Which marketing channels contribute the most to closed-won deals, and how does that compare to their impact on MQLs?
Ask Odin to identify the top channels for driving closed-won deals, and assess their effectiveness at the top of the funnel.
Without Odin, marketers would need to ask their ops teams to manually build reports, analyze the effectiveness of each channel in generating leads and revenue, and compare their performance at different stages of the deal cycle.
This would require aggregating data from multiple sources, performing analysis, and continuously updating insights to track channel effectiveness.
Now, Odin can provide a response in seconds whenever you want an up-to-date overview of your top campaigns driving deals and how their impact on MQL generation compares, helping you quickly identify the most effective channels across the funnel.
Closed-Won Deals Contribution:
According to the ROI report, the channels contributing significantly to closed-won deals are:
- Paid Social - LinkedIn Ads → $1.59M in deal value, making it the top-performing paid channel.
- Organic Search → $1.33M in deal value, proving its strength in driving high-intent conversions.
- Partner & Referral Program → $950K in deal value, showcasing the impact of strategic partnerships.
- Paid Search - Google Ads → $744K in deal value, reinforcing the role of search intent in deal closures.
- ABM Campaigns → $685K in deal value, demonstrating the effectiveness of targeted, personalized outreach.
- Webinars & Virtual Events → $612K in deal value, highlighting the power of educational content in pipeline growth.
Comparison of MQLs and Closed-Won Deals:
- Organic Search & LinkedIn Ads generate the highest volume of MQLs, but their conversion rates to closed-won deals vary.
- Partner & Referral Program stands out with the highest MQL → Closed Won efficiency—despite generating fewer MQLs, it converts them into deals at a much stronger rate.
- ABM Campaigns & Google Ads show a moderate MQL volume but struggle with lower conversion rates to closed-won deals, suggesting room for optimization in lead qualification or sales follow-up.
Webinars & Virtual Events generate a fair number of MQLs but have the weakest conversion rate to closed deals, indicating that while they are great for awareness and engagement, they may not directly influence sales without strong follow-up.
