We’re all heading back to work from the holidays and if you’re like most businesses, this is a time to set new goals for 2015 and ramp up your marketing efforts. There are so many tools available to the modern-day digital marketer though, how do you know which ones provide the most ROI for your business and make the most of your marketing time? There are five basic areas that just about every SaaS business will need to focus on to make their marketing machine run smoothly, and five corresponding tools that are a great place to start.
Know Where Your Customers Are Coming From
This is the top of funnel analysis. A tool like Google Analytics is ideal for this portion of your marketing analysis because it’s free, versatile, and pretty easy to set up. Create specific goals for events you want to track (like a sign ups or whitepaper downloads). Google Analytics is ideal for knowing where your customers are coming from, which sources are most valuable for you, which landing pages convert the best, and even how your content marketing is performing.
Google Analytics gives you the ability to analyze trends in your user and visitor behavior but for security reasons, it doesn’t allow you to connect certain events to specific visitors.
Track Leads and Maximize Opportunities
Use a marketing automation tool like Hubspot or Marketo to nurture and track leads and analyze your marketing spend. Having one place to go to track interactions with customers and leads, plus monitoring engagement allows you to optimize your marketing efforts and ensure you’re putting in the effort where it’ll most pay off.
Know What Your Customers Do Once They Get To Your Site
To understand how users behave once they’ve actually entered your site, a tool like Mixpanel is perfect. It has great event tracking capabilities and focuses on how individual customers behave, rather than only patterns and trends in overall user behavior like Google Analytics. You can track things like which button a user clicks most frequently, or if a user is more likely to become an active user if he/she performs a specific action.
A tool like Mixpanel gives you an idea of how best to engage your customers, and how best to market to them. You can even look for patterns in your Mixpanel data to flesh out user personas, to help focus your marketing campaigns.
Get Feedback From Your Customers
Now we’ve looked at the top of the funnel, engaged our customers and leads, and analyzed how customers interact with our site. After all this, businesses need to know how customers actually feel about the product. Two of the best ways to do this is by monitoring customer support (and analyzing it) and conducting customer surveys.
A customer support tool like Desk or Zendesk allows you to see exactly where your customers are getting hung up and where you can make their experiences smoother. Check out that customer support data to monitor the problem and success areas of your customer experience.
A survey tool, like SurveyMonkey, allows you to seek feedback on any aspect of your business you want. Determine customer satisfaction, or ask about future features that users may be interested in. Filling in these blind spots of your business’ customer experience will pay off in customer satisfaction and user retention.
Analyze Marketing Data
Now that you have the tools up and running, how do you know they’re working the way they should be? Analyze all this data they’re generating in order to optimize and tweak for maximum performance. Otherwise, you’re wasting a lot of effort on getting these programs set up, but not maximizing their benefit to your business. This is where a self-service BI tool comes in.
DataHero is a self service BI tool that enables business users to focus on their analytics questions without the involvement of the IT department. That means you can analyze all the data from your marketing tools without having to wait on other departments. It integrates with all the services above. We also know that many times we need to export Excel or CSV files from different services, so DataHero allows you to upload those files as well directly from your desktop.
Then, you can easily chart your marketing data by just dragging and dropping information onto the page. You can even do more advanced features like combining those Excel files with datasets from your marketing services to get a clear picture of your entire marketing funnel. Check out how to combine Pardot and Salesforce data, for example. You can also create dashboards of your key charts from multiple services that stay automatically updated and that you can simply export for your next presentation.
Each marketing challenge is unique, which means that as marketers, we need a number of tools in our arsenal that we all wield differently. Ideally we want to get the answers we need from these services and our marketing analytics without having to log in to ten different dashboards every time we want to answer a question about our business. Thankfully, DataHero provides that ideal scenario of easily understanding within your marketing data where you can improve and where to drive your business forward.
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