Dispense with web analytics? Heresy! But that’s exactly what Adready’s new Director of Marketing Jonah-Kai Hancock did – and watched as his new lead scoring model, integrated with a CRM tool, helped conversion soar 189 percent, while leads grew 196 percent. Here’s how he did it.
Jonah-Kai Hancock: About four months ago, I joined AdReady and
was part of this new process. From a lead-gen standpoint, our marketing
function was very basic. A lot of people would come to our site, and we
didn’t have a lot of web forums. We didn’t have a lot of thought
leadership pieces. We really didn’t have information people could get
to. We didn’t have ways to capture people who were coming. Our visitors –
we really had no idea who they were.
One of my main initiatives was, how do we increase for the sales team
and from my standpoint as well visibility as to who’s coming, where are
they coming from, what are they searching for on our web site, and what
kind of content are they downloading? What do they find valuable?