It’s important that marketers properly append multiple classifications (meta data) at the tracking code or campaign level so as to slice-and-dice the data by these classifications with such unlimited flexibility in viewing campaign results including costs, sales, closed deals, lead quantities, ROI, and more. Marketers can compare these metrics at multiple levels of campaign meta data hierarchies (a sample list is included below):

  • Friendly Name of Campaign/Initiative with its unique tracking code—with some of the below elements
  • Start Date—this is essential to know which date in time to begin allocating metrics associated to the tracking code such as costs
  • Global Campaign Initiatives or Parent Campaign (i.e. new product launch)
  • Product Theme—which product this most closely aligns to or promotes
  • Geo Emphasis—Americas, LACA, EMEA, APAC, etc.
  • Program Initiative—lead acquisition, customer cross sell, retention)
  • Departmental Campaign Initiatives—marketing, sales, channel
  • Channel—online or offline
  • Promotional Formats—white papers, webinars, product tours, case studies
  • Promotional Offer—which white paper, webinar, etc.
  • Media Source—MSN, Yahoo, Google, AOL, Forbes, USA Today, Tradeshow XYZ, etc.
  • Tactic—email, paid search, SEO, banners, e-newsletters, print, cold call, trade show, press release, etc.
  • Ad Formats—banners (468×60, 728×90, 300×250); keyword lists and copy)

Another important notion is to ensure that marketers are uniquely tracking different aspects of a campaign. For example, a campaign that drives visitors to the Web site should not be overridden by an onsite promotion of a whitepaper or product launch, thus losing visibility of which tactic drove them to the site. Marketers should set up tracking where the multiple attributes of a campaign can be measured to avoid overriding each other. These are some attribute examples:

  • External Campaign IDs/elements—what drove visitors to the Web site/tradeshow booth
  • Site Creative IDs/elements—which copy imagery converted best to a lead
  • Site Conversion IDs/elements—which white paper or webinar converted best to a lead and subsequently propelled them to become a more qualified lead
  • Re-Marketing IDs/elements—which lead nurturing campaigns (emails, automated telephony scripts, direct mail, newsletters, product launches) created an up sell, cross sell, or simply new sales opportunity

With the right closed-loop marketing infrastructure, marketers should be enabled to better prioritize their efforts and dollars and more accurately assess their contribution to the sales pipeline; (as opposed to implementing a very expensive and time consuming data mart and cumbersome reporting interface). Use your flexible Web analytics solution by integrating it with your SFA/CRM application.

By integrating the analytics solution together with a SFA/CRM environment, you can be provided with one important item—relevance! By understanding the account or a contact’s Web site browsing interests at a product or service level (such as keywords, product tours, white papers, time spent in each area of the site and other pertinent visitor patterns) you can quickly provide much more meaningful context to the sales process (call, email). With more sales information, you can close more deals, and close them more quickly.

Looking back: Part III—Why B2B marketing is difficult to measure.

Brian Carroll
Brian Carroll

I've found that many B2B marketers (especially those who have a complex sale) struggle with pulling their online and offline measurements together in a meaningful way. I think you’ve provided a good structure to help marketers with the daunting task of pulling the marketing touch points and campaigns together so they can better track their contribution to revenue. Great post!