CONVERSION RATES
Karin Hausmann helps businesses deliver millions of pounds of extra value each year by improving their lead-to-sale conversion rates .
For the expert strategic marketing leader conversion rate is king when it comes to exhibitions success – but the road to glory comes from careful tracking and measuring .
Hausmann started in publishing , before moving into exhibitions as head of marketing at Ascential Plc then becoming group marketing director at Hyve Group .
Now a freelance strategic adviser and also working with Collingwood Advisory supporting founders and CEOs of early stage and smaller media businesses with scaling-up and creating value , she has fine-tuned the
Preaching to convert
The thorny issue of lead generation and conversion rates is at the heart of every exhibitions business . So EN editor Emily Wallin sat down with strategic marketing adviser Karin Hausmann who has helped countless companies track , analyse and improve their conversion rates – and most importantly boost revenues process of helping companies lead the way in boosting businesses ’ success .
For that marketing must be an integral strategic part of the business , with incentivised teams generating quality leads for sales teams to convert she says .
“ Conversion rates , for me , are the top combined sales and marketing metric ,” says Hausmann .
“ I often see that marketing is given a lead target without aligning this with
“ Spending a lot of money and bringing in leads that don ’ t convert is wasted money .” the revenue target . This then results in marketing chasing a utopian number and wasting marketing budget .” Hausmann says generating meaningless leads is pointless- and that sales and marketing need to work together improve the quality and save wasted effort .
Demand generation and capture She advocates basing lead targets on revenue targets , and for sales and marketing to set up revenue engines
Summer — 25