One of the most difficult things about running any kind of B2B Marketing business is the sheer amount of analysis that is required on your end.
The marketing that takes place when you are trying to sell to other businesses differs massively from the type of marketing you take on when you are selling to individual clients.
Therefore, the majority of B2B Analytics is found to be very hard to follow for many marketing teams who have attempted it.
By using traditional analytics tools, you will find that your own potential is vastly limited in terms of what you can find out and what you can actually use to your advantage.
What is important to a business is using the right type of analytics – more than ever, a B2B marketing firm needs to be able to use as many different metrics as possible to look at not just who is looking at your website, but who they represent.
Are you getting a lot of people from the one company checking out your website?
Using this type of B2B Analytics, you can really change the effectiveness of your marketing campaigns in the future to suit the right type of people who are actively interested in what you are offering.
At the very least, you should be looking to garner the following about each and every business that is looking at you.
What they are involved in – what do they sell? - How big is the business? - What are they called? - How many staff do they employ? - How do they behave on your website?
The last one might sound rather tricky, but try and look into the habits of a company staff member when they are on your website.
What pages do they visit most? You can then start to tailor your marketing efforts in the future based on the perceptions of the businesses that check out your offerings regularly.
The information that you gather through the analytics program will help you create a far more bespoke experience for each client, as your sales team get to know the profile of each business you work with more efficiently.
This makes it easier to engage the client and really make a big difference with regards to the potential outcome of the overall process. Additionally, when your analytics is showing you who is visiting, it will show you what they were visiting.
This makes it easier to know what campaigns are doing the best for you and what is actually converting at the highest, so you know the template to follow in future marketing for similar offerings.
Keep a keen eye on the businesses that regularly visit, or even sporadically do, but don’t convert.
When you are able to know who is converting and who isn’t, you can target your campaigns far more specifically and effectively.
The information you gather from using a professional B2B Analytics strategy can really help drive your sales and improve the knowledge and experience of your staff as a whole.
When your staff are trying to make sales for you, they should have all the information you can possibly arm them with to make the sales process as easily as possible. B2B Analytics will provide you with that in abundance.