Lead generation doesn’t end at implementation of inbound and outbound sales strategies – they have to be constantly measured and tested to ensure they are generating the right leaders.
This can be done by engaging tools like Google Analytics, Facebook Audience Insights and AdWords Keyword Planner, to reveal and analyse what customers are looking for online, and also help with decision making around content placement, so marketing is directed to the right channels.
A/B testing across your ad campaigns also determines which offers or call-to- actions are performing the best – and then identifying which one is gifting a higher return in qualified leads.
And irrespective if you have inhouse marketing, or external agency support – you should make sure they’re doing all of this to deliver better quality leads to your business.