How's it going, everyone?
we're talking all about lead generation.
We'll discuss identifying
How to build a solid measurement
framework. And how to increase your ROI.
Then I'll give you three tips
to help you optimize your early
Welcome to Salesforce on Salesforce.
look at how we run our sales
service and marketing businesses
you can apply to your own business.
Pipeline is the glue that holds sales
that the programs we create
that turns into revenue growth.
Lead generation can be defined
as the process of generating
for a service or a product
of turning that interest into revenue.
Every business is dependent
on inbound demand, either
through organic or paid channels.
downloading a piece of content,
signing up for a free trial,
for any kind of premium product.
However, not all leads are created equal
to run an efficiently gen program.
It's not just about the quantity
through control of who you're targeting
when you're targeting them
where you're targeting them
and then aligning the right message.
Let's put this into perspective.
Sales teams are getting leaner
are tightening as companies
prepare for this uncertainty ahead.
It's getting more expensive
to acquire new customers.
when revenue growth was a game of lead
it's critical for marketers
to optimize their strategies,
for every dollar they spend.
If this is an area in your business
that keeps you up at night, don't worry.
as a starting point to help you
optimize your lead gen strategy.
around your North Star metric.
Every business has a point
in their customer journey
where a person reaches their aha moment
is going to help make their lives
more successful or more efficient.
This could be in product behaviors
or identification through your sales team
or any combination of these.
of seven friends in ten days
or Slack's metric of 2000 messages
within a team of three users.
Or the traditional SAS model
around opportunity stages.
These moments are what we'd call
can simply be defined as a metric
growth and can be tied to increases
and therefore eventually revenue.
It's a metric that's backed by data
and that the entire or can rally behind.
This means that a perspective customer
by our sales development org
and accepted by our sales
The sales team will estimate
value of the opportunity,
to also begin to track an ROI.
to build out your measurement framework.
This metric is going to be
for your acquisition programs
you'll be asking yourself
How is the volume trending?
What sources are bringing
in these types of users and at what scale
for your paid channel specifically?
What is the cost efficiency
and campaigns that you're running?
This is also where you can start
to find the proxy metrics
particularly as you track them
further up your sales funnel.
For example, at Salesforce,
we don't care as much about overall
trends from our highest quality
If traffic is dropping from a top quality
because we know what the expected
Not all leads are created equal.
is that a lead is a lead.
not all of these are the same.
On the one end of the spectrum.
but low quality in terms of
they're looking for the products
and therefore their likelihood
On the other end of the spectrum,
that may be a lot more expensive,
but higher quality and ready to buy.
then there's everyone in between.
What actually causes the spectrum?
There are a lot of factors at play.
Things like targeting, accuracy,
who a person actually is versus
who the ad partner thinks they are,
how close these individuals
are to your target persona,
they are on their buying journey.
Is this their first interaction
or had they done research beforehand?
to learning about your product?
by pulling them out of their social feed
or from an article they were reading?
The various channels targeting options
and content you pair together to acquire
these leads can produce hundreds
or even thousands of iterations of who
Ideally, you want to understand
which of these combinations
produce, what quality of leads
An example of this variation
could look like this on LinkedIn.
You target a sales manager
within the financial services industry
And they've interacted with your business
They might be more expensive,
but they're highly likely to convert
on a banking news article with an e-book.
They're likely to convert
so the cost you're willing to pay
to the relative decrease in quality.
across your acquisition sources
which sources are scalable.
you want to spend the most time
where there is the most potential
is where you don't spend time
your team and supporting functions.
Working on the highest leveraged
you're driving the most efficient results
three test learn iterate scale.
Whether you're a one person team
there's always going to be room
for improving the efficiency
like you, prioritize spend.
If you can only run one or two,
which are the ones that are going to have
the biggest potential impact?
If and when you find success,
when you can take the potential scale
it due to market competition.
Performance will always decline
It's inevitable for all companies.
So take advantage of the windows
to repeat this process often.
For our team at Salesforce,
we take our highest traffic paid forms
testing on them at all times.
Some of the most basic changes
would have minimal impact
have driven significant returns.
changing the layout of the 6
shortening the vertical length
This increased form submission
on desktop computers by 10%
applied to all paid forms.
The scale portion of this process
now makes a meaningful impact
not all tests need to be big overhauls.
that when you do find wins,
they are impactful enough
to have a material impact
optimize your Legion strategy
to drive more revenue for your business.
I hope you enjoyed this episode
of Salesforce on Salesforce.
