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Ruth Burr Reedy, VP Strategy at UpBuildisn’t seeing them convert like quickly enough. “Top of funnel marketing means you’ll get top of funnel leads,” said Ruth Burr Reedy, VP of strategy at digital marketing agency UpBuild, during a talk at our Martech Conference in Boston last month. Those higher funnel leads will, by their very nature, need more touches to convert to sales. “If the sales team is not expecting them, they’ll be unprepared to deal with them,” said Burr Reedy.

Expectation-setting is critical when marketing teams run higher funnel lead gen campaigns. To help marketers get a claear sense of how their campaigns are performing, the touches involved in converting certain leads and other insights, Burr Reedy laid out a framework for setting up lead scoring for attribution in Google Analytics. This can provide a better picture than what you get in your CRM. “Attribution in CRM can be really confusing and not snapshot of reality,” she said.

How to get started

First, talk to the sales team about how they qualify leads. “If you press them,” said Burr Reedy, “they’ll tell you they look at one or two dimensions — often title, company revenue or company size.” Then agree on the thresholds for those dimensions that qualify a lead as hot, warm or cold. Be sure you’re capturing these criteria in your forms.

sure they’re returning the data you want. (If you want to track fields from a dropdown list on your forms, Burr Reedy recommends Simo Ahava’s blog post for tips.) Of course, be very sure you’re not collecting personally identifiable information (PII).

Next, in GTM, create Triggers for each lead type — hot, warm, cold — and then Event Tags for each one.

set up, you’ll be able to get a much better picture of how these leads perform from within Google Analytics.

See customer pathing to understand how long the leads take to convert. Share this information with sales to help set expectations as well as get a better understanding of where you should focus your efforts by seeing which referral sources drive a disproportionate share of hot/warm leads that convert. You can also use this information to find on-page optimization opportunities. Look at landing page reporting in Analytics to see which pages drive hot/warm leads and which pages only drive cold leads.

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