MARKETINGPROFS: REAL MARKETING ANALYTICS FOR B2B LEAD GENERATION
MarketingProf’s Lisa Cramer helps marketers remain ahead of the times in terms of analytics as the buy cycle has changed greatly.
MarketingProfs Excerpt:
Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing.
For one, the buy cycle (how your prospects buy) has changed because of the vast amount of information now available on the Internet; in turn, we have been forced to change the way we market products and services. Accordingly, the analytics and metrics that we use to track and evaluate marketing programs must change, too.
Of course, that’s not to say website pageviews are unimportant or that you shouldn’t track clickthrough on email. But those metrics are no longer the end point; instead, they are merely the beginning of real marketing analytics.
Today, marketers must find a way to manage leads through the lead life cycle, which requires visibility into how you drive, track, and evaluate leads, and it requires the ability to determine when leads are “Sales-ready” and when they are not.
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