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{"id":1341,"date":"2023-10-03T13:00:00","date_gmt":"2023-10-03T13:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/offline-conversion-tracking-boost-lead-gen-strategies-432706\/"},"modified":"2023-10-03T13:00:00","modified_gmt":"2023-10-03T13:00:00","slug":"offline-conversion-tracking-boost-lead-gen-strategies-432706","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/offline-conversion-tracking-boost-lead-gen-strategies-432706\/","title":{"rendered":"Offline conversion tracking to boost lead gen strategies"},"content":{"rendered":"

Ever get the feeling you’re reporting on – or your agency or marketing team is reporting on – the wrong metrics? <\/p>\n

Put another way, how high is your frustration level that your marketing team is bringing in hundreds of leads without any noticeable effect on your pipeline?<\/p>\n

Smart marketers are using offline conversion tracking to solve the issues I just laid out. If you missed my SMX Advanced session, keep reading to learn:<\/p>\n

What offline conversion tracking is.<\/li>\n
Why it matters for lead gen campaigns.<\/li>\n
When and how to use it. <\/li>\n
Success stories for implementation. <\/li>\n<\/ul>\n
This article will give you some to-dos that have helped many of my PPC<\/a> clients get more revenue from their marketing spend.<\/p>\n
What is offline conversion tracking?<\/h2>\n
Offline conversion tracking, or OCT, is a discipline that incorporates offline data to help marketers measure how their ads contribute to real business outcomes, not just marketing metrics (e.g., closed revenue, not just vanity leads). <\/p>\n
The data includes actions that users take somewhere other than your website, such as:<\/p>\n
- Visits to a local college to register for a course promoted online. <\/li>\n<\/ul>\n
  In B2B, this often takes the form of lead nurturing and qualification – a lead may register immediately as an MQL upon filling out a form (which all marketers should be able to track).<\/p>\n
  But from there, progression through your CRM from MQL to SQL to opportunity to closed-won all happens outside of your website property.<\/p>\n
  Dig deeper: 5 best practices for tracking offline conversions in Google Ads<\/a><\/em><\/strong><\/p>\n
  Why is OCT important in lead gen campaigns?<\/h2>\n
  We don’t have as many controls at our disposal today as everything’s moving hard toward AI and machine learning. <\/p>\n
  Without OCT, your advertising campaigns simply let increasingly powerful algorithms (Google, Facebook, and LinkedIn) find audiences likely to take a conversion action.<\/p>\n
  As most of us have seen, the combination of automation and basic form fills typically equals a lot of low-quality leads. <\/p>\n
  With OCT data fed back into those algorithms, you can teach the platforms to find the right<\/strong> <\/em>leads – those most likely to move along the customer journey and become customers or clients. <\/p>\n
  One note here: incorporating OCT means there’s a good possibility that you’ll:<\/p>\n
  \n
  End up paying more per lead. <\/li>\n
  Have to do the extra math of calculating cost per SQL or cost per opp to show the value of OCT. <\/li>\n<\/ul>\n
  Still, it won’t take long to see the efficiency in action.<\/p>\n
  Get the daily newsletter search marketers rely on.<\/p>\n
  \t\t\t\t\t\t\tBusiness email address<\/label><\/p>\n
  \t\t\t\t\t\t\t

Data delays<\/h3>\n\nSome offline actions (including closed\/won deals if the sales cycle is too long) may fall out of the usability window. <\/li>\n

Watch: Offline conversion tracking to boost lead gen strategies<\/h2>\nBelow is the complete video of my SMX Advanced presentation.<\/p>\n<\/p>\n\n