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The Activation Stage Explained

A description of what the Activation stage is, which metrics are worth tracking, and what marketing channels move the needle.

The activation stage is where you encourage new leads to try your services. If you own a local service business, this is likely getting them to schedule a free inspection. Now, here’s the kicker…

It is much harder to get a marketing qualified lead (MQL)—someone who downloads a content piece or subscribes to your newsletter—to take this first important step. This is why most business owners prefer sales qualified leads (SQL)—those who demonstrate higher customer intent like a quote or coupon lead—during the acquisition stage.

It may take more time/money to generate SQLs, but they’re much easier to convert at this stage.

Relevant Metrics:

Qualification Rate

Traction Channels:

• Remarketing Campaigns (Email)
• Retargeting Campaigns (Ads)
• Customer Success (Person)

Learn How to Set SMART Goals

Setting SMART goals helps you clarify your ideas, focus your energy, and use your resources wisely. To help you get started, we’ve created a FREE template with all the tools you need to set (and achieve) your most important marketing goals.

Run Your First Marketing Experiment

In order to figure out which marketing channel will work for your business, you need to run experiments early and often. So we created FREE Test and Learn Cards with instructions so you can get started today. Now, running marketing experiments is easy!

Ready to get started?

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