Marketing and Lead Conversion Analyst

Marketing and Lead Conversion Analyst (Our Data Detective)

Most marketing jobs stop when the lead comes in. This one does not.

IBUYWI is looking for someone who can help us answer one important question:

How do we generate more profitable opportunities from our marketing and make sure we capitalize on every lead we pay for?

We invest heavily in TV, direct mail, PPC, data and other marketing channels that generate homeowner leads throughout Northeast Wisconsin. We need someone who can determine what is working, identify where opportunities are being lost and help us continually improve the entire process.

This is not primarily a social media, content creation or graphic design position.

This is a numbers driven role for someone who enjoys digging into data, finding problems, testing solutions and turning missed opportunities into revenue. We need you to become our detective who can solve the mysteries.

1. You will track marketing performance from the initial lead through the final sale.

That includes:

• Gross leads and qualified leads by marketing source
• Cost per lead and cost per qualified lead
• Appointments, contracts and closed deals
• Revenue and return on marketing spend
• Lead quality by list, campaign and channel
• Marketing budget compared with actual spending

Your job is not just to prepare reports. We have the data already tracked. We want you to explain what the numbers mean and recommend where we should increase, decrease or redirect our marketing dollars.

We have legitimate homeowner leads who have not answered, stopped responding or were never contacted enough times.

You will help build, test and manage a structured follow up system using calls, texts, email and other approved methods.

Initially, you will sit in along side our team inside these lead buckets so you understand why leads are being lost and what actually gets people to respond.

As the system improves, your role will become more focused on building, measuring and managing the process. We are not looking to turn a talented analyst into a cold caller.

You will review the full path from:

Gross Lead ->
Qualified Lead ->
Appointment ->
Contract ->
Closed Deal

You will identify where leads are getting stuck, where follow up is breaking down and where valuable opportunities are dying inside the CRM.

You will work closely with our sales and leadership teams to create clear follow up expectations and make sure every viable lead has a next action.

We want to understand what happens to the leads we do not convert.

You will research historical leads to determine:

• Whether the homeowner still owns the property
• Whether the property was listed or sold
• Whether it sold to another investor
• How long it took the property to sell
• How many times we attempted to contact the seller
• When our follow up stopped
• Which competitors are winning deals from us
• What we can change to improve our results

At times, this may include contacting former leads for simple market research about how they ultimately selected a buyer.

We want decisions based on real information rather than assumptions.

• Build and maintain a weekly marketing and lead conversion scorecard
• Track spending and results across TV, direct mail, PPC, SEO, data and other channels
• Audit lead sources and CRM attribution for accuracy
• Identify stale, neglected or incorrectly categorized leads
• Reactivate older leads and improve attempted contact recovery
• Monitor whether sales follow up systems are being completed
• Review list quality and direct mail performance
• Design small tests and measure whether they improve results
• Find duplicate, unnecessary or…