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Mike Lieberman, CEO and Chief Revenue ScientistMon, Aug 22, 2016 4 min read

Why Businesses Need to Prioritize Closed-Loop Marketing

{}Closed-loop marketing combines the efforts of sales and marketing departments to maximize the efficiency of your marketing channels. It uses cookies to track how visitors arrive at your website and what they do after they get there. Once they complete a contact form and convert to a lead, customer relationship management (CRM) software matches the information they filled in with their activity. This allows businesses to understand how clients navigate their site and what channels attract eventual leads and customers. 

With an effective closed-loop marketing strategy, a company can learn which channels and web pages benefit your business most and which need to be improved. As a result, this combined approach represents a valuable tactic for understanding your audience for the following reasons.

It’s Easier to Convert Leads and Gain Customers

After you’ve implemented closed-loop marketing, you’ll be able to use CRM software to see which paths customers take when they visit your website. Once you have this information, you can use it to streamline your website and arrange pages in a way that’s more intuitive to your visitors’ needs. This will allow you to understand potential customers better and reorient your content and site design to meet their browsing habits.

But closed-loop marketing doesn’t just show you how visitors interact with your site. It also allows your sales team to follow up on leads more effectively. If you know which pages a lead visits, you can understand the types of products and services they are interested in. You can then create a target persona for this lead, which will let you nurture potential clients and make superior decisions about how to attract desired clients. As a result, your sales team will be able to follow up with leads more effectively, which will help you convert visitors into customers in record time.

It Helps Your Sales and Marketing Departments Work Together

Closed-loop marketing lets your sales and marketing departments work together and communicate effectively to determine how to enhance both aspects of your company. The data gleaned from these procedures allow you to better understand the ways customers interact with your brand. As a result, it can influence the ways in which you both sell and promote your products. Through closed-loop marketing, you can determine which demographics view and purchase your goods, which allows you to make your advertising more effective because you can cater to these groups in a more effective way. This practice can also affect the deals you offer, how you interact with customers, and much, much more.

It Helps You Understand Your Marketing Channels Better

Tracking how visitors reach your site is an essential component of this marketing process. If you know how people first learn about your products and services, you can understand which parts of your marketing strategy are effective and which need to be changed. For example, cookies on your site will track which platforms customers used to arrive at your site. If you find, for example, that social media is attracting more leads and customers than your email marketing efforts, you can adjust your strategy to emphasize the strengths of your social media strategy.

This even works for specific platforms. If you want to track how well your Facebook and Twitter platforms are performing, for instance, you can insert tracking tokens into links. You can then track which platforms yield views, leads, and sales within an analytics tool. In implementing these strategies, you’ll draw more visitors to your site and convert them into clients faster than ever before.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.