Measure What Matters with Multichannel Analytics

Reaching out to your prospects through multiple channels without having a mechanism to measure its effectiveness is disastrous. It’s crucial to manage, analyze, and measure the success of these campaigns with the help of multichannel analytics. 

Effective campaign management ensures that sales outreach campaigns are organized, targeted, and executed efficiently. 

However, knowing the health of your campaigns is equally important to understand if everything is as planned. Data analysis, in this approach, plays a pivotal role. 

By analyzing metrics such as open rates, response rates, engagement levels, and conversion rates, sales teams can gain valuable insights into what’s working and what needs improvement. 

This data-driven approach enables informed decision-making. Key Performance Indicators (KPIs) are essential to evaluate the success of sales outreach efforts.

Whether it’s tracking the number of qualified leads generated, the conversion rate from prospect to customer, or the overall ROI of a campaign, measuring KPIs helps sales teams gauge their performance, help assess their sales strategies, and drive actionable results.

Top KPIs for multichannel sales engagement

In this section, let’s explore the essential KPIs and key metrics that enable effective analysis in multichannel sales. 

Effective multichannel sales engagement demands a meticulous approach to measuring performance across various touchpoints. 

Get hold of actionable insights critical to your campaign from our reports section and understand how you can measure the effectiveness of your outreach across channels.

Metrics for Email Outreach

• Open rate: Measure the percentage of recipients who open your email, indicating initial engagement and interest.
• Response rate: Measure the percentage of prospects who responded to your email after opening your email, indicating initial engagement and interest.
• Delivery rate: It measures the percentage of emails successfully delivered to recipients’ inboxes versus those that bounced or were undeliverable. A high delivery rate indicates effective email list hygiene and sender reputation.
• Unsubscribe rate: This measures the percentage of recipients who opt-out of receiving future emails after receiving a campaign. It reflects subscriber engagement and satisfaction with your content. Monitoring unsubscribe rate helps gauge the relevance and effectiveness of your email content.
• CTR: Evaluate the proportion of recipients who click on links or CTAs within your email, reflecting the effectiveness of your content and messaging.
• Conversion rate: Assess the percentage of email recipients who take the desired action, such as making a purchase or scheduling a meeting, indicating the overall success of your email campaign.
• Bounce rate: Monitor the percentage of emails that fail to deliver due to invalid addresses or other issues, highlighting the quality of your email list and deliverability.

Metrics for LinkedIn Engagement

• Profile views: Track the number of views on your LinkedIn profile to gauge visibility and interest from prospects and industry peers.
• Connection requests sent/accepted: Measure the volume of connection requests sent and accepted, indicating the growth of your LinkedIn network and potential outreach opportunities.
• Engagement rate: Assess the level of engagement (likes, comments, shares) on your LinkedIn posts and updates, reflecting audience interest and interaction with your content.
• InMail response rate: Evaluate the percentage of LinkedIn InMail messages that receive a response, indicating the effectiveness of your outreach efforts and messaging.

Metrics for Calling (Phone Outreach)

• Call volume: Monitor the number of calls made by sales representatives within a specified period to track activity levels and outreach efforts.
• Call connect rate: Measure the percentage of calls successfully connected with prospects, indicating the effectiveness of contact information and calling strategies.
• Talk time: Assess the duration of meaningful conversations with prospects during calls, reflecting engagement and the quality of interactions.
• Conversion rate: Evaluate the percentage of calls that result in desired outcomes, such as appointments scheduled or deals closed, indicating the overall success of calling campaigns.

Tracking multichannel sales outreach campaigns

Define clear objectives: Clearly outline the goals and objectives of your outreach campaigns across different channels, whether it’s generating leads, increasing sales, or improving customer engagement.

Utilize UTM parameters: Implement UTM parameters in your campaign URLs to track and analyze the source of website traffic accurately. This allows you to attribute leads and conversions to specific outreach channels such as email, social media, or PPC ads.

Implement CRM integration: Integrate your Customer Relationship Management (CRM) system with your outreach tools to centralize and streamline data collection. This enables you to track interactions with prospects, monitor lead progress, and measure campaign performance effectively. Implement CRM software like Salesforce, HubSpot, or Zoho CRM to track and manage customer interactions

Implement call tracking solutions: Incorporate call tracking solutions that assign unique phone numbers to different marketing campaigns. This enables you to track phone call leads back to specific outreach efforts, providing valuable insights into campaign effectiveness. Incorporate call tracking software like CallRail, CallTrackingMetrics, or DialogTech to track inbound calls generated from sales outreach campaigns.

Social media management platform: A social media management tool is a platform or software designed to streamline and optimize social media activities for businesses and individuals. These tools typically offer features such as content scheduling, social media monitoring, analytics, and engagement tracking across various social media platforms like Facebook, Twitter, Instagram, LinkedIn, and more. HootSuite, Buffer, CoSchedule, Sprout Social, etc. are some of these tools.

Analytics and reporting tools: Utilize analytics and reporting tools like Google Analytics, Adobe Analytics, or Microsoft Power BI to track website traffic, conversions, and user behavior across various channels. These tools offer customizable dashboards and reports to monitor campaign performance effectively.

Final takeaways

Campaign management ensures organized and targeted outreach, while data analysis provides valuable insights for improvement.

Analyzing metrics like open rates, response rates, and conversion rates enables informed decision-making and drives actionable results.

Effective tracking of multi-channel sales outreach campaigns requires a strategic approach and the use of advanced tools and technologies. By implementing these strategies and leveraging sales tools, you can gain valuable insights, optimize your outreach efforts, and drive greater ROI.