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Feeling Overwhelmed by Data?
Knowing what data to track, when, and why can
help marketers make better informed decisions
Presented by:
Act-On Software
Janelle JohnsonDirector, Demand Gen
@janelle_johnson@ActOnSoftware
Agenda
The benefits & challenges of data
Which data to track across key channels
Aligning your data strategy with your
marketing objectives
Using multichannel data to inform
marketing decisions
Q & A
Tracking: Benefits &
Challenges
Benefits of Tracking the Right Data
• Measure performance against company goals
• Optimize marketing spend
• Properly allocate resources
• Make pivots to programs as needed
• Align departments across customer lifecycle
– Marketing Sales Customer Success
Hazards
• Overwhelming
amounts of data
• Missed
opportunities
• Lost in the weeds
Which Data to Track
Across Key Channels
• Email Tracking basics
– Deliverability
– Open
– Click-through rates
• Which lists perform best
– Click-throughs
– Conversions
• Which campaigns perform best
– Test subject line, offer, colors, size of buttons, links
– Test often
Website Visitors
Website Visitor Tracking Basics
• Which of pages are most read --and which bounce the most
• Which keywords people use to look for you
• # unique and returning visitors you’re getting
Referring sites
• Search engines
• Advertising
• Email marketing
• Digital collateral
Recognize returning visitors
• Which pages is prospect visiting?
• Set alerts for sales rep
Webinars & Events
Webinars
• Who registers – and where they’re coming from
• Where registrants come from
• Who attends -- who doesn’t
• How long people stay on the event
• What other actions people take in conjunction or proximity with your webinar
Offline events
• Who attended the event• Who came by the booth• Hot prospects vs “tchockiegatherers”• Who responds to follow-up campaigns
Social Media
In a recent research report, Gleanster’s Ian Michiels mentioned that 93 percent of B2B marketers rank “measuring the return on social media campaigns” as the number one challenge in social media marketing.
• Tweets and amplification
• Facebook posts and likes
• Blog posts and number of
comments
• Benchmark your online
presence against
competitors
Aligning your Data Strategy with
your Marketing Objectives
Marketing Objectives
Marketing Budget
Revenue/ Bookings
Goals
New Customer
Acquisition
Lead Goals
Customer Retention & Upsell
Social Influence
Market Share
PR / AR
Key Marketing Metrics
• # Leads Created
• Cost Per Lead (CPL)
• Opportunities created
• Pipeline $ added
• Average Sales Cycle
• Booked Business
– New vs Upsell
• Average Deal Size
• Overall Marketing ROI
Using Multichannel Data to
Inform Marketing Decisions
What campaigns are performing best?
Bucket the types of campaigns
you’re using
• How many leads & opportunities
per campaign type
• Which has the best conversion
rates?
• Best closed deal ratio
• Best CPL & ROI
Campaign Type
BannerAd
Case Study
Conference
Inbound
Other
Partner
Social Promotions
Survey
Virtual Tradeshow
Webinar
Website
Whitepaper
Most bang for your buck
• Example: Whitepaper Campaign
• You can promote via:
– Email to house list
– 3rd party emails
– Banner Ads
– PPC
– Social promotion (LinkedIn, Twitter)
– Print Advertising
– Content Syndication
Marketing Channel
BannerAd_3rd PartyEmail_InternalEmail_3rd Party
PartnerPPC_Ad
Print AdsPromoted TweetSocial_Channel
SlideshareTwitter
Virtual Tradeshow_3rd Party
Website
Which vehicle performs best?
Utilize unique tracking urls to understand
how people are accessing your content
• Which vehicle is getting the most
response?
• CPL by channel
• Close rate by channel
Bringing it all together
• Utilize this information to allocate marketing
budget
– Know which types of campaigns
– Best channels to promote
– Test new channels against top performing ones
– Continue to monitor & measure
You can’t improve what you don’t measure
Q & A
Sign up for a demo: act-on.com
blog.act-on.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
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