inbound-marketing

168Inbound Marketingmake better decisions on how to allocate our sales effortand marketing budget.”The company measures and analyzes their data carefullyevery month and plots over time for their overall funneland for each source: number of unique visitors, number oftrials, number of customers, visitor to trialer ratio, trialer tocustomer ratio, and visitor to customer yield.This funnel shape information gives them a fantasticbaseline from which to run a myriad of useful experiments,such as increasing/decreasing PPC budget, increasing/decreasing the size of the trial sign-up forms, increasing/decreasing the size of their support number during the trial,and so on. Based on these experiments, Constant Contacthas continuously improved their yield over time, and despitehaving many competitors, is the sole e-mail marketing softwarevendor that is publicly traded.To Do1. Define all of your marketing campaigns/channels.2. Define your funnel stages.3. Measure each stage by channel.4. Measure the yield by channel.5. Measure the ROI by channel.6. Replace poor performing outbound channels withnew inbound channels.7.8.9.