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

• 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

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