subject: Measuring Web Leads for Lead Generation [print this page] Call center firms are getting deeper into the process of using the internet. Online lead generation is fast catching up with their telemarketing counterpart. There are several advantages of generating leads online, especially for a B2B firm. Websites and emails are the forms of business communication and it is through these methods that a B2B firm can conduct sales lead generation. While you do the process of generating leads, the business firms you want as clients are actually keeping an eye on the process that you are following. They are closely observing you to find out just how professionally you are doing it. Your approach will decide whether they get on board with you as a business partner. Here are some tips on how you can read the waters while generating leads online.
To begin with, too many call centers are hung up on the website analytics data. They check for unique visitors and page views every day. BPO managers sit for hours trying to crack the puzzle for higher number of visitors on the client's websites. These factors are important, but they are not the whole of the sales lead generation process. Having a certain number of visitors on the site every day doesn't necessarily mean that the traffic will convert into sales. The call center planners have to be more particular about the data that they are looking to track. The metrics of measuring the success of the call center services online will be determined by how the users and visitors are making use of the client's website. For example, a better idea would be to track the number of queries and comments that the users have made. That shows how interested users are in the client's brand or company.
A successful lead generation campaign will elicit responses from the users. There will be calls at the inbound call center desk. There will emails that the call center agents have to respond to. If it is a B2B firm that you are catering to, the business heads will be writing in with requests for quotes or company brochures. The BPO unit handling the project will have to keep a tab on all of these factors. The idea is to ensure that the return on investment (ROI) is favorable to the client that is financing the campaign. Moreover, the call center services firm has to differentiate between the kinds of web leads that they are getting. Leads can be divided as cold, vague or qualified. Adding leads to the kitty will not be of any help if they are not converting into sales at the desired conversion rate.
Sales lead generation online can be a tough ask and a simple one if you make it out to be. Keep the tracking parameters simple and uncomplicated. That will enable call center employees to record the right kind of data. Clients will also be able to find out how much work in being done in the BPO service unit. That way the clients know how the leads are being generated.
