1. Feeling Overwhelmed by Data?
Knowing what data to track, when, and why can
help marketers make better informed decisions
Presented by:
Act-On Software

2. Janelle Johnson
Director, Demand Gen
@janelle_johnson
@ActOnSoftware

3. Agenda
 The benefits & challenges of data
 Which data to track across key channels
 Aligning your data strategy with your
marketing objectives
 Using multichannel data to inform
marketing decisions
Q&A

4. Tracking: Benefits &
Challenges

5. Benefits of Tracking the Right Data
• Measure performance against company goals
• Optimize marketing spend
• Properly allocate resources
• Make pivots to programs as needed
• Align departments across customer lifecycle
– Marketing  Sales  Customer Success

6. Hazards
• Overwhelming
amounts of data
• Missed
opportunities
• Lost in the weeds

7. Which Data to Track
Across Key Channels

8. Email
• Email Tracking basics
– Deliverability
– Open
– Click-through rates
• Which lists perform best
– Click-throughs
– Conversions
• Which campaigns perform best
– Test subject line, offer, colors, size of buttons, links
– Test often

9. Website Visitors
Website Visitor Recognize
Referring sites
Tracking Basics returning visitors
• Which of pages • Search engines • Which pages is
are most read -- • Advertising prospect
and which • Email marketing visiting?
bounce the most • Set alerts for
• Digital collateral
• Which keywords sales rep
people use to
look for you
• # unique and
returning visitors
you’re getting

10. Webinars & Events
Webinars Offline events
• Who registers – and where • Who attended the event
they’re coming from • Who came by the booth
• Where registrants come • Hot prospects vs “tchockie
from gatherers”
• Who attends -- who doesn’t • Who responds to follow-up
• How long people stay on the campaigns
event
• What other actions people
take in conjunction or
proximity with your webinar

11. Social Media
• Tweets and amplification
• Facebook posts and likes
• Blog posts and number of
comments
• Benchmark your online
presence against
competitors
In a recent research report, Gleanster’s Ian Michiels mentioned that 93 percent of B2B
marketers rank “measuring the return on social media campaigns” as the number one
challenge in social media marketing.

12. Aligning your Data Strategy with
your Marketing Objectives

13. Marketing Objectives
Revenue/
Bookings
Goals
New
PR / AR Customer
Acquisition
Marketing
Budget
Market
Lead Goals
Share
Customer
Social
Retention
Influence
& Upsell

14. Key Marketing Metrics
• # Leads Created
• Cost Per Lead (CPL)
• Opportunities created
• Pipeline $ added
• Average Sales Cycle
• Booked Business
– New vs Upsell
• Average Deal Size
• Overall Marketing ROI

15. Using Multichannel Data to
Inform Marketing Decisions

16. What campaigns are performing best?
Bucket the types of campaigns Campaign Type
BannerAd
you’re using Case Study
• How many leads & opportunities Conference
per campaign type Inbound
Other
• Which has the best conversion Partner
rates? Social Promotions
• Best closed deal ratio Survey
Virtual Tradeshow
• Best CPL & ROI Webinar
Website
Whitepaper

17. Most bang for your buck
• Example: Whitepaper Campaign
• You can promote via:
– Email to house list
– 3rd party emails
– Banner Ads
– PPC Marketing Channel
BannerAd_3rd Party
– Social promotion Email_Internal
Email_3rd Party
(LinkedIn, Twitter) Partner
PPC_Ad
– Print Advertising Print Ads
Promoted Tweet
Social_Channel
– Content Syndication Slideshare
Twitter
Virtual Tradeshow_3rd Party
Website

18. Which vehicle performs best?
Utilize unique tracking urls to understand
how people are accessing your content
• Which vehicle is getting the most
response?
• CPL by channel
• Close rate by channel

19. Bringing it all together
• Utilize this information to allocate marketing
budget
– Know which types of campaigns
– Best channels to promote
– Test new channels against top performing ones
– Continue to monitor & measure
You can’t improve what you don’t measure

20. Q&A

21. Ready to Learn More?
Sign up for a demo:
act-on.com
blog.act-on.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net