Complex sales cycles typically encompass multiple stages, resources, programmes, and goals. So it’s not surprising that more than…
53 % OF MARKETERS SAID THAT A LACK OF PROCESSES OR TOOLS TO MEASURE SUCCESS PREVENTS THEM FROM USING MARKETING ANALYTICS MORE IN THE DECISION-MAKING PROCESS.
Often your key challenge is stitching together each activity or touchpoint to provide a clear picture demonstrating where your financial returns are and showing the value you have provided your organisation.
Google Analytics can provide an overall picture of channel performance with anonymised aggregate data. But how do you link this to your offline data and track leads across your wider sales funnel to measure marketing ROI?
I’d be lying if I said there was a clean-cut, no hassle way to justify spending, however, there are platforms that can help you.
Used in conjunction with multi-channel lead generation, Marketing Automation can act as a tool to align both online and offline channels. It can also extract real-time statistics and measure ROI at different points along the customer journey.
Sounds good, right?
THE POWER OF VISITOR TRACKING AND LEAD SCORING
According to Criminally Prolific, “97 per cent of visitors to your website will leave without filling in a contact form”.
This poses a big problem for marketers trying to calculate the ROI across the entire customer lifetime.
Even if that visitor calls your business instead, the traffic generated by digital marketing channels – like pay-per click (PPC) and search engine optimisation (SEO) – are hard to track back to actual conversions.
Marketing Automation identifies those ‘anonymous’ web visitors and discovers what they’re interested in by tracking their visitor journey on your website. It also provides you with real stats, helping you make qualified marketing decisions.
As leads are identified, they are then assigned lead scores based on each prospect’s perceived value. This helps you to determine estimated future revenue growth and the effectiveness of your online and offline activities.