Metrics and chill?How closed-loop reporting can help you seal the deal

  There is an ever-increasing number of marketing channels, and with that comes an abundance of campaign data for B2B marketers to contend with. This abundance makes it harder for marketers to achieve closed-loop reporting from campaigns. Symptoms of this could include:  

  • Producing content that gets views, but doesn’t contribute to long-term goals (e.g. clickbait)
  • Gathering data about leads but not passing it on to the people who need to know about it
  • Waiting until the end of a campaign to report on ways to improve, and missing out on that feedback when you needed it

  In summary: you might be able to report on everything, but you need to make it actionable. And the quicker you can action it, the better.   Let’s take an example. You’ve been posting useful content and keeping track of your interactions on LinkedIn for six months. You need to justify the time spent on social media, so you show your manager a report that shows your interactions have gone up by 5% month on month. That’s great, but how much better could you be doing? Is 5% good? And what’s the commercial value of that 5%?   There are a few simple ways to make that report even more compelling.   If someone comments, you reply, connect with them, or send them an InMail inviting them to your next event. Perhaps they never respond to your InMail – if the response rate is very low, you know to rethink your nurturing approach. On the other hand, perhaps they start a conversation with you, come to an event, download a whitepaper or set a meeting. Now you’ve proven which responses work and which don’t work, so your success is repeatable and more efficient. Not only that, but you have a much clearer idea of how to engage prospects when their first touchpoint was on LinkedIn.   Apply this feedback approach to any other marketing practices – content marketing, email, events, digital advertising, sales enablement – and the principle works pretty much the same. It all comes down to a few main actions:  

  • Think about metrics in terms of their business value in a wider context (lower engagement on social media may not be an issue if that engagement is with the right decision-maker and delivers pipeline)
  • Frequent communication between delivery teams about what their insights and goals are
  • Constant re-evaluation of your strategy based on data-backed reporting

  Here’s an example from TMP.   We recently ran two concurrent programmes for the same professional services client – a demand generation campaign and a thought leadership campaign for the C-suite. Salespeople on the demand generation programme gave feedback about which subjects were engaging prospects and which weren’t. They also wanted more support to articulate the company proposition in those areas. In response to this feedback, we re-evaluated our content marketing programme and aligned it with what the sales team needed and reported, making it more relevant and stand-out in the mass of content found online. This approach helped us deliver 120% of our lead target over a nine-month period.   We are also trialing a new approach for capturing feedback from our Inside Sales team more quickly and efficiently than ever before, and feeding that back to our planning and content teams. For more information about how to integrate your sales and marketing teams, see our Sales & Marketing Charter.  

By Dan Squire | February 17, 2016

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