Marketing analytics starts with … paying attention.

Posted on Jan 10, 2018

Analytics are useless if they’re not actually, you know, analyzed.

“Who visited your website yesterday? Who read your blog?”

“We … don’t know.”

“Do you have analytics?”

“I guess so. Maybe Google analytics?”

“Okay, but who paid attention to those numbers this week?”

“Um. Uh –”

You can’t manage what you don’t measure.

And you can’t measure what you don’t monitor. Maybe the biggest benefit of marketing automation (MA) is that it pays attention for you, responds for you, tugs at your sleeve when you should pick up the phone to close a sale. Analytics actually made useful 24/7/365.

Who should be using marketing automation? “Anyone selling anything” is a smartass answer, but more seriously it’s a collection of tools especially for high-ticket sales. Or considered purchases where you need multiple touch points to seal the deal, where your “buyer’s journey” goes from suspect > prospect > lead > hot lead > buyer > repeat customer > brand ambassador.

Do you offer B2B intangible services or complex products or investments that require trust-building before commitment? Monitoring user behavior lets you manage your pipeline.

You can analyze the ROI of every marketing tactic because MA follows each step of the buyer’s journey, recording prospect actions in your CRM.  You can double down on the ads/emails/search terms/freemiums that work best, and reallocate spending on unproductive efforts or messages or market segments. Cha-ching.

Adding sales, subtracting salespeople. Clients who fully engage with practical analytics often grow sales – even when reducing the number of salespeople. Since MA analytics usually reveal the miserable ROI of cold calling, OG dinosaur tactics give way to warm calling and incoming calls. Cha-ching again.

Sounds exciting. But – which MA platform? Good question. Should you deploy Marketo or HubSpot or SharpSpring or Pardot or InfusionSoft or ActOn or Eloqua … or any of a dozen others? It can be confusing, especially because the feature sets seem similar and yet some platforms will cost you ten times as much as others. For realz. Call us.

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