B2B Closed Loop Reporting

This week Sam Fonoimoana (@samfonoimoana) fills in for Matt Umbro (@Matt_Umbro) hosting PPCChat with a great question set titled “B2B Closed Loop Reporting.” The following is the transcribed Streamcap from the live chat:

Q1: How do you track and report on the quality of your leads currently?

  • Getting data from client CRM, either directly or via reports sent to us from clients. – Melissa Mackey (@Mel66)
  • Depends on company. Worst case – listen to calls and ask for feedback on form fills. Best case – import to Adwords from CRM. – Luke Alley (@LukeAlley)
  • Depends on the client. Anything from connecting to CRM to keeping Google spreadsheets for cross-referencing. – Timothy Jensen (@timothyjjensen)
  • Varies by client, but ideally lead source has detailed tracking & how those leads performed sent back from CRM/client. – Julie Bacchini (@NeptuneMoon)
  • Ideally a CRM system. If not, use GTM to capture company name form fields in Google Analytics. – Joe Martinez (@MilwaukeePPC)
  • Some data from calls, and the forms I am BCC’ed, but mostly client feedback, IF they even track (frustrating when they don’t). – Mark Kennedy (@markkennedysem)
  • Supplementary software that unites Adwords etc with the client’s CRM data. – Colleen McCaskell (@SpitfirePPC)
  • I like starting campaigns by being on all form fills or calls. Gratifying seeing them start to roll in. – Luke Alley
  • Depends on the client’s CRM system, but as a minimum tracking an average lead to competition rate. – Liam Waites (@LiamWaites)
  • CRM for mid/large clients. Small accounts/clients you have to talk to them and get qualitative feedback…as flawed as that is. – Jordon Meyer (@jordonmeyer)
  • We measure our fundraising leads by tracking the KPI’s that suggest likelihood to donate and project expected CR within 3 years. – Aviva Downing (@AvivCuriously)

Q2: What is your definition of “closed-loop reporting”?

  • I’d say it’s tying qualitative and quantitative data together to make smarter decisions. – Luke Alley
  • Visibility through to Closed Won or SQL / Opportunity at the least (when sales cycle is 6 months+ and you need to optimise). – Colleen McCaskell
  • Going beyond “on paper” and gathering as much info from sales people and CRM as possible to feed back in to strategy. – Julie Bacchini
  • Feeding additional data from further down the sales funnel back into marketing activity to better understand performance. – Liam Waites
  • Tracking everything from initial interaction to closed sale. Takes in a lot of factors such as close rates, closed dollars, etc. – Joe Martinez
  • With leads, more like an endless loop? every month we meet with fundraising to analyze lead performance. – Aviva Downing

Q3: What things can be gained by implementing closed-loop reporting?

  • Full-funnel optimization as opposed to just optimizing for the initial lead/conversion. – Melissa Mackey
  • Longterm value beyond simple conversion totals. What % of contact form conversions actually generate sales? Average value, etc. – Timothy Jensen
  • If client fully buys in, your strategies can only be better. Knowing if lead type becomes big or small purchase matters. – Julie Bacchini
  • Pretty much this. You’ll finally be able to get numbers to see how much a true conversion is worth. – Joe Martinez
  • Better understanding to improve the quality of leads, calculate a true ROI and identify sticking points in the sales funnel. – Liam Waites
  • Can learn all kinds of useful things too, like geographic differences, high LTV vs. low, etc. – Julie Bacchini
  • The true value of PPC. Last click tracking is not the full value of the channel, so better reporting only helps grow Paid. – Jordon Meyer
  • One example: ditching target CPA & working to reduce cost per SQL, allowing CPA to rise to acquire higher quality leads. – Colleen McCaskell

Q4: There are many stages in the sales cycle/funnel. Which should we optimize to and why?

