07 10th, 2010| 
Lead analysis ROI Calculator
Use the ROI calculator to analyze how your marketing campaigns perform. Details are described below the calculator.
Not all marketing campaigns are created equal. Some produce a lot of buzz with little sales, while others go unnoticed but land a few major deals. So how can you realistically compare marketing campaigns with disparate results? Undeniably, the best indicator is the bottom line – the campaign ROI. But to get more granular analysis, it’s best to divide the campaign into stages and compare the following metrics:
- Total Leads: Total number of unique, identifiable leads generated by the campaign. This ignores duplicates, anonymous and fictitious leads.
- Marketing Qualified Leads: MQLs are a subset of total leads. These represent the target audience you can potentially sell to (target industry, company size, geographic region, etc.)
- Sales Qualified Leads: SQLs are a smaller subset of MQLs. These leads have a resonable chance of closure (have budget, need, and urgency). The SQLs are the ones your sales team gets excited about.
- Deals: These are the closed sales – money in the bank and a happy new client.
By tracking these numbers, you can calculate step drip ratios. These can pinpoint your success factors or bottlenecks in your campaign. Depending on the type of campaign your ratios will look different, as shown below with actual lead counts (keep in mind the calculator shows step-drip ratios and not lead counts.)
- Lead Generation: These campaigns give small number of total leads that taper off proportionally to MQLs, SQLs and Deals. A good example is a campaign that generates sale demo requests.
- Demand Generation: Gives medium number of total leads. Huge drop from MQL to SQL. Examples include whitepaper downloads, webinars, speaking sessions, etc. That’s because your potential market may be interested to hear your webinar, but not necessarily looking to buy a solution.
- Branding: Gives highest number of total leads, but very little MQLs. Examples include open-for-all contests, free give-aways on Twitter, etc. Large scale branding may get you heard everywhere, but a small portion is your potential market.
Use the calculator to understand the performance of your past marketing campaigns. If you need further help analyzing and developing lead-generation programs then contact us for a free consultation.
