The 4 Steps to Achieving Greater Marketing Data
Many organizations are not equipped to communicate post or pre-sale data across sales and marketing teams. A 2015 survey of C-level marketers from over 2,000 U.S. enterprise companies found that “improving inter or intra department communications” as the second greatest obstacle impeding a company’s ability to achieve top goals.
The marketing intelligence data that you collect will help determine and perceive the relationships between marketing channels, messaging and sales. In order to collect the data, marketers need an infrastructure to monitor audience touch points and how they interact with your brand – through multiple channels – over time. Follow these key steps to begin building that infrastructure.
1. Track prospect sales behavior in a web analytics form
Using web analytics programs allows you to view and understand the entire buyer journey, from start to finish. Analyze which lead generation reports are most effective, or monitor which pages drive the most conversion. By truly digging in and asking valuable questions [link to”Ask the right questions, gather the right data”] you can effectively improve your sales behavior by making data-supported decisions.
2. Tag and capture marketing campaign data into a CRM environment
A CRM or Customer Relationship Management system allows you to keep track of your most valuable customer information. Track the effectiveness of your marketing campaign data by recording the types of relationships leads have with your company. Answer questions quickly by integrating email services. With a CRM, you will streamline the system your business uses to communicate to clients, and keep track of information gathered.
3. Interview sales leadership annually to capture qualitative feedback on your target audience.
The sales leaders of your business understand your audience better than anyone else. They should be able to tell you about new trends, and old ones you need to ditch. Collect qualitative data about the types of leads you’re capturing, what they’re most interested in, the questions that are most frequently asked, and what products/ services are booming or becoming more obsolete. From the data you collect, analyze and make adjustments to improve in the future.
4. Assign monetary values to leads that are captured
Breaking down leads into a set of numerical values may feel counterintuitive when you always want to remember leads as actual people, but by doing so, you’re reminding yourself of the possible value every lead presents but also recording valuable information for the marketing team. By placing value on leads, you can calculate the value of marketing assets and make optimal decisions regarding the future of the business.
If you have not yet connected your marketing and sales data, these steps may present a significant internal challenge. Before you can achieve greater marketing intelligence data, align your teams for the best outcomes. Once you do, be prepared to propel business performance ahead of the competition.