Article · Paid Media
The Art of Performance Marketing
If a campaign is rewarded for every form submission, it may learn to produce more forms rather than more customers.
If a campaign is rewarded for every form submission, it may learn to produce more forms rather than more customers. Start by defining what the business values.
Why the topic matters now
Distinguish enquiries from qualified opportunities and sales. Use the most reliable available signal, and involve the people who review the leads. Keep the definitions consistent.
Agree what counts as a suitable lead.
Make changes you can learn from
Set a hypothesis, control the budget and allow a sensible review period. Compare results with lead quality and economics. Scale when the evidence supports the decision.
Bring sales feedback into reporting.
Put the idea to work
Agree what counts as a suitable lead. Bring sales feedback into reporting. Review cost and quality before scaling.
A change needs a clear hypothesis and comparison.
Why this matters
Give the work a useful business purpose.
Form volume can hide poor opportunity quality.
What to understand
Three ideas worth keeping.
The purpose
Define a suitable opportunity.
The useful check
Use feedback from the sales team.
The next step
Review quality before scaling.
Aeolus view
Keep the useful question in view.
Form volume can hide poor opportunity quality.
The people reviewing enquiries can improve campaign decisions.
A change needs a clear hypothesis and comparison.
Agree what counts as a suitable lead.
Review cost and quality before scaling.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.