Introducing BrightFunnel’s Web Tracking: How to Measure the Updated Buyer’s Journey

Introducing BrightFunnel’s Web Tracking: How to Measure the Updated Buyer’s Journey

When it comes to measuring marketing activities, web tracking is the final frontier.

With web tracking—the ability to see how an anonymous lead came to a website before making herself known with a form-fill—marketers gain the ability to look at every touch throughout an entire customer journey, from click-through to close.

Why does this matter? If you don’t know where those leads are coming from, you can’t track the entire buyer’s journey. Which means that without web tracking, you’re flying one quarter blind.

How can you make better decisions about what to do next if you don’t know what happened first?

The Updated Buyer’s Journey

Up until new advances in web tracking, if you wanted to look back to see where a lead came from, you could only go as far back as the first form-fill. If someone clicked on a Google ad or a Twitter post to get to your webinar, but then changed her mind and didn’t come back to your site for weeks, you certainly wouldn’t know that your ad was effective. You would only find out who she was once she filled out the form to register, or download a white paper, or request a demo.

That original touch was unknown.

Now, the buyer’s journey is made up of four distinct stages:

  1. Original Touch: The digital channel through which a lead finds you originally
  2. First Touch: Where your lead first becomes known to you by filling out a form for an offer.
  3. Middle Touch(es): The identified touches between the first and last touch point, where a lead interacts with your content or other offers.
  4. Last Touch: The final place where a lead interacts with your brand before converting into an opportunity.

If you’re starting at the first touch, you’re not seeing everything. Same applies if you’re tracking just one of the four stages. You can only get an accurate view of the entire updated buyer’s journey if you’re tracking the original to the last touch, and everything in-between.

How It Used to Be

Before the original touch was measurable with web tracking, digital marketing efforts could be measured by click-through rates, but there was no way to tie those click-throughs to pipeline or revenue later on when a buyer converted. This was problematic for digital marketers because a) they couldn’t prove the end results of their work, and b) they couldn’t allocate budget based on ROI. They couldn’t connect all of the dots to see which digital channel were bringing in the most successes.

Pre-web tracking, marketers knew where their leads ended up, but couldn’t tell how they got there. And this left a giant gaping hole in the beginning of the buyer’s journey.

There just had to be a better way!

Turns out, there is.

The Way of the Future

With the advent of new web tracking technologies, it is now possible to track digital channels to see where leads are finding you initially.

By measuring these digital channels, such as search, social, and direct-to-site traffic, you can tie the whole buyer’s journey together and start making better decisions about where to allocate your digital spend. You’ll also be able to prove, without a doubt, how your digital marketing efforts are helping to source pipeline and revenue.

Web Tracking with BrightFunnel

By tracking via direct integration (like with AdWords, for example), UTM parameters, or referral URL mapping, BrightFunnel can help you figure out how your leads are originally finding you and which types of content are attracting them in those channels. Not only that, but you can also connect all of your leads back at the account level.

With all of this new information available at your fingertips, you’ll be well-equipped to report on your past successes and plan for more wins ahead.

Interested in learning more? Sign up for a demo today!

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10 Resolutions for Data-Driven Marketers

10 Resolutions for Data-Driven Marketers

As 2016 (FINALLY) comes to an end, us marketers now look forward to the upcoming year with renewed hope, refreshed expectations, and revitalized goals. The slate is clean again—we can dust off the residue from quarters past, and use what we’ve learned to move ahead with more speed, precision, and know-how.

It’s hard to look forward without first looking back to figure out what to do differently this time around. And since resolutions just come with the New Year’s territory, we’ve outlined 10 good ones to help data-driven marketers get a head start and step up their game in 2017.

