Insights Tag

Marketing has dramatically evolved in the last 20 years. The rise of digital marketing and the exponential growth in marketing technology solutions are just a couple of things that have brought a new level of complexity—and power—into the hands of marketers. But, as the saying goes, “With more power comes more responsibility.”

Chief marketing officers and their teams are facing greater expectations to demonstrate results across their organization. Marketing investments are under continued scrutiny and organizations are being tasked to perform at higher levels with the same or fewer resources. The bottom line:  today, marketing organizations must demonstrate steadily increasing ROI while achieving higher levels of innovation, and team and client engagement.

So what?

 

Marketing organizations need to bring their A-Game. They must take steps to evolve their stack, processes, and strategy to keep ahead of the curve – and the competition. Wherever you are in your digital transformation, you should ask yourself:

  • Can you demonstrate how your marketing organization is aligned to the company’s strategy and driving real, measurable value for the enterprise?
  • Do you have the means to communicate full cost and ROI transparency to the CMO and business lines, and drive informed marketing decisions?

 

If you’re not confidently answering “yes” to these questions, here are the six steps you can take to build and bring your marketing A-Game:

 

1. Thoughtfully create your marketing stack

The number of marketing platforms has grown at an exponential rate, and it can be hard to know what the right strategy and tools are for your organization. Assess your current stack with these questions:

  • Can you qualify the value you get from each of your platforms and tools?
  • Are there gaps you can identify within your existing stack?
  • Could you possibly consolidate the number of tools you are using?

 

2. Build integrations

Like most companies, you likely have multiple systems of record. But it’s not effective to plan in one system, execute work in another, and host assets and deploy in others. Your holistic marketing story and accurate ROI reporting are critically important. Power your organization’s collaboration with integrations that seamlessly connect your stack to unlock and unify the data that enables these stories.

 

3. Organize your data & insights

Your stack is creating ever more data to manage. But the problem isn’t the data itself; it’s how to organize it in a way that leads to actionable insights. Define a best-fit data strategy for your stack. And with the right visualizations, your organization will be empowered with the ideas to make smarter marketing, business, and operational decisions.

 

4. Examine your existing processes – and do it often

Organizations and your marketing needs will continually evolve. Being comfortable may lead to a miss on an important technological advance that your competitors are employing.

  • Review your processes regularly to re-engineer and optimize them and to ensure they’re as efficient as possible.
  • Refine your organizational roles to maximize new capabilities.
  • Look into custom development options to create new automation opportunities within your organization.

 

5. Make change personal

Tools are only effective if you know how to use them and know why you’re using them. Equip your team with proven approaches and tools that affect lasting change. Discover methods that will influence behavior and allow your staff to understand the value of new capabilities. By encouraging your team to embrace change, you’ll drive operational excellence and create a model for the rest of the enterprise to follow.

 

6. Recruit an expert or find a reputable partner

Ultimately, bringing your marketing A-Game is complicated. It takes time, strategy, investment, and the right guidance to ensure you will have an ecosystem that positions your organization to win. In this process, don’t be afraid to recruit an expert for that industry or employ a technology partner to make strategic recommendations. Create a roadmap that aligns with your objectives, prioritize your specific initiatives and create the ideal marketing ecosystem for your organization. Your team will be able to focus on creativity and innovation, and you’ll watch your ROI (and credibility as a leader) soar.

 

Are you ready to bring your A-Game?

Through multi-city workshops, LeapPoint will provide senior marketing professionals a solution set that enables their organizations to align with corporate strategy and effectively and efficiently deliver value to the enterprise. We’ll showcase how to achieve these outcomes via a robust, intelligently integrated, set of best-of-breed cloud applications that holistically provide for this capability with effective governance.  All with the added benefit of actually making the end-user experience more efficient and effective.

Learn more about the marketing A-Game and register for an A-Game Workshop in a city near you at leappoint.com.

 

 

In today’s marketing landscape, relying on your gut feeling doesn’t work. Instead, sound marketing requires data-driven tactics to make strategic and informed decisions. You can achieve this when you integrate analytics into your marketing. Here’s how:

1. Know your basics

Understand key marketing analytics terms so you can apply vital metrics to reach your marketing goals effectively. Some key marketing analytics terms to learn include:

Leads generated. This is the number of sales leads you produce with your marketing efforts. Sales leads are individuals who are interested in the goods or services you offer and can potentially lead to a paying customer.

Sales growth. This is the rate at which your sales increase over time based on your marketing strategies, such as lead generation.

Conversion rate. This is the percentage of your leads who transform into paying customers.

Web analytics. These are the different types of metrics and data that specifically measure online activity from various platforms, including email and e-commerce. You use web analytics to understand how site visitors use the web so you can optimize your web content. Some key terms include:

  • Click-through rate (CTR). CTR measures the percentage of individuals who clicked on your digital ad or call-to-action (CTA) in comparison to individuals who only viewed it.
  • Traffic. Traffic measures the number of visitors that come to your website.
  • Engagement. Engagement typically measures the rate at which individuals interact with your online content and the way they interact with this content. The pages per session, bounce rate and time on page are a few of the several data points that constitute engagement.
  • Open rate. This metric measures the rate at which recipients of your email campaign open the emails you send.

 

2. Push your metrics further with insights

Without drawing insights from your data, it’s challenging to understand their value. Accomplish this by assessing how specific marketing activities impact different metrics. For instance, you can measure the performance between two different CTAs by comparing the changes in the CTR for each CTA. If you notice the first CTA garners a better CTR, then it may be ideal to use the first call-to-action to drive traffic.

3. Track lead sources

You can better integrate analytics into your marketing by tracking the source channels of your leads. This is especially useful for tracking social media sources. Review the source of your leads by measuring the CTR. This can help you better determine where to focus your marketing efforts.

4. Improve the user experience

You can use data to also enhance the site experience users have when they visit your website. For example, you can monitor changes in your bounce rate before and after making a technical change such as removing images that slow down site performance, to determine the effectiveness of the change. If it decreases your bounce rate and keeps visitors on your site longer, it can mean that it’s enhancing the user experience.

5. Craft your strategy around insights

You can’t maximize your data’s potential if you lack effective strategies. It’s not uncommon for marketers to limit their data’s potential by using it to support pre-made decisions. However, it’s key to leverage the potential of data to drive action. You can do this by crafting your strategy around insights. Consider using these tips to build a driving strategy with marketing analytics:

  • Make marketing analytics accessible. Make sure your team has access to your insight and discuss how analytics impacts your marketing goals.
  • Get help. Get a different perspective and ensure you’re capturing data from different angles by leveraging the help of an expert or partner.
  • Test your tactics. Perform tests to determine if the theories or tactics you have are working based on your analytics.