B2B Marketing Analytics Multi Touch Attribution Update

In the world of campaigns and conversions, nothing makes a manager’s day like a comprehensive report at the end of a marketing campaign. If you are a B2B business, and you use Pardot, you will probably have heard of – or even be a user of – B2B marketing Analytics. B2B Marketing Analytics gives businesses a full-funnel view of its pipeline, revenue, lead sources, campaigns and more.

Measuring marketing’s impact on the bottom line empowers you to adapt and improve your campaigns according to what works – and what doesn’t. B2B Marketing Analytics provides an enormous amount of value with its third-party data integrations, custom views across multiple data sets and ability to share results directly to team members. It’s reporting on attribution has always been great at measuring how campaigns are at getting leads across the line to becoming clients, however, that is where many businesses can quickly fall into the trap of placing disproportionate importance on the campaigns which convert, without looking at the numerous touchpoints across the customer journey which help set up a lead for that conversion.

Campaigns are part of a rich environment of marketing and advertising efforts which all play a role in getting a lead from being unknown to being a client. While some campaigns are great at converting and closing, others offer value by nurturing, creating awareness and re-engaging. Recognising and defining the value of other campaigns in the success of the converting campaign is what in the world of marketing is referred to as ‘attribution modelling’.

Savvy marketers spend a lot of time creating and tweaking their attribution models to measure how much campaigns really contribute to a successful conversion. There are 3 common types of attribution models which businesses use to evaluate the success of their campaigns:

Last touch

Last touch attribution focuses on the last campaign a lead has engaged with before converting. This is the most common type of attribution, and whether you realise it or not, it’s most likely what you have been using by default to evaluate your campaigns to date. Last touch attribution is a great model to figure out which campaigns are most successful at closing a client.

First touch

First touch attribution helps shed light on which campaigns are most successful at creating awareness and educating leads.

Even distribution

Even distribution assigns part of a successful conversion to each campaign a lead has engaged with before converting. This model is helpful to figure out which campaigns work consistently across all stages of the customer journey to drive a lead towards conversion.

Luckily, if spending whole weekends figuring out the attribution models which work best for your business does not sound like an enjoyable prospect, Pardot has added multi-touch attribution modelling as an out-of-the-box feature with its latest update to B2B Marketing Analytics. Not only does multi-touch attribution come with first touch, last touch and even distribution, it also allows you to create your own custom models.

So, what does this mean for you?

If you are already a user of B2B Marketing Analytics, your go-to reporting platform has just gotten a whole lot more powerful. If you are not a user of B2B Marketing Analytics, Pardot has just added another huge incentive to get stuck into making your campaign data work for your business.

If you would like guidance on setting up or optimising B2B Marketing Analytics, of if you want to take your businesses Salesforce and Pardot activities to the next level, talk to us.

The Marketing Analytics You Should be Focusing On

For businesses that are just beginning to use a digital marketing strategy, things can get overwhelming fast. Unfortunately, once you get solid on a single platform, trends change. 

In addition, there is a major blessing and a major curse with digital marketing.

Data can be your best friend or your worst enemy. Data allows for great marketing analytics, but your company can easily get pushed off course. 

Without a strategy to use data, it’s just noise. Data can become overwhelming, confusing, and ineffective at driving your business to where it needs to go. 

We can help.

We’ve put together a guide on how to use analytics to drive action in your business. 

 

 

Turning Data Into KPIs For Marketing Analytics 

Of course, every organization has different challenges. There are ways to engineer your analytics to reflect specific goals.  

Developing key performance indicators for your marketing analytics is one way to begin to measure your data effectively.

One rule of thumb for developing the right marketing analytics for your business is to begin with your greatest challenges.

What are the roadblocks to your growth? It’s best to get as specific as possible and tie marketing to overall operations. 

  • Focus on a small set of KPIs that are the core of your goals as a marketing strategy.
  • They should translate strategy into manageable actions. 
  • KPIs should be tied to corporate objectives. 

If your business is getting plenty of leads but has a terrible close rate then closing the ratio between lead to close would be a great KPI to utilize. 

That said, getting as granular as possible will help drive action. Analytics can assess each lead and their sector, generation, time to close, campaign, referral, internal manager, and cost. 

As with many analytics strategies, your business can get far too general when developing KPIs from your analytics. 

 

Adjust and Adapt 

If your analytics aren’t giving a good picture that ties into the rest of the company they need to be refined or abandoned. Counting the number of customer reviews is irrelevant unless you can tie this to a return.

This is not to say the return needs to be immediate. All of us are aware that branding campaigns take time and their return can generate through multiple channels. 

But your analytics approach should inform your business in the now. In fact, as your business challenges change, so should your analytics.