  1. Track and measure everything throughout a deal’s journey. The steps your leads take towards the dotted line will tell you how to plan for more success in the future.
  2. Develop an ABM strategy that works. Define and locate your target accounts, get to know their internal decision-makers’ biggest challenges, and then decide where and how to target them. From there, continue to track results and refine your strategy.
  3. Look at more than leads. Yes, generating leads is important—but so is generating pipeline and revenue. Start understanding where and how your team influences deals throughout the entire funnel.
  4. Instead of crying over spilled milk, learn from it. If a campaign failed last year, take a step back to figure out where you went wrong so that you can make more informed decisions—and see more success—as you move forward.
  5. Play hardball with budget by proving what you’ve delivered for the business. Definitively show marketing’s impact, ROI, and direct contributions to pipeline and revenue, and whoever holds the purse strings won’t be able to say no.
  6. Listen to your fans, your foes, and your customers. Their words will help determine your future strategies and focal points.
  7. Don’t underestimate your value to the business. Find out which metrics you can track to show how you contribute to the bigger picture, and then pull the right reports so that you earn the respect and praise you deserve.
  8. Measure everything. Once you’ve collected all the data in one place, use it to make more informed decisions around upcoming events, content, social media, ABM strategies, paid programs, and more.
  9. Celebrate every win as a team. Big or small, individual or collective, every success matters—track progress, gather results, and don’t forget to stop and appreciate the accomplishments.
  10. Have fun! Be creative, give yourself room to fail and grow, and don’t take it all so seriously.

Let’s raise a glass to 2017 being your biggest, brightest, and most successful year yet. Happy New Year!

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The CMO’s Holiday Wishlist: 5 Suggestions for Stressed-Out Execs

The CMO’s Holiday Wishlist: 5 Suggestions for Stressed-Out Execs

It’s that time of year again—twinkling lights, roaring fireplaces, hot chocolate, and stressed out executives. What would the tail end of December be without your CMO pulling his hair out while he agonizes over EOY reports and planning? Between trying to hit projected Q4 numbers, gathering big-picture metrics for the C-suite, and efficiently allocating budget for next year, there’s not a lot of time left to enjoy the holiday cheer.

While the end of the year may feel like the end of the world to your CMO or Marketing VP, there are ways to simplify these activities and alleviate the season’s biggest pressures. Below, we’ve compiled a short-n-sweet holiday wishlist for any marketing exec looking to kick off the new year with a little less stress (and a little more hair):

1. Marketing’s ROI

If there’s a sole metric that emboldens marketers across the board, it’s ROI. It proves what the team has delivered for the business, gives everyone a clear view of what he or she has accomplished, and helps managers and execs make more well-informed decisions about what to plan next. If your CMO can easily derive marketing’s ROI, he can prepare for high level metrics meetings without breaking a sweat.

2. A team that pulls its own reports from one place

If Demand Gen Dave, Content Carrie, and Marketing Ops Marvin can quantitatively show the successes or missteps of their individual campaigns, the CMO or VP only has to worry about compiling and delivering higher level reports and analysis. And if all the team’s reports are easily accessible and located in the same place, putting it all together to present the bigger picture becomes a piece of cake.

3. Reliable projections made from reliable metrics

By making sure all across-the-team metrics are up-to-date, accurate, and robust, your CMO will have an easier time predicting what the business can expect from your team in the quarters ahead. When it comes to next quarter’s campaign results and upcoming budgeting priorities, reliable data means reliable projections—and that means a more satisfied CEO and Board of Directors, and a more confident marketing executive.

4. An excellent relationship with sales

It’s no secret that marketing and sales teams can have contentious relationships. It takes frequent meetings and the right metrics to instill a sense of trust and camaraderie between the two teams—and that’s not always the simplest feat. But if your CMO can definitively demonstrate the role that marketing plays in the sales process—and vice versa—then everyone has a reason to come together and celebrate mutual wins.

5. A rock-solid ABM plan

While most of today’s B2B marketers are busy developing and deploying account-based marketing strategies for their businesses, a lot of them struggle to come up with truly effective plans. CMOs who can pinpoint, measure, and analyze their biggest campaign successes are better equipped to develop strategies that perform well. By digging into the tactics that have worked best in the past, marketing execs can set themselves up for less uncertainty and stress in the future.

