In lead generation, the ultimate goal is to “acquire leads efficiently” and it can be said to be the most important mission. However, if you are just starting lead generation, the method is not sophisticated yet, and it is often inefficient.
Therefore, it can be said that it is necessary to accumulate improvements little by little while operating and establish a more effective approach.
Therefore, setting KPIs is important. By setting KPIs, the effect of lead generation can be visualized numerically, making it easier to understand whether ideal operations are being carried out. You can check the progress rate toward the target at a glance, so if there is a problem, you can make course corrections at an early stage.
From this, it can be said that setting KPIs is an important process for visualizing the status of lead generation and realizing more efficient operations. Here are five things to keep in mind when setting your lead generation KPIs:
Set Specific Metrics
It is important to set KPIs that are not qualitative, but quantitative ones that use specific numbers. By setting specific indicators such as “100 conversions or more” and “80% or more form completion rate”, team members share the recognition and it becomes easier to act toward a common goal.
Set Clear Numbers That are Easy to Measure
For example, it is important to set clear figures that are easy to measure, such as “15% conversion rate” instead of “increase conversion rate”, “20% or more form transition rate” instead of “increase form transition rate”. It makes it easier to grasp the current situation and makes it easier to plan future actions.
Be Aware of What is Achievable
Setting unachievable goals is likely to demoralize the entire team. When setting KPIs, instead of setting unreasonable goals, be aware of the achievable range and set realistic figures. Care must be taken as there are many cases where management presents goals that are too high to increase sales and lowers the motivation of the workplace. Ensure that you’re equipped with the correct brand marketing tools that will help in achieving your business goals.
Establish Metrics Related toGoals
In order to operate KPI efficiently, it is important to set indicators related to goals. For example, if you have a goal of “increase the number of orders by 100”, you will need to take specific measures to develop strategies to achieve this goal.
In the above example, the marketing strategy will change greatly depending on whether you want to increase 30 items of product A and 70 items of product B, or whether you want to increase 10 items of product A and 90 items of product B.
Carefully consider what kind of KPIs are effective to set in order to achieve your goals, and then set KPIs that match your company’s products and goals.
Set a Deadline
When setting KPIs, it is also important to set a “deadline” by when the indicators will be achieved. Even if you set a goal of “150% of the current number of conversions,” you won’t be able to come up with a concrete action plan if you don’t know when the deadline is.
By setting a deadline such as “within 1 month” or “within 3 months” and informing all team members, the specific actions that must be taken toward the goal will become clear.
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When conducting lead generation, it is important to set KPIs so that each person in the organization can clarify their role. Use concrete numbers to visualize your sales activities and understand what it takes to reach your goals.
In addition, when setting KPIs, it is important to set deadlines and proceed with sales activities while paying attention to the five points. Manage your metrics so they aren’t ambiguous, and review your achievements on a regular basis.
