How Does Your Marketing Work?

One of the biggest challenges marketers have is to gain a robust understanding of how their marketing is working.  Which programs drive new leads? Which programs work to enhance the middle of the sales cycle?  Which work at the end of the sales cycle?

To answer these questions, Full Circle Insights includes the following component in its dashboards.  It shows responses to all campaigns across both leads and contacts and groups the campaigns by type.

response engagement by campaign type in salesforce

In this example, the blue responses are responses that are generated before the individual is a marketing qualified lead, the green responses are marketing qualified leads, and the orange responses are sales accepted or sales qualified leads.

You can see in this example that conferences and banner ads are very good ad generating new leads while programs grouped as in the inbound category work the best for later in the sales cycle.

What does your marketing program mix look like?

Bonnie Crater

About Bonnie Crater

Bonnie is a 5-time VP of Marketing at Genesys, Netscape, Oracle (Network Computer Inc.), Stratify, and VoiceObjects. While valuing the creative side of marketing, Bonnie's real love is marketing operations -- measuring marketing investments and determining investment optimization. Now as CEO of Full Circle Insights, Bonnie is working to help fellow marketers get the data needed to succeed. In 2000, Bonnie was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. Bonnie holds a B.A. in biology from Princeton University.