You Have Tons of Marketing Data.  Now What?

Posted by Owen Matson, Ph.D. on March 6
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What to Do with All that Marketing Data! MarketScale_Help_With_B2B_Marketing_Data.jpg

Without a plan for how to use data, the rest of your content strategy can quickly turn into a wandering expenditure of time, resources and lost sales... 

B2B firms are now collecting more data than ever before.  The quandary is that B2B marketing and sales departments are not sure what data is needed vs. wanted – and there is a big difference in value between needs and wants when building an effective content strategy. 

Analytics is more than just a convenient way to track how many clicks you get – it’s about making your marketing make sense, connecting to your consumer, and creating a two-way street between you and your buyer, and you and your sales team. It does a lot! Getting comfortable with the idea of analytics, and more importantly, learning to rely on the insights you draw from your data will give you the clearest picture of the effectiveness of your marketing efforts.

The Basics: Social Media Data

To get started with analytics, you need to take a look at your data.  This may sound like looking at your data goes without saying, but if you aren’t sure how much you’ve actually been tracking, or where to look for the right metrics, it can be a little more complicated.

Identifying which some metrics you need or want to track is a good place to start. If you haven’t tracked anything before, start with your social media channels and your website. Social media platforms like YouTube, LinkedIn, Twitter and Facebook all have built in tracking and analytics information that you can quickly and easily access without having to do too much set up. Most B2B marketers use their social media to drive web traffic, so with relatively few tools, you can set up a tracking loop between your website and your social media that can start feeding you data to get you started.

Dashboards and Data Visualization

However, tracking data on separate channels can lead to a whole host of new challenges—Namely, how to collate all this information into an integrated strategy?  Since getting enough data obviously isn’t the problem, the first challenge is to effectively organize and visualize the data in order to make sense of it all instantly. That’s what a marketing data dashboard is designed to do. That’s why so many CMOs and marketing managers are only now beginning to realize how powerful these data visualization tools can be in overcoming a host of marketing challenges.

MarketScale_Dashboard.gifAn Image from MarketScale's Dashboard

Plan your metrics to match with key marketing goals: 

As you get more comfortable using data, you will want to distinguish which metrics point to the KPI’s that inform your overall content-marketing goals.  For instance, if your primary goal involves brand awareness, consider goals like the number of unique vistors and followers. Of course, marketers can have a range of KPI’s that consequently involve a range of metrics. Goals such as Lead Generation, Conversion, and Engagement may require different metrics . For further help with analytics, download the guide on our website.

Get in touch—For more information on how to improve your B2B digital marketing strategy, feel free to contact us!

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Topics: Creative, Marketing Data, B2B Marketing, Sales Cycle, B2B Content

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