Analytics can tell you whether or not your marketing efforts are paying off. But according to Hubspot, the true value of analytics isn't what they tell you about your past marketing initiatives, but instead, what they tell you about how to adapt and improve your marketing efforts. Here are nine ways to make marketing analytics actionable.
Identify Blog Topics
Analytics can tell you what blog topics resonate with your audience. Create more content for your desired marketing personas.
Analytics allow you to determine which keywords have driven the most traffic, leads, and customers for your business. Target other long-tail keyword variations based on high performing keywords.
Prioritize Social Media Sites
Analytics can tell you which social media sites are generating leads and converting leads into customers.
Determine Email Frequency
Analytics can help you determine optimal email sending frequency. Test to see if increased emails result in more conversions or if fewer emails reduce unsubscribers.
Lead Nurturing Content
Analytics can determine which landing pages and marketing offers have the highest conversion rates.
Segment Email Communications
Emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts, according to a MarketingSherpa report. Analytics can help segment your email audience by geography, industry, content, point in the sales cycle, etc.
Analyze the click-through rates of your calls-to-action and the conversion rates of landing pages and tweak both accordingly.
Use analytics to set up a lead scoring program and identify which criteria make for a marketing qualified lead.
Marketing Channel Focus
Use analytics to see which marketing channels (i.e. social media vs. email vs. SEO vs. blogging vs. paid search vs. other channels) are the most effective at generating customers.
View Original Article
Don't confuse where you network with how to do it. Participating in the right channels doesn't mean you're fully leveraging social media. Success in social media for B2B companies isn't the same as for B2C companies. B2B marketers must establish deeper, more meaningful relationships. From Maria Pergolino on Futurelab, social media advice for B2B marketers.
Sharing links should be on all landing pages and emails to encourage and allow your audience to share your content.
Social Media as a Lead Source
Append links to capture social media as a lead source and capture the ROI on your social media programs.
Social Media Referrers
Web reporting in marketing automation software can break down your website traffic from social media according to more specific demographics.
Triggering Campaigns from Social Media Interactions
Marketing automation systems can also be used to trigger campaigns off of customer data and actions.
Social Media Lead Scoring
Change lead scores based on social media interactions. Eg. Increase a lead score if you receive a favorable comment on Twitter.
Promotions like white papers and webinars can include widgets that share what others are saying about it.
Social media is just one channel. Integrate it with all other campaign elements.
View Original Article
- Find and attract leads
- Uncover qualified leads
- Establish automated marketing processes
- Lift results
- How can I address the top challenges facing B2B marketers?
- Who are you targeting? Identifying buyer personas.
- What are the best tactics in content development?
- What are the steps to creating an effective webinar strategy?
- How can you generate leads with a social media strategy?
- Is bad data hurting your business? Database quality and maintenance.
- How do you define a qualified lead?
- What do you ask when selecting an automation platform?
- What are the best tactics for delivering marketing value?
- What are the best tactics for improving marketing and sales analysis?
- Improving any part of the marketing/sales funnel
- Marketing to a growing number of people in the buying process
- Generating high quality leads, lead scoring, lead nurturing
- Creating high quality marketing content and messaging
- Inbound and Outbound marketing tactics
- Establishing an automated marketing process
- Marketing analysis and analytics
Contents of the report include:
- CMO Challenges
- B2B challenges increasing in pertinence
- Marketing to a growing number of people involved in the buying process
- Marketing to a lengthening sales cycle
- Marketing Automation Maturity
- Establishing marketing automation maturity
- Case briefing: Marketing automation leads to 190% sales conversion increase
- Marketing Automation KPIs
- Benchmarking marketing automation performance
- Recommended Actions
- Identify funnel stages and definitions
- Establish and optimize lead scoring and management methodologies
- Develop and optimize lead nurturing campaigns
Lead scoring can take marketing from art to science. Yet only 26.9 percent of companies surveyed have implemented a formal lead scoring process. Download Part One of The Essential Marketing Automation Handbook for a step by step guide to Lead Scoring.