Post-Click Conversion Optimization For Long Sales Cycles

My latest Search Engine Land article is out titled: Post-Click Conversion Optimization For Long Sales Cycles.

In this article, I describe a low-tech approach to tracking clicks to conversions when your sales cycle is something like:

Buy click to website
User downloads whitepaper after giving you name & email address
Those who download the whitepaper are sent an email invite to attend a product webinar (where you also collect phone number, company name, etc)
Those who attend the webinar are then called by the sales force
Sales force tries to sell the product

Few systems have a nice approach for tracking these disparate systems. However, you can use simple spreadsheets to build a conversion funnel so you can not only optimize each step of the conversion process, but you can see what a click is actually worth to your business.

I think it’s an excellent read not only those involved in long sales cycle, but for anyone who wants to think critically about merging data sets and how simple it can easily be. I hope you enjoy Post-Click Conversion Optimization For Long Sales Cycles.

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