  • As a rule of thumb we shoot for the one furthest down the funnel, that still has enough data points to optimize off of. – Luke Alley
  • This is a tough question. Want to optimize down the funnel, but need enough leads/MQLs to feed the funnel too. – Melissa Mackey
  • With B2B I’m often looking at MQLs & SQLs because closing is such a long game. It’s mission-critical to get past the conversion. – Colleen McCaskell
  • Layered approach – if you can do some “down funnel” awesome. But need outer inquiries too, especially for long sales cycles. – Julie Bacchini
  • Not necessarily 1-size-fits-all answer. Be strategic to client. Use data from what works further down the funnel to apply higher. – Timothy Jensen
    • True. Learning from the client about their process is key to determining which stage is both fast & big enough. – Sam Fonoimoana
  • Also, figuring out at what point in sales cycle search is most likely & most fruitful. Not all stages have lots of search. – Julie Bacchini
  • Feeding the funnel would be priority as a paid marketer, but highlight the biggest leaks would be the biggest impact on result. – Liam Waites
  • Also, there are different strategies, ads, calls to action, content, etc for each part of the funnel. – Mark Kennedy
  • BEST Advice: Drake “Started from the bottom (funnel) now we here (top funnel)” Max out profit then work your way up the funnel. – Jordon Meyer
  • Be careful to make sure it is stage that is well dispositioned aka all sales reps are dispositioning. – Sam Fonoimoana
  • Quality of client’s lead nurturing impacts what part of funnel too. If they nurture well, PPC’s role at diff points will vary too. – Julie Bacchini
  • If their sales team has a great close rate, I’ll put most effort on bringing in more leads. – Joe Martinez

Q5: For those with experience with closed-loop reporting, what things did you have to do to put this in place?

  • Usually takes huge effort between agency & client to set up reporting processes, cadence, data flows, etc. – Melissa Mackey
  • We optimize for the bottom of the funnel & work backwards to understand how many MQLs we need to drive to meet revenue goals. – Eva Sharf
  • Can’t be down without helping them internally. Help clients set up a system to track and record leads every step of the funnel. – Joe Martinez
  • Usually takes much more effort than I’ve thought each time. Even after it’s in place things tend to “break” so some upkeep too. – Luke Alley
  • Salesforce, GA, Call tracking, In-Store Visit tracking beta from Google + Good client communication. Amazing, but rare. – Jordon Meyer
  • Some sort of referrer tracking to attribute source to form leads. Call tracking. Work with client to establish expectations. – Timothy Jensen
  • For smaller orgs sometimes need a CRM consultant to get setup right, or developer to have forms pass data into CRM properly. – Julie Bacchini
  • Everyone involved needs to be invested in the process; there’s input needed at each step for it to be worthwhile. – Liam Waites
  • Usually assist the client with implementing some reporting software that we can both use. – Colleen McCaskell
  • Google has given us some good tools such as GCLID tracking. This can be passed into the CRM upon form fill and follow the lead. You still need to set up the GCLID passing but it is pretty sweet once you have it done. – Sam Fonoimoana
  • Painful part is the setup is never the same from client to client. Can have somewhat of a process, but need to customize. – Timothy Jensen

Q6: What CRM’s/other systems are you or your clients using to manage the sales funnel?

  • We used to use Marin to tie CRM and Adwords/BingAds data together but we found a cheaper solution. – Luke Alley
  • We use Tableau to pull in data from multiple sources into one dashboard/report. – Melissa Mackey
  • Pardot and Bizible. I’d be keen to hear more about people’s DIY solutions though! – Colleen McCaskell
  • Salesforce, Pardot, Mixpanel, Kiss Metrics, Hubspot, Leanplum, Microsoft Dynamics, …SO Many. – Jordon Meyer
  • Seeing a lot of CRM + Automation + Attribution. e.g. Salesforce + Pardot or Marketo + Bizible. – Dave Rigotti (@drigotti)

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More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Aviva Downing (@AvivCuriously)
• Colleen McCaskell (@SpitfirePPC)
• Dave Rigotti (@drigotti)
• Joe Martinez (@MilwaukeePPC)
• Jordon Meyer (@jordonmeyer)
• Julie Bacchini (@NeptuneMoon)
• Liam Waites (@LiamWaites)
• Luke Alley (@LukeAlley)
• Mark Kennedy (@markkennedysem)
• Melissa Mackey (@Mel66)
• Timothy Jensen (@timothyjjensen)
 

Closed Loop Streamcaps

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

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