Your marketing team’s inbound channels are important for a wide variety of reasons, but Sococo knows that without high-performing channels, their growth goals would be out of reach. “When looking at our overall sales and marketing funnel, we were pretty impressed with some of the steps as far as the conversion rates went, and some we knew could be improved, but we wanted to know at a more granular level where they could be improved,” says Kyle Garrett, who runs Sococo’s Sales & Marketing Operations. To answer what specifically needed improvement, Garrett built their Marketing Inbound Funnels dashboard.

Sococo’s Marketing Inbound Funnels dashboard is their source of truth for channel performance. It allows them to quickly reference if channels are healthy or need attention. And, as a growth focused company, it’s critical that Sococo knows which channels are leading to the most won deals and why.

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Different consumers interact more often with different platforms, and Sococo wanted to be sure they were hitting the right customers to get the most ROI from their ad spend. For each lead source, Garrett created a unique conversion funnel to visually represent which channels were converting the best to leads, opportunities, and closed/won deals. These included channels such as Facebook, Google Ads, LinkedIn, and web sign-ups for trials.

After reviewing their conversion paths using their dashboard, Sococo discovered three things:

1. The Google Ads funnel had the lowest lead-to-customer rate
2. Their highest conversion path was when leads signed up for a free trial
3. Most of the site’s trial sign-up traffic was coming from Google
   

For some companies, this information may have led to a simple answer: Google Ads aren’t converting well, so spend there should be decreased. But Sococo’s marketing team dug deeper.

According to their web sign-up funnel, organic Google traffic was one of the highest lead drivers so the lack of ad conversions which led them to think that the lack of leads may not be due to the channel itself and, instead, have to do with the messaging of Sococo’s ads.

After digging through the data and assets, they discovered that although their best path to conversion was signing prospects up for a free trial via their website, Sococo’s Google ad call-to-actions asked prospects to sign up for a live demo instead. Google, as a channel, had the traffic; but, Sococo was sending customers down the wrong conversion path with the ad CTA. Now, Sococo is looking forward to creating an optimized Google Ads funnel that will set leads on the right journey from the beginning and bring in more paying customers for the business.