What are the benefits of using multi-channel marketing for lead generation?
What are the benefits of using multi-channel marketing for lead generation?
In our last post, we talked about building your sales process on solid information. Once you have that foundation, it’s time to get your team moving. Many business owners come to us asking, "What are the benefits of using multi-channel marketing for lead generation?" The short answer is: more opportunities. But more opportunities mean you need better management.
Agreeing Goals and Staying Accountable
I have found that the best way to hit a target is to involve your team in setting it. If you want to know, "What are the benefits of using multi-channel marketing for lead generation?", one major benefit is that it gives your team different "stories" to tell.
Don’t just ask for a number; ask for the story.
It is easy to say, "We’ll get 100 clients this month." It sounds nice, but how does it happen? If your team is using LinkedIn, email, and cold calling, they should be able to explain the basis of that goal. Asking for the story behind the number helps you "sense check" the plan. You might find that 100 is realistic because the multi-channel approach is working, or you might realise 50 is a more honest starting point.
Set the three types of KPIs:
To truly see "What are the benefits of using multi-channel marketing for lead generation?", you need to measure three things:
Activity: The minimum number of calls, emails, or clicks needed to get your message out.
Quality: How effective was the message? (Think open rates or call connectivity).
Outcomes: The final result when you factor in activity and quality.
When you track all three, you ensure you are doing the right amount of work, at the right quality, to get the results you want.
Diagnose the Results and Keep Learning
Once the work is happening, your job as a manager is to solve the problems that get in the team's way. If you are still weighing up, "What are the benefits of using multi-channel marketing for lead generation?", remember that having multiple channels allows you to compare what is working best.
Check your "spread" of performance.
Averages can be tricky. If your five sales people average three sales a day, does that mean everyone is doing well? Or is one "superstar" getting 10 sales while the others get zero?
This is where we look at Standard Deviation. Don’t let the maths scare you—it just shows how spread out your results are. If you want to understand, "What are the benefits of using multi-channel marketing for lead generation?", you can use this data to see if a specific channel (like telemarketing) is producing consistent results across the whole team or if it only works for one person.
How to measure your spread:
Spreadsheet it: List your leads for each person and each day.
Pivot Table: Use your spreadsheet to find the "Mean Average" and the "Std Deviation."
Review: See what is happening 67% or 95% of the time.
By checking the distribution of your results, you can identify sticking points. If one channel is struggling, you can fix it. That is one of the best answers to, "What are the benefits of using multi-channel marketing for lead generation?"—it gives you more data to learn from.
Keep the Cycle Going
The final step is to take what you’ve learned, change your expectations, and start again. This creates a "virtuous cycle" of growth.
If you are ready to scale but are still asking, "What are the benefits of using multi-channel marketing for lead generation?", Park Row Marketing is here to help. We specialise in turning these complex data points into simple, actionable sales processes that help UK businesses thrive.
