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Six Sigma in marketing
Six Sigma enables companies to improve marketing’s strategic, tactical and operational processes: let us take as example improving the quality of leads generated by a company website.
A company used its website as a lead generation machine, allowing visitors to download whitepapers and software demonstration copies (over 200,000 per year). For each downloaded item, a lead was sent to the company’s call center – however, the CEO was frustrated with the low conversion rate (CR) of those links – less than 1%.
A company used its website as a lead generation machine, allowing visitors to download whitepapers and software demonstration copies (over 200,000 per year). For each downloaded item, a lead was sent to the company’s call center – however, the CEO was frustrated with the low conversion rate (CR) of those links – less than 1%.
