Revenue Is The Only Marketing Metric That Really Matters

Marketing Metric Revenue Marketing 261

Thanks to Leadfeeder for having me as a guest blogger. The original post, All sales teams would love a 2000% increase in their monthly lead volume… Or would they? can be found on Leedfeeder’s blog. You’ll learn more details on the marketing campaign, as well as the specific steps I would take to improve it.

I once launched an inbound marketing campaign that increased lead generation by 2,000%. With that kind of result, you would think I was popping open the Champagne and celebrating, right? Well, not exactly. In fact, if I could go back, I’d do it all differently.

The campaign was for Layer, a business conversation platform. At the center of the plan was a free Messaging Design Kit. This quick download was designed to help you knock out hours of design work with one neat little package.

It was a hit. The kit was downloaded more than 10,000 times, and it brought the sales team 3,500 leads in just 30 days.

Marketing Campaign Lead Revenue
Google Analytics website traffic that depicts the heavy increase in visitors from the launch of the Messaging Design Kit.

Phase one was a success. We saw a huge spike in web traffic, lots of organic social activity, and a ton of love on Product Hunt. Everything was blowing up in the best way possible, but now we had a new task to tackle. It was time to convince thousands of new leads to become customers.

Looking back, I see that we could have done more to nurture different types of leads. We also could have better prepared the sales team to handle the huge influx. Above all, we needed to focus less on the volume of traffic, and put our energy into the one metric that actually matters: revenue.

When your campaign gets you this level of attention, you have to make sure you’re completely prepared for the next steps. Fortunately, you can learn from the challenges we faced, and the insights we gained along the way. Read the full story over on the Leadfeeder blog.

By Michelle Urban

Michelle Urban is the founder of Marketing 261, a digital agency for startups. With a hands-on, get-it-done attitude, she and her team focus on executing measurable plans to get real results. For over 15 years, she’s built scalable marketing programs for demand creation, lead generation, customer advocacy, and engagement. She’s also a wanna-be writer and weekend windsurfer who occasionally binge-watches Netflix. Ask her about the time she danced with Oprah and Beyoncé on live television.