6 Digital Disciplines B2B Marketers Need to Master

Six Digital Disciplines B2B Marketers Need to Master

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Once relevant metrics have been identified, the next step is to determine which tool or combination of tools can provide necessary business insights. Page 33 Metrics: Tools Quantitative values are the most essential to collect and analyze. Many powerful options exist to collate data on Market Share and Revenue goals including Audience Size and Growth Rate, Engagement, Reach, Web Site Traffic, Time Spent on Page/Site, and Lead Generation and Conversion. Native platforms including Google Analytics, Facebook Page Insights, Twitter Analytics, and YouTube Analytics as well as 3rd-party services such as Sprinklr, Cyfe, Kissmetrics, and Simply Measured all offer comprehensive features in detailed dashboards that can inform businesses on their marketing success. Data for qualitative metrics such as customer satisfaction and advocacy can be obtained through services such as Salesforce Marketing Cloud and Trapit; these tools provide marketing value via keyword-triggered sentiment tagging and influencer sharing and tracking. At the enterprise level, many services do include a dedicated account manager who will assist with goal setting, metrics implementation, and report customization. However, because of the vast array of metrics available and the amount of complex data that can be collected, some companies find it necessary to employ a dedicated analyst who can interpret numbers, recommend adjustments, and extrapolate meaningful conclusions for the business.

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