Closed-Loop Marketing

Closed-loop marketing is referred to the process of marketing that depends on data & insights from closed-loop reporting. The term “closing the loop” is associated with the process of sales team, reporting to the marketing team about the status of the leads they received that helps the marketing team to evaluate their best and worst lead sources.

To be an effective marketer, one should be able to link every lead or customer back to the marketing efforts that brought them here. Through this method marketers are able to prove their worth and understand how to reach their targeted audience more efficiently.

The first step in closed-loop marketing begins with the visitor arriving on the website and a cookie being set on their referral source. When these visitors browses through the website, the cookie tracks the visitor’s each and every actions. The visitor then converts into a lead by filling and submitting the form used to capture leads. Finally, the prospective lead becomes a customer and the original source is credited. 

Closed-loop marketing can be set up but you should be able to map the marketing activities to sales and this integration requires connecting the software used for marketing to your customer relationship management (CRM) software.
This helps in understanding the conversion rates in a website and also its most influential pages. It also enables in achieving alignment between sales and marketing departments and defines their operations.

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