The special case of inbound marketing campaigns

[tonmoypramanik]

In the specific case of an Inbound Marketing campaign , there are even more relevant numerical data for measuring ROI.

Here are the 4 main questions that will allow you to measure the ROI of an inbound marketing campaign:

#1 – How much does it cost you to generate a lead?
The cost of acquiring a lead is a metric that you must take into account to determine whether the Inbound Marketing actions carried out are consistent.

Just as there is a cost per customer, there is also a cost per lead. It is essential to know how much you will have to spend to get a lead.

This indicator allows you to verify that you are carrying out the best actions to generate qualified leads .

To calculate it, you simply need to calculate the ratio between the cost of your inbound marketing campaign and the number of leads generated.

#2 – How much does a customer bring you over time?
3 letters symbolize this indicator: CLV, for Customer Lifetime Value.

Are your customers more of a “one-shot” type or loyal over the years? Closely linked to new zealand email list the concept of cost per lead, this indicator helps you to know your customers: frequency of purchase, average basket, motivations to remain a customer with you.

By improving your customers' CLV, you naturally impact the ROI of your Inbound Marketing campaigns.

To learn all about the subject, we have written an article on the CLV

To go further: How to calculate your Customer Lifetime Value?
#3 – What is your visitor/lead conversion rate?
The isolated data of the number of visits to your website is of little interest if none of them convert into leads.

The volume of leads generated tells you directly about the quality of your conversion funnel. It is better to have only 2000 monthly visits that bring 200 leads rather than 15,000 visits for 25 leads, right?

By analyzing the performance of each of your landing pages , and your content in general, you can determine which path is most effective in converting your traffic into leads.

With this data, you will then be able to optimize the ROI of your Inbound Marketing campaigns.

#4 – What is your lead/customer conversion rate?
It is important to properly measure the level of qualification and maturity of a lead in order to treat it in the best possible way.

To do this, you can rely on the Lead Scoring methodology .

To optimize the ROI of your Inbound Marketing campaign, you must optimize the Leads/Customers conversion rate by identifying in particular the most mature and qualified sources of leads.