B2B NewsPet industry newsWhat it is and how to use it

What it is and how to use it

-

- Advertisment -spot_img


Lead generation alone isn’t enough for successful marketing. It’s about understanding which leads are most valuable and how to get more of them. That’s where the split-funnel analysis comes in.

What is a split-funnel analysis?

A split-funnel analysis separates leads that have converted through lead generation campaigns and leads that have converted on high-intent forms. You can use it to analyse how many opportunities and customers were produced by your lead-generation campaigns compared to high-intent forms.

It reveals that leads who submit your high-intent form convert into opportunities and customers at a much higher rate. Even if there are fewer leads overall. On the other hand, whilst you can generate lots of leads through lead generation campaigns, they don’t convert effectively into opportunities and customers.

This data will help you make a case for inbound demand generation, which is a strategy focused on creating more high-intent form submissions.

Why should you split the funnel?

As marketers, it’s easy to fall into the trap of grouping all leads and marketing qualified leads (MQLs) together without analysing their conversion further down the funnel. This leads to wasted time and resources on generating leads that are unlikely to convert into opportunities or revenue, resulting in zero return on investment.

1. Identify leads that convert

MQLs that explicitly express interest in your product or service are more likely to convert into paying customers than those who download gated content or attend a webinar. However, when all MQLs are lumped together, it’s difficult to differentiate between the two. By analysing the performance of each channel separately, you can identify which leads are most likely to convert and focus your efforts accordingly.

2. Understand where your best leads are coming from

Splitting the funnel enables you to pinpoint exactly where your best converting leads are coming from, so you double down on these areas and allocate resources more effectively. On the other hand, you can identify areas where leads are generated in high volumes but don’t convert further down the funnel, allowing you to invest less time and money in these areas.

3. Obtain decision-making data

If you’re looking to convince yourself or stakeholders that some marketing channels may be ineffective, a split-funnel analysis provides you with reliable data that can drive change.

Ultimately, split-funnel analysis provides valuable insights into the effectiveness of your marketing efforts, letting you optimise your strategy and drive greater ROI.

How to conduct a split-funnel analysis

There are several ways to split the funnel depending on the technology available to you. The most effective, universal method is to use a spreadsheet and manually collate the data.

Download our split-funnel analysis template to get started

Instructions:

Step 1: Outline your sources

The first thing you need to do is outline your lead sources. This should include every channel that generates leads for your business.

split-funnel-analysis-sources

Step 2: Leads by source

Count how many leads were generated by each source and populate the cells accordingly.

split-funnel-analysis-leads

Step 3: MQLs by source

Count how many MQLs were generated by each source and populate the cells accordingly. In the next column, calculate the conversion from Lead to MQL.

split-funnel-analysis-mql

Step 4: Opportunities by source

Count how many Opportunties were generated by each source and populate the cells accordingly. In the next column, calculate the conversion from MQL to Opportunity (Next Step Conversion) and the conversion from Lead to Opportunity (Cumulative Conversion).

split-funnel-analysis-opps

Step 5: Customers by source

Count how many Customers were generated and calculate how much closed-won revenue was generated by each source. In the next column, calculate the conversion from MQL to Opportunity (Next Step Conversion) and the conversion from Lead to Opportunity (Cumulative Conversion).

split-funnel-analysis-customer

What are you waiting for?

A split-funnel analysis is a critical report to maximise your ROI. It lets you identify which channels and tactics are most effective at generating high-quality leads, and focus your efforts accordingly. This not only improves conversion rates but also allows you to allocate resources more effectively, avoiding wasted budget on low-quality leads.

So, if you’re not already using split-funnel analysis to report on your marketing efforts, it’s time to start now.

demand generation page details





Source link

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest news

“研学热”:一场“旅游+教育”的神奇化学反应

东南网8月26日报道(本网记者郑琦/文)日前,福建省文化和旅游厅评选出福建中青国际旅行社有限公司、福建智行研学教育科技有限公司等23家“优秀研学旅游服务机构”。省文旅厅将通过发挥优秀机构的典型示范效应 Source link

18个项目260亿!绍兴城市推介会走进港澳

“由衷期待双方以此次推介会为契机,持续深化经济、科技、教育、文化、体育等各领域沟通交流,努力打造更多标志性合作成果。”12日-14日,2024“港澳·绍兴周”在香港启幕,绍兴市委书记温暖率市代表团赴香 Source link

这种“教育”竟能做出撩动人心的美食?

30岁裸辞去蓝带学厨艺,毕业后仅仅用了2年的时间就一举成为百万粉丝的美食博主。这一次我们邀请到了美食博主徐人宇Vincent,以及蓝带国际大中华区董事总经理、澳大利亚蓝带学员商凌燕女士、蓝带巴黎学员侯 Source link

撒网预热进行时,小轮车推广进校园

伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。近日,“极限宝贝bmx初体验骑进校园”系列活动亮相上海市黄浦区 Source link
- Advertisement -spot_imgspot_img

撒网预热进行时,小轮车推广进校园

伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。4月30日上午,“极限宝贝bmx初体验骑进校园”系列活动亮相上 Source link

话说杨浦丨“赛艇女孩”,你在哪里?

上海海洋大学的历史可上溯至1912年成立的江苏省立水产学校。2006年,位于杨浦区军工路的上海海洋大学前身——上海水产大学,积极响应上海市教委号召,成功组织了“阳光体育大联赛”。宣传、动员过程中,学校 Source link

Must read

Lady Gaga and Cardi B Meet at the Grammys

What was expected of her was the same thing...

Jennifer Aniston’s Ex Justin Theroux Wishes Her Happy Birthday on Instagram

What was expected of her was the same thing...
- Advertisement -spot_imgspot_img

You might also likeRELATED
Recommended to you