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 trialling 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

Privacy Preference Center

Functional cookies

These cookies allow the site to remember choices in response to actions made by users, such as setting your cookie preferences. We use a mixture of first and third-party cookies. They are not used to track visitors. Please be aware that restricting these cookies may impact on some areas of the website’s functionality.

PHPSeSSID, __cfduid, gdpr

Website Experience cookies

Enabling these first-party cookies is not strictly necessary for the website to work but it will provide you with a better browsing experience. You can delete or block these cookies, but if you do that some features of this site may not work as intended.

VISITOR_INFO1_LIVE,

Reporting/Performance cookies

Reporting/performance cookies collect information on how users interact with the site. These third-party cookies allow us to measure site usage by collecting and reporting information anonymously. This helps us to continually improve site performance and the user experience.

This site uses Google Analytics which is one of the most widespread and trusted analytics solution on the web for helping us to understand how you use the site and ways that we can improve your experience. These cookies may track things such as how long you spend on the site and the pages that you visit so we can continue to produce engaging content.

_ga, _gat, _gid, __utma, __utmb, __utmc, __utmz

Advertising cookies

These third-party cookies are used by advertising companies to serve ads that are relevant to your interests and/or based on your previous interactions with the ads or website (e.g. remarketing).

Cookies may be set by these third parties and used by them to track your online activity and for the purpose of such activity. We have no direct control over the information that is collected by these cookies.

lang, BizoID, UserMatchHistory, r/collect, collect, YSC, PREF, bcookie, bscookie, lidc, NID, IDE

Other 3rd party cookies

These third-party cookies are used to provide you with increased on-site functionality. Here, we are specifically referring to the use of social media buttons and/or plugins on this site that allow you to connect with your social network in various ways. For these to work social media sites including; Twitter, Facebook & LinkedIn will set cookies through our site which may be used to enhance your profile on their site or contribute to the data they hold for various purposes outlined in their respective privacy policies

uvc

Close your account?

Your account will be closed and all data will be permanently deleted and cannot be recovered. Are you sure?

Are you sure?

By disagreeing you will no longer have access to our site and will be logged out.