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Tina Stewart was recently published in CMO.com read the article: Digitally Connecting Through Surround Sound Marketing
During the last year, we’ve seen more B2B marketers get serious about email marketing and social integration. According to the B2B Outlook 2011 report, nearly 79% of B2B marketers plan to increase their online marketing spend in 2011 and one-third indicated that more than 50% of their budget will be used for online initiatives. Email marketing and social integration isn’t just for B2C.
Yet, many companies still hesitate to take the plunge. Why you ask? It’s all about being able to measure ROI. In the past, tools were limited and it was difficult to get real quantitative or even qualitative results. Today, that’s changed. At Lyris we use a variety of tools to measure the results of our own digital marketing efforts and every one of them gives us valuable information that we can analyze and use to improve our own BtoB marketing efforts. As Nello said in June, what gets measured gets improved, so read on to learn how we measure our own campaigns and some tip for how to make it work for you. Like what you read? Have questions? We want to hear from you – leave us comments or reach me on Twitter (@socialTIS).
First things first: Setting up Key Performance Indicators (KPIs). By identifying what we wanted to achieve based on industry standards and using competitive analysis against like-sized companies, we developed a solid dashboard showing where we were and where we wanted to go. For social media, we look at number of followers, likes, re-tweets and sentiment. For web traffic, we focus on time spent on pages, depth of reading pages, and key entry and exit points. For digital advertising and online campaigns, we map the connection that drives our demand generation programs. And, for our own email marketing campaigns, we look at A/B testing on messages, format, graphics, deliverability, open rate, click through rate, heat maps and content. We also learn a lot from studying the link between our audience receiving an email, then visiting one of our social sites, and the amount of time and depth once they’re on our website. For example when someone clicks through to our site from Twitter, we are seeing more than a 4X increase in time spent, a 90 percent increase in pages read and a 20 percent lower bounce rate, which tells us that social is sticky and closely linked to revenue.
Together all of these metrics provide valuable insight into what is and isn’t working and we review monthly, weekly and often, daily to make adjustments.
By measuring everything we do, we can tailor our programs based on performance indicators. As a marketing group we deliver leads from our campaigns to our sales team and all of our marketing demand generation programs are mapped directly to our CRM. Overall, email performs the best in terms of nurturing leads and customer retention. A few tried and true tips to ensure your email is performing at its peak:
By taking the time to get to understand what your audience cares about and delivering relevant content that meets the objectives of busy B2B decision makers, you will ensure that your message is read and your call to action taken. B2B decision makers are data hungry and want to build relationships that will deliver long-term value. Take the time to educate them, give them valuable, shareable information and they will be more likely to engage and build a longer term relationship with you – both online and off.