great month from the marketing side of things for Brandwise. We have seen a 22% increase in traffic from the previous month and this has been our best traffic ever. So this is good right? Well, yes and no. Let's dig a little deeper.

So how could the best website traffic be a problem? It must be that leads are down right? That could be a problem and we see this all the time with inbound marketers, but this wasn't the case last month with us, lead generation was up 313% from the previous month. That is Awesome, right? Yes it is, but at this point we have converted none of these leads into new business or up-sold any clients who may have reconverted in last months leads. So now what?

This is a common experience with inbound marketing. Many inbound marketers measure the wrong things. We are often trained to measure web traffic, how many keywords are on the first page of google and how many leads we were able to generate because of all this work. That stuff is good, but as with any client we need to ask… what are the next steps?

There were a few articles being compared on a linkedin group talking about this very topic. The articles are:

After reading both articles and voting on the one I thought was most correct, I also shared these thoughts that were for the group, but also now available for everyone:
What are Lead Generation Experts Saying Behind the Scenes?

The main point of this article and the above comments to the two previous articles is this…

Leads are useless without a sales person working them!

So in the situation of the great traffic and great leads mentioned above, this months goals are work all these leads and start turning a few of these leads into customers. These are the current next steps for us. Although the best solution is not - do all the inbound work then a month later do the sales work, really the best solution should be - do all the inbound work and continually doing sales work focused on both the inbound leads and regular daily prospecting. Like many of you, there is only so much time in the day and doing it all is tough! It is important to step out of your comfort zone though and do not only what comes easy, but also what is needed to complete the business growth you are shooting for. This is why having a system in place is important for both sides of business development (sales & marketing).

Are your sales people helping your marketing people do what it takes to qualify prospects?