By Lautel Okhio, Content Marketing Specialist, Salesforce Pardot
Analytics is a fact of life for B2B data-driven marketers: the only way to truly understand the value of your marketing efforts is to rely on analytics and reporting, and sometimes it feels like an impossible chore.
Every B2B campaign comes with it’s own targets and goals, and metrics need to be cross-referenced and compared, teams need to be debriefed — and what about sales?
With all that going on, it’s easy to lose track of all the ways that analytics actually makes our jobs easier, and when we lose sight of that, we tend to forget just how important analytics can be.
That said, there’s so much that a good analytics platform can do to make our lives as marketers considerably easier — and these three marketing tricks are examples of just how advanced analytics software has gotten. It’s no longer a giant server hidden in a back room with all of your excel spreadsheets saved and backed up in triplicate.
Now, with the click of a button, you can exchange your marketing hat for your analyst one.
1. Multi-Touch Attribution
Yes, you read that right. Campaigns are becoming more sophisticated and have an ever-increasing number of moving parts. So, being able to understand which of the 20 touch points a particular prospect had with a particular campaign gives marketers some amazing benefits — as in, which touch points drove conversion.
If you’ve ever struggled with explaining how and when a particular campaign contributed to a deal closed by sales, Multi-Touch Attribution is the answer to a very irritating problem.
It can also clear up the grey area around which of the 7+ channels that most marketers use for a given campaign is performing the best. Should you continue promoting via social? Or are organic leads from your website really making the most impact?
Related: 5 Ways a Small Marketing Team Can Increase Conversion Rates
2. Account-Based Marketing (ABM)
If you’re running an ABM campaign, analytics is the key to your success. ABM is a type of campaign where you use your resources (money and team) to work together to convert a specific account, which is the opposite of broad reach marketing.
It gives you a single-source of truth view into how your campaigns are landing with your target accounts. When you’re trying to measure tricky metrics like engagement, having a good analytics platform to help you understand the impact of each campaign can save you money.
ABM puts a laser focus on creating custom experiences for your key accounts.
3. Take a Deeper Look at Your Business
Imagine knowing how a campaign is performing at every stage — with metrics that help you measure your progress towards your goals. There’s more to B2B analytics than just being able to run a report.
Ideally, a good analytics platform will help you understand your data and give you options when it comes to sharing that analysis with your teams. They give you the ability to dig into data points to discover more information and make connections at a granular level, so that you can then choose which data to report on, and how to display it.
These options may sound unnecessary, but marketers are working more closely than ever with their sales and service teams.
Combined with the C-suite, that’s a lot eyes on any particular report, and being able to quickly identify the important aspects for each team, and pull relevant data, is critical to keeping everyone collaborating smoothly.
Article first appeared on the Salesforce Pardot blog.
Lava is an authorised Salesforce Partner in Malaysia and has more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.
