Looker Blog : Data Matters

Marketing Conversion Rates: Clarity, Trust, and the Feedback Loop

Jonathon Knapp, Manager, Enterprise Business Development

Jun 15, 2017

Marketing Conversion Rates

Test, measure, iterate. The dialogue is similar with most SDR departments across tech: book more meetings, make more calls, adopt new approaches. There are so many different types of strategies, and while each approach has its value, I think we can all agree that these approaches are meaningless if you can’t track the effectiveness of the approach.

At Looker, our SDR team takes a multifaceted data-driven approach to everything we do. Below, I’m sharing the most valuable metrics and ‘Looks’ (aka: dashboards, if you aren’t a Looker-user) that our team uses to achieve maximum efficiency.

Clarity

Our SDR team understands the value of Looker to our process. We rely the conversion data on our Looker dashboards to influence our team’s daily workflow. From monitoring the pipeline to something as simple as tracking phone calls made, we’re always exploring data to learn how to maximize our efficiency.

When we need additional clarity regarding a specific program’s conversion, we can check the conversion metrics against what we know to be a solid benchmark number, and then update our follow-up process accordingly. For instance, if a lead comes from a new lead generation program and they are not explicitly interested in BI or analytics, we’ll know to put them on a longer educational email cadence to help us better understand their specific wants and needs.

If a lead comes to us from organic traffic and has viewed a recorded demo or other Looker-specific content, we treat these actions as high-value. We prioritize these leads and follow up with highly targeted emails and phone calls. We gauge all successes and failures within Looker and will often find that certain methods of outreach - calls, drip emails, social touches, etc - will yield the best results. In order to maximize our outreach, we strive to match the BEST messaging with the BEST leads.

Trust

Trust goes a long way. Whether it’s trusting your colleagues, trusting different departments, or trusting your company as a whole; there need to be mechanisms in place to achieve trust. There are so many mechanical and organic ways to build trust and solidarity within a company. At Looker, we utilize data to build trust. Data is the great equalizer and all of our data is visible for the entire company to see and explore. If an SDR is underperforming or crushing their goals, the entire company can see that. The same goes for sales and marketing.

For marketing, SDRs, and sales to have point of reference and an open line of communication, it’s imperative that we understand the conversion of these leads to meetings, program funnel metrics, and the life of the lead. If a program is performing poorly, we can then track the effectiveness of our phone and email follow-up. Are our cadences bad? Are the personas poor? Not sure? This is when we ask the question in Looker.

In Looker, we are constantly assured that every team is accessing the same data from a single point-of-truth. Therefore the metrics are all going to determined the same way, every time. Since we all know we can trust the data and metrics we’re looking at, the data opens up clean lines of communication within and between teams.

The Feedback Loop

Remember the days of passing spreadsheets back and forth? You would have to save your iteration with something like “J.K.- edit” and after about 10 passes the data would lack any semblance of the initial draft.

Well, with Looker’s web-based architecture, deep-diving into a marketing campaign’s effectiveness is as easy as sharing a URL. With Looker, it’s that simple.

I can run ad hoc analysis on the data, chat it to a peer, let them dive in, and then we can discuss and take actions based our findings. It’s so dang simple and so incredibly easy to track changes and iterate on changes. Looker has become one of the best collaboration tools I’ve ever utilized.

This is the story for our finance, sales, marketing, customer success, and support teams. The feedback doesn’t only have to be siloed. Much like any mature business, we are sharing data cross-departmentally by sharing dashboards and Looks within an email, scheduled out, as an alert, through a chat, or embedded in our intranet. We have a clear understanding of our data, and we are all constantly collaborating over the data to make our business successful.

So far, I would say we’re doing pretty darn good.


Check back in a couple weeks and I’ll dive deeper into the 5 Must-Have Dashboard elements to increase SDR/BDR efficiency!

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