Lead Generation Must Be a Measurable Activity

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The Tools to Use As we always say during meetings and briefings with our clients, it is essential to prepare Inbound Marketing methods, marketing automation and Lead Generation strategies so that the real economic return of each Euro invested in communication projects is verified. For this reason, in every action, it is essential to use tools and/or solutions that allow the traceability of activities: Reports, Google Analytics, CRM and so on.


It is clear that this concept is easily applicable to all 2.0 activities that exploit the Internet channel such as email marketing campaigns, article marketing, viral marketing , etc… It is more difficult, however, to apply it to traditional forms of communication that use channels such as  beb directory postal  mailings, posters, flyers, TV and radio spots. To measure the return of a campaign it is essential to channel all the contacts and data collected into a CRM (Customer Relationship Management) . If set up and used correctly, CRM allows you to statistically verify a huge amount of information.

We report just a few: Origin of contacts What is the source that yields the most and/or allows you to obtain the lowest cost/contact? Which of these contacts turned into customers and therefore generated income? What are the most requested services? Which sales person works best etc… Lead Generation Strategy: Where Do I Take the Contacts? The acquisition of Lead data can be done in different ways, based on the tool we are using and above all on the objectives we have set ourselves.