The B2B Marketers Perfect Pairing

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1 The B2B Marketers Perfect Pairing Using prospect and customer data with Marketing Automation and Web Analytics to generate more leads and greater success. Marketing automation coupled with web analytics provide powerful tools that allow companies to segment their market, nurture new leads in the most effective fashion and convert visitors to paying customers. Customers and prospects who visit the company website, those who follow your company on Twitter, Facebook, Google+, LinkedIn or Pinterest -- as well as recipients of company can all be monitored, nurtured and moved through both the marketing and sales pipelines when marketing automation and web analytics are properly implemented and managed. This white paper examines the differences between these two digital technologies and the complementary benefits that marketing automation products and web analytics deliver. It explains how their proper use can identify the most effective marketing channels and initiatives; how audience engagement can be measured; how to identify the behavior of web site visitors before they convert as customers; and, other qualifiers that lead to far more effective marketing in today's digital marketing universe. Seeing your Prospects and Customers from All Angles Web analytics show you how visitors found your website, from whence they arrived, how they interacted with your website, where they come from geographically and more. Proper use of web analytics enables you to improve your web site to achieve more time on site, lower bounce rates, greater engagement with visitors and, ultimately, greater effectiveness of the site as measured by visitors taking desired actions and ultimately producing new revenue for your company. Marketing automation, on the other hand, is software coupled with well-defined business processes that identify visitors according to their personas or segments. Marketing automation scores each visitor based upon their likelihood to convert in some fashion (ideally, to a paying customer). It also provides facilities to nurture suspects and prospects by delivering information that is most useful and relevant to the visitor at just the right time to move that person through the marketing pipeline. Further, marketing automation works in concert with the company s Customer Relationship Management (CRM) system, passing fully-qualified sales leads to the sales team who then use their sales process and skills to move the prospect from a lead status to an opportunity status and, finally, to a converted new customer.

2 Some have described marketing automation software as CRM for the Marketing Department. Others depict marketing automation software as a stack positioned on top of the company's CRM software. In either case, the role of marketing automation differs from that of CRM: The former deals primarily with scoring visitors and nurturing them through the company's process, only then passing the lead to sales and the CRM system. In essence marketing automation does most of the pre-qualification and cultivating of visitors, preparing them for direct contact with the sales team only when the time is optimal for closing new business. The combination of marketing automation and web analytics provide extremely powerful tools one can use to increase the effectiveness of the company's web properties; to consolidate diverse intelligence from the company s various channels; to embrace a prospect's interaction with social media sites in which the company participates; and, to fully enfold marketing technology into the many touch-points a prospect has with a company. The web is an extremely complex entity. Literally millions of data points can be collected through marketing automation and web analytics. Adding the ubiquity of social media website features, Facebook Likes and Shares, Google +1 annotations and other mechanics potentially add even more information about visitors. Companies wishing to optimize their effectiveness and efficiency in web and Internet marketing stand to lose substantial competitive advantage unless both technologies web analytics and marketing automation - are implemented, well-understood and become a foundational component in the firm's overall strategy. Marketing Automation is the 21 st Century B2B Marketing Revolution Traditional marketing for both B2B and B2C companies until the mid-1990's was focused primarily on building brand awareness. Today's consumers and buyers have changed the landscape. They investigate and evaluate products and services on the web. They gather information and eliminate potential suppliers based upon their research. As a result, the role of the marketing department is changing from traditional brand awareness efforts to connecting with potential buyers on a peer-to-peer basis through multiple channels. Marketing automation software facilitates that complex process in which a prospect may reach out to a company being evaluated through the official company website, through Facebook, Google+ or by becoming a follower on Twitter, for example. Marketing automation as a discipline has two components. The software from companies like Eloqua, Marketo, Exact Target and ActOn provide the digital component. The second component consists of a complex set of business decisions that must determine what content and what action is appropriate for a prospect at any given moment. Complicating this further is the need to develop

3 personas for various visitors. For example, what content does an IT executive need at a given point on his journey through the marketing pipeline as compared to a CFO? Marketing automation software begins scoring prospective customers from their first touch point with your company. It then follows them through subsequent interactions until they convert to paying customers. Marketing automation software also includes a lead nurturing function by which each prospect in the marketing pipeline receives information that is useful and relevant to their stage in the pipeline. The more accurate and robust the persona for that prospect, the easier it becomes to deliver timely, useful information. The nurturing process is credited with passing along only those leads that are truly sales-ready. A marketing automation system working well delivers the prospect to sales at the most optimal moment in the buying process. Content is King in the marketing automation space because content is the currency used in the nurturing process. A company wishing to move into marketing automation is faced with the challenge of re-purposing existing material or creating new material to support the nurturing process. Marketing automation helps answer questions like these: What patterns emerge among those who convert and buy compared to those who do not? How was the prospect initially attracted to the company? What percentage of recipients clicked an action link but took no action upon reaching your web site? Where did those who converted begin their search? A direct inquiry? A social media site? An ? Do CIO's, CMO's and CEO's react differently to a landing page? How can those pages be fine-tuned for each persona? In short, marketing automation focuses on people, not on visitors and audience segments as a whole. It attempts to deliver value to the prospect, to build trust in the company and a comprehensive picture of each prospect so the promise of one-to-one marketing can be achieved.

4 The Perfect Pair: Understanding your Future and Current Customers These two digital technologies work together synergistically to provide a clear view of a company's marketing efforts and the results they deliver. Even beyond the basic data coming from these two software tools, astute marketers can coax out even more business intelligence. For example... Event tracking features show both user and system generated events, further illustrating site visitor behavior. Custom variables can capture custom information specific to a visitors behavior that can be stored indefinitely on their analytics browser cookie. These points of information can be fed directly into the marketing automation package as hidden fields giving the marketing team a far better likelihood of providing the proper and most appropriate lead nurturing content at each step in the process. The combination of these software tools allows marketers to see the true end-to-end cycle from the prospect's first touch-point through to final conversion. No longer does one have to make decisions based upon the last click the prospect makes at the time of conversion. Having a comprehensive view of that early behavior allows you to identify which portions of your on-line presence are finely tuned and which need improvements. With marketing automation and analytics you see the behavior of visitors from first touch, long before they have decided to convert and buy. Working together they demonstrate the relative impact of different marketing campaigns, showing which marketing channels are delivering specific personas or segments to the company and are instrumental in measuring the engagement of each. Finally, marketing attribution noted briefly above, can provide measures of your entire cross channel return on investment in marketing. Marketing efforts can be compared side-by-side, giving you actionable intelligence you can use to adjust your programs, eliminate investments in non-productive campaigns and enhance those that make the greatest contributions. By grouping your analytics data with marketing automation software you'll at last find it possible to assess true Customer Lifetime Value, and to attract more valuable customers to your company.

5 Conclusion The integration of marketing automation with web analytics is key to success in today's digital marketplace. Marketing departments have often been put in the position of defending their budgets. With these tools in place marketing management can know which of their activities are producing and deserve more funding, and can essentially return the funding to the corporate coffers for those that are not producing giving marketing management a perhaps unique seat in the executive board room. Web analytics is the solution to making your web site generate more leads and to finding sweet spots in the market. Marketing automation is the tool that nurtures and turns those leads into new revenue. Marketing has never been more complex than it is today. These tools used together promise to launch new levels of success. SwellPath helps enterprise-level clients, as well as Start-ups to visitors into prospects and customers everyday. If you re interested in integrating your marketing automation and web analytics tools more effectively to generate more leads, let s talk x1

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