If last year’s challenge was qualified leads and this year’s problem is retention rate your measures should change as well. 

Reconsider your marketing analytics on a quarterly and annual basis. They should be feeding your marketing team with action items to increase productivity. 

A great place to begin is in analyzing traffic and conversions. In terms of digital marketing, this is the ratio of qualified leads to closing rate.

 

Traffic Versus Conversions

Some of the many analytics businesses new to digital marketing focus on are Facebook likes, inbound traffic, or search engine rankings. While these may be indicative of serious marketing efforts, your data can definitely do more for the health of your company.

Here’s an example: A company named Segue Technologies used marketing analytics to track the connection between their investment in digital content and visitors arriving on their pages.

Over the course of a year, the company increased visitors arriving on their pages by 3,000% by creating an average of 4 blog posts a week. 

This is interesting information but it falls short in terms of a marketing strategy in the digital world. A company can raise traffic in the wrong sectors and court web traffic that has nothing to do with the goals of their business. 

Using analytics to focus on actual conversion rate is essential. If your company could raise web traffic by 300% by creating digital content that had a 50% conversion rate it has significance to your strategy. 

This would be vastly preferable to 3000% with 0 conversions. 

A business can actually do marketing work for their competitors if they aren’t savvy about their approach and measurement of data. You are investing in the success of your rivals without a honed tracking system. 

Too often businesses don’t refine their analytics to help their strategy adapt over time. 

To go beyond basic analytics, return on investment should be an element of every measure of your data. 

 

Return on Investment (ROI) 

Digital marketing analytics might be difficult to navigate but they have revolutionized the history of marketing in one essential way. With marketing analytics, you can track ROI precisely.

There is no greater measure of the success of your marketing that tying each sale to its branding, marketing, overhead, cost, and delivery. 

Marketing is no longer an abstract cost center in today’s digital marketplace. Tying your marketing efforts directly to revenue and margin will create a dynamic marketing approach. 

Digital strategies allow marketers to justify their contributions to the bottom line. Return on marketing investment can be measured now using analytics.

Make sure your tools are creating a direct link between marketing and sales. You will know exactly where to invest heavily in strategies, and which approaches to abandon by focusing on ROI.

ROI will also begin to tie together all elements of your business into a single dashboard. This type of data networking is how agile companies use marketing analytics most effectively.

Analytics should tie your entire organization together at a fast, adaptable pace. 

 

Putting It All Together

Knowing what you need to look at to improve your marketing strategy is a great first step. But you might need expert assistance in integrating analytics into your overall strategy.

We can help you take marketing analytics to the next level. 

At Blirt, we are the new breed of marketers. We help clients create a unified vision, strategy & technology platform to fulfill their marketing needs.

We’re helping businesses grow all over the world.

To begin, we will book a discovery call with you to understand your needs and take you through our approach to transformational growth through digital marketing.

Don’t wait to gain control over your marketing strategy and edge out the competition. 

Contact us now so we can get started implementing the technology and marketing solution your business needs.

How to Understand and Ready Your Google Site Analytics

So you have a website up. Customers are buying your product or service. But you don’t know where they’re coming from, what region they’re from, or if they match your buyer persona

Plus, you want to increase your product/service sales. And see what the best route is for converting your visitors into leads. 

A simple way to do this is to install Google Site Analytics. 

In a nutshell, Google Site Analytics is a free tool offered by Google that tracks your website’s progress. 

What do we mean by this? 

Here are some general items this tool can track:

  • Number of visitors that go to your website
  • What website takes them there
  • Number of visitors that get converted into leads 
  • What your most popular pages are
  • Type of content your audience likes 
  • Bounce rate (number of visitors that immediately click off of your website)
  • Where your audience is from (general geological region)
  • How mobile-friendly your website is
  • Number of goals you’ve completed
  • How many visitors share your content (i.e. social media channels..)
  • How you’re getting leads

 Not sure how to set up Google Site Analytics on your website? 

Don’t worry! Read on to find out how to set it up and use it. 

How to Install Google Site Analytics

In order to create a Google Analytics account, you’ll need a Gmail account. So, first create a Gmail account (if you don’t already have one). 

If you intend for the Google Analytics account to primarily be business, it’s best to make the Gmail account business too. Visa Versa for personal.

(Note there doesn’t have to be strictly one or the other. A Google account does provide up to 100 Google Analytics accounts.)

Once creating a Google account…

Sign into the Google Analytics account 

There, you’ll see two buttons under “What you would like to track?” “Website” is one of them. The other is “Mobile.” 

Click whatever type you want to track. If this is the first time you’re using Google Site Analytics, it’s recommended to first track your website. 

After doing that, enter the name of your website, the website URL, industry category, and time zone. 

