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How to Improve "Attract"
How to Improve "Attract"

Actionable advice on how to iterate and improve your "Attract" performance - one of the 7 strategies for growth.

Jessica Nash avatar
Written by Jessica Nash
Updated over a week ago

💡 Get an introduction to the Growth Engine and the full glossary of terms here.

What is the "Attract" Growth Strategy?

Attract is the first of seven growth strategies that make up the Growth Model.

Your "Attract" Performance

The “Attract” growth strategy is all about being laser-focused in your marketing. We've analysed the volume and velocity of Enquiries you're generating over time - take a look to see if your Enquiry velocity is on the up (or not) in your Growth Engine.

How is "Attract" performance calculated?

Your "Attract" performance is based on the number of Enquiries you're generating and hence measures how big (wide) your marketing funnel is.

To represent your data as a comparable trend over time, we've used trailing twelve months (TTM) (a period consisting of data for twelve consecutive months), so that every period is comparable and contains an instance of every month. This is done to reduce effects of seasonality in the metrics. TTM analysis is the clearest way to see true trends in velocity accounting for seasonal variances in December, summer vs. winter, bank holidays etc. It clearly illustrates whether you're successfully accelerating the velocity - are you generating more Enquiries in a period, or is your velocity static or even falling?

Whether you need to reverse a falling trend, bump up a static trend, or accelerate an already upward trending velocity, keep reading for great strategies, advice, hints & tips.

Ways to improve your "Attract" performance

The most efficient way to build a regular-buying and high-spending customer base is to focus on lead quality over quantity (or ideally, get the right quality and then scale this success to get both quantity and quality!). Use this guide to start making improvements in the quality of the leads you attract to grow your bottom line.

Do you have a well-defined and documented ICP?

And if you do, does your whole team know your ICP in detail? Are you all on the same page and trying to sell to the same type of customer throughout the entire marketing and sales funnel?

The first step in driving up the volume of quality leads is to carefully refine your Ideal Customer Profile (ICP). An ICP helps you understand who you should be targeting, so you attract the most valuable customers to your business. Getting clarity on your ICP enables your business to understand the total addressable market (TAM) and focuses your marketing efforts on targeting the right type of customers.

Using the CRM's built-in RFM Analysis, you can understand who your Champions and Loyalists are. This is a great indicator of the types of customers you should attract. From here, you can start to look for patterns and similarity in their profile:

  • Are they a similar size (employees/revenue)?

  • Do they all buy certain sets of products/services from you?

  • Do they operate in a similar field/type of business?

Once you identify similarities amongst your best customers (spending the most and buying most often) in your customer base, you can start to confidently build an ICP.

Action: Analyse your customers in the RFM segments "Champions" and "Loyalist" and develop a written-down ICP.

Have you set up email marketing integration?

Now you've identified which types of customers are the best fit for your products/services, start capturing their interest by sending a targeted message via an email marketing campaign.

Mailchimp, Klaviyo and Spotler are widely used email marketing platforms, and having one of these integrated to your CRM can help you attract more new customers into your funnel.

Once integrated, you can understand the true ROI of an email marketing campaign initiative and provide your Sales team with real-time insight into recipient behaviour.

If you need more data that closely matches your ICP, consider buying and importing new data into your CRM for your outbound email marketing campaigns.

Action: Integrate your CRM to your preferred email marketing system, then use this guide for campaign ideas.

Start logging Enquiries

No matter what marketing methods you use to attract new business - whether it be sending email marketing campaigns, promoting your products/services at events, running telemarketing, a combination of these, or something else - you need a way to capture interest.

Picture this - you're about to send an email marketing campaign to your prospects, all about the new product/service that you're launching next month. It's not yet available to buy, but you want to capture the details of those who are interested in learning more.

Why log Enquiries?

Check with your Sales team - are they logging Enquiries? It can be tempting for sales people to not log anything in the CRM for more "vague" or "possible" opportunities. They may also be used to using their email or just trying to track in their head before the opportunity is real and qualified, then to go straight into creating a CRM Opportunity or Quote. Try to encourage them to log enquiries for these initial opportunities (particularly with new customers) to increase reporting visibility, avoid losing track of them, and making it easy to discard or convert to an opportunity when qualified.

Manually log Enquiries

The first option is to start logging Enquiries in the CRM. This allows you to record basic details of an Enquiry (or sometimes referred to as a Lead, or an Unqualified Lead) so it can be captured quickly and qualified and processed later.

Once qualified, these records can then be converted into an Opportunity (a qualified sales Opportunity). If there's no immediate or qualified sales opportunity, but this is a valid prospect that you want to continue marketing to, then the Enquiry can be converted into just a Contact and/or Company record. Alternatively, a fake, nonsense, or qualified out Enquiry can just be discarded.

⭐ Action: Start logging Enquiries in your CRM and assign them to your team to follow up on.

Deploy Enquiry Web Forms

Even better, why not capture Enquiries via optimised web forms that you can create and add to your website? This means you can automatically feed Enquiries in from your website straight into the CRM for your team to review, qualify and convert into CRM Opportunities and track conversions. Not only does this save you time, but it makes the process more automated and scalable.

⭐ Action: Create Enquiry Web Forms and deploy them on your website to start feeding Enquiries into the CRM automatically.

Monitor the performance of web forms

Website tracking

To understand the efficacy of your web forms in driving more and good quality leads, start monitoring their performance by analysing the pages you've deployed them on. Using Google Analytics (GA4), you can track how many visitors and unique visitors you're getting to the page where your web forms are deployed. From there, set up Goals in Google Analytics to see how many conversions you're getting, which should line up with the number of Enquiry Web Form submissions (and resulting Enquiries) you get in the CRM.

Cross-reference with your ICP

Start monitoring the leads you generate against your ICP. Is a particular form, section of your website, or campaign approach proving better at generating leads that more closely match your ICP than another? Remember - you want to generate good quality enquiries, not just more enquiries that are a bad fit.

Evaluate characteristics such as:

  • Job Title – Identifying a customer’s level of seniority, educational background, and industry

  • Demographics – Age, Gender, Family, etc.

  • Habits – How they spend their time, social media usage, and where they source their industry information

Finding it hard to constantly update your website with new pages, new content and new forms for each email marketing campaign you want to send? Look out for our new Landing Pages feature - coming soon!

➡️ Next, take a look at our guide on how to improve "Sell".

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