By crossing these items off their wishlists, marketing executives can ensure peace of mind this holiday season—and a much happier new year.

Learn more about how you can simplify reporting now and throughout the year by watching Effective Metrics from CMO to Specialist or downloading The B2B Marketer’s Guide to Tactical Reporting.

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Straight From the CMO’s Mouth: Best Practices for Across-the-Team Reporting

Straight From the CMO’s Mouth: Best Practices for Across-the-Team Reporting

As ProSites’ CMO Ken Robinson told the audience during our “Effective Metrics from CMO to Specialist: What You Need, What You Don’t” webcast, marketing can unfortunately be viewed as the “arts and crafts” function of a business. It’s creative, it’s inspired—and it’s not always easy to measure. If the department known for its bright and shiny ideas wants to earn an influential seat at the executive table, it must find a way to quantify its results. Or, as Ken put it, “without data, you just have an opinion.”

When it comes to reporting, it’s essential to look at both how the team and each individual team member impacts pipeline and revenue with their efforts.

So, are marketers measuring their teams’ success? Our in-webinar poll revealed that 40% of respondents’ teams have KPIs for every role, 27% of respondents’ teams have KPIs for a few roles, and 7% haven’t made the switch to metrics-based reporting. This tells us that while there is a trend towards role-based reporting, we’re still not there yet.

So if we are trying to get to a place where the whole team is reporting, what exactly should everyone be reporting on?

In our webinar, Robinson—who runs ProSites’ marketing team—runs through his top-level reporting advice for almost everyone, from ops to events.

In this blog, we deliver a quick hit list of these best practices to help you get started on your team-wide reporting plan:

Strengthen Your Foundation

According to Ken, the demand generation manager or team functions as the “core” of your marketing organization, and is responsible for the full-funnel reporting—from lead  all the way down to revenue. This type of reporting helps inform future plans. Your demand generation team should report on not just the volume of leads, but also the quality of those leads. Are they becoming MQLs? Are they becoming Opps or closed deals? How many leads are being disqualified and how many are being put into nurture? They should also be looking at marketing’s contribution to pipeline and closed-won business, essential metrics that show the team’s true impact on the business.

Tighten Up the Nuts & Bolts

Marketing Operations is “the engine that drives marketing for the organization.” This person or team should be responsible for managing the overall tech stack, ensuring that stack is capturing all of the necessary data to provide KPIs for other members of the team, and helping to set up campaigns. Examples of reports that should be coming out of operations include information on whether prospects are moving through the funnel or getting stuck and database health reports like email deliverability. How many unsubscribes or hard bounces are there? Are email sends getting out to the prospects and customers?

Build Out a Better Library

Your content marketers should report on the types of content that are working best, and they should know where they’re working. By looking at initial touch-points that have created leads, along with all of the later touch-points that have influenced closed-won deals, your content marketers can better identify the wins and missteps that will inform a more successful content strategy down the road. Not only will these reports show the impact that content has on prospects and customers, it will show the team, as a whole, which themes, topics, and messaging resonate well with your audience.

Prep for Next Year’s Roadshow

Event marketers should be digging into the conferences and tradeshows that are most profitable and tracking data to measure whether or not it’s worth it to sponsor a specific event. By looking at how much pipeline or opportunities an event sourced or influenced, an event marketer can help determine what events to commit to next year. First-touch and multi-touch attribution reporting is a key element to building out your event plan.

By breaking up report types by role—and ensuring every report plays into the larger business strategy in some way—you’ll end up making smarter decisions for your team and the company. You’ll better understand how each part of your team impacts a deal from lead to MQL to closed-won, and be better equipped to predict where your biggest successes will come from.

And then, you get to be creative and confidently show the value that your team is providing every step of the way.

For more marketing reporting best practices advice, be sure to check out the full recording of our webinar with ProSites’ CMO Ken Robinson.

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