Then, you’ll see a section labeled “Data Sharing Settings.” Customize these settings to your liking. 

Afterward, agree to Google’s terms and conditions. (You must agree to them to go forward.) 

Congrats! You’ll then receive your tracking code. 

This code essentially is the identification code Google Analytics will use to create data based on the website activity. 

In order for Google Analytics to accurately read your website’s data, you need to insert the code into every page on your website. 

There are several options when it comes to doing this. 

Tracking code insertion options

Utilize headers and footers

You can embed the code in the header and footer section of your website. 

Yoast plugin 

If that’s not working for you. Or you don’t have a theme that supports a header or footer section. Get the Yoast Google Analytics Plugin. This plugin should work on every website builder and theme. 

Shopify

If you have an e-commerce site on Shopify, go to the Online Store. There should be a section (second section from the top) specified for Google Analytics. Paste the code in there. 

Utilize Youtube

If you’re more of a visual person and need to see someone embed the code, head over to Youtube. Which boasts several videos about how to install Google Analytics on your website. 

What to Do After Installing Google Analytics

Tracking data from your website takes time. Expect a month or so before you can start making out patterns. Note that the more time Google Analytics has tracked your website, the easier it will be to identify the patterns. 

But what should you be tracking? 

It depends on your goals. If you want to see if the audience matches your buyer persona, look to the Audience tab. 

If you want to increase the number of visitors that go to your website via social media, go to the Aquisition tab. 

General list of items to track

If you’re not sure or have multiple goals, here’s a list of general items to track:

  • The number of users that visit your website per day.
  • Your bounce back rate.
  • Common navigation routes visitors take when browsing your website. 
  • The frequency visitors share your content.

If you notice, these tracking items all affect your website’s search engine ranking.

Keeping up to date with these tracking items should boost it (if you consistently monitor and tweak according to the data’s pattern).

How often should you read Google Analytics?  

In general, it’s best to read (and record!) the Google Site Analytics’ data once per week. (For recording, it’s easiest to use an Excel spreadsheet.)

Some content marketers read and record the data once per month.  

However, this prolongs identifying the patterns.

If you do happen to forget and miss a week, it shouldn’t be a problem.

But making a habit of this increases the chances of not using the data as effectively.

Use Google Analytics to track your keywords

How can you do this?

Go to Acquisitions. Then click Social Console. And then Queries.   

If you haven’t already done this, click “Set up Webmasters Tools.”

Then link it to the corresponding Google Analytics account.

After that, select the Queries Report. This will provide you with:

  • The keywords you’re ranking for in Google.
  • The average click-thru rate.
  • The keywords visitors are using to get to your website.

How can you benefit the most from this information?

You should have done your keyword research before creating your website and adding content to it.

(If you haven’t, now is a good time to start!)

Go through the list you created when you conducted the keyword research. Mark off which keywords you’re ranking for. And the keywords that are bringing visitors to your site. 

From doing this, consider editing your keyword list. Delete the keywords that consistently aren’t bringing in traffic. Add new keywords you want to try out. 

Remember there should be a happy medium when it comes to keyword research. Not adding new words and deleting ineffective ones will hinder growth.

While constantly changing out keywords won’t allow a pattern to form. 

Need help with SEOContact us.

10 Benefits You’ll Get from a Marketing Automation Strategy

10 Benefits You’ll Get from a Marketing Automation Strategy

Here’s exactly how you’ll benefit from a marketing automation strategy – and some tools you can use to get started.  

Launching a product to deaf ears is the last thing an entrepreneur wants.

But that’s exactly what can happen if your marketing strategy falls flat. So how to keep your brand at the front of your customer’s minds?

A tight marketing automation strategy will do the trick.

Most people think of marketing automation as only email marketing but automation exists for social, seo, email and so many more activities. 

Your business will reach its full potential through the efficiency of automation. This is the kind of strategizing that will guarantee your business generates higher revenue. 

Automation is a powerful and proven successful strategy of marketing.

Let’s explore the awesome ways this method can benefit your brand.

 

What Is a Marketing Automation Strategy?

Marketing automation may seem a bit complicated at first. But once you get the hang of it, it’s pretty easy.

In fact, it quickly becomes a marketer’s dream.

Simply it is using logic with user behaviour to respond in the most appropriate and remove a whole host of manual tasks which can be completed… automatically! 

Here’s why…

 

Which Marketing Activities Can Be Automated?

The exciting news?

There are lots of activities that can be automated. 

You can automate functions like:

1. Understanding your business’s industry traffic potential

Automation can also help you identify your competitors.

2. Finding keyword opportunities for your company websites

This is important for SEO and creating profitable business goals.

You can automate with a tool like Sistrex’s ‘Opportunities’ feature. It shows you keywords that you’re not targeting that your competitors are.

In the past, this keyword analysis was a time-consuming process.

With automation, you’ll get these insights in record time.

These terms can improve site relevance for other terms your audience uses.

 

10 Benefits Of A Great Marketing Automation Strategy

Increases Leads And Conversions 

Companies using a marketing automation strategy often report higher conversion rates that non-users. Successful marketing automation can definitely increase your number of leads and conversions. 

One survey reported 80 percent of marketing automation users saw leads increase. Seventy-seven percent saw their number of conversions increase. 

 

Simplified Organizational And Marketing Tasks

Automated marketing replaces repetitive manual marketing tasks.

Marketing staff can then give more attention to more rigorous work. Productivity and revenue are consequently increased.

 

Smoother Workflow And Reduced Lead Times

Another benefit is smoother workflow.

Manually completing tasks often leaves room for error. However, automating tasks will systemize your marketing activities. 

Reduced lead time is another value added.

The smoother workflow allows for more efficient scheduling, launching, and overall coordination. Marketing activities that typically take days can be launched in hours across multiple platforms.

You can create pre-determined ‘set-it-and-forget-it’ email campaigns. This content will send to the correct recipients at specific times keeping them engaged.

Marketers will then be free to tackle other business activities.

 

Increased Revenue

The streamlined nature of a marketing automation strategy will make your workflow a breeze. This efficiency will reward you with increased revenue!

 

Customer Retention

Another great use of a marketing automation strategy?

Customer retention.

You can automate your marketing to track which products visitors are interested in. Marketers can then further target their promotions to meet those interests.

This insight helps companies predict customer needs and wants.

Automated marketing can also identify anonymous visitors and uncover their contact information. This knowledge will help you keep your customers returning again and again.

 

The Right Marketing Automation Strategy Is Channel-Agnostic

What’s great about marketing automation is that can be used across various platforms. It can be used with email, SEO, social media and more. 

It’s a centralized place for a variety of marketing activities. This ultimately makes your life as an entrepreneur that much sweeter. 

 

Offers Relationship Marketing

Let’s talk about relationship marketing and how automation strengthens it.

Relationship marketing focuses on getting high customer satisfaction.

Their approval leads to better consumer retention rates. When customers are satisfied a business is bound to have retention and referrals.

A marketing automation strategy frees time for entrepreneurs to have more personal relationships with customers and prospects. Something as simple as a dynamically personalized email can quickly create a conversion.

 

Tracking And Monitoring Of Marketing Campaigns

Looking for a way to track your marketing expenses better?

Automation can take this task off your hands.

You can even monitor responses to your marketing campaigns. This will provide excellent insight into their success or failure. You can take the info and rev up for a new winning strategy!

 

Increase Web Event Success 

Web events make up a huge portion of marketing automation strategy.

These interactive events can include webinars, webcasts, virtual conferences, demos etc.

Are you a marketer planning an event?

Integrating web events with popular web forms can save you a lot of time in organizing events. Web events also increase customer engagement and lead quality.

 

How To Start Benefiting From Your Marketing Automation Strategy

Ready to start the process of automating your marketing strategies online?

Follow these steps and you’ll be on your way: 

 

Get Traffic

Ready to soak up the benefits of automated marketing?

The main thing you want is for people to visit your website. You can start building your traffic by publishing unique content on your blog.

 

Use Call-To-Actions

You’ve now attracted traffic to your site.

So it’s time to tell them what you want them to do. Use a Call-To-Action (CTA) button to give visitors a suggested next step.

 

Create A Convincing Landing Page

A landing page is where your potential customers land after clicking your CTA.

Here, you should convince your lead to complete any CTA suggested action. You want to have a highly effective landing page to land conversions. 

 

Tackle Leads

A great way to attract leads is through creating useful content.

You could create infographics, tip sheets, eBooks and in-depth content. Use a drip campaign to soak up all your new conversions!

 

Analyze Your Success

Analyze data and check to see what’s working and what’s not.

Continue to bui
ld new content and landing pages. Keep your content fresh and bring in new visitors.

 

Ready?

A marketing automation strategy will help your business rock at efficient customer engagement. 

Ready to take your business’s marketing strategy to the next level? Book a consult with us today. 

Some Metrics That Matter – Vanity vs Better Metrics

OK, here’s a great little infographic from our friends over at Pardot 

Vanity metrics are nice, they make us look good to our peers and bosses – sometimes.  But they don’t necessarily shift the needle on the business. 

We want you to be a champion marketer, so we want you to use a set of metrics that make your CEO and CFO sit up and take notice. 

Focus on the better metrics: