Post by account_disabled on Mar 4, 2024 5:38:39 GMT 2
Among the advantages of B2B digital marketing, and there are many, we find the possibility of analyzing the performance of each element of the individual campaigns and therefore trying to improve them, to increase their ROI. SaaS companies, in particular, have a predisposition for technology that links all activities and integrates them, trying to create a perfectly oiled mechanism capable of generating new business opportunities. In today's article, you will find the list of essential KPIs to monitor: continue reading! What data should be analyzed and tried to improve in B2B digital marketing? The tendency towards the analysis of statistics and the integration of technologies, typical of the sector, should not lead to excessive monitoring which risks losing sight of the focus, i.e. the ROI of B2B marketing campaigns . To facilitate the selection, we have identified seven KPIs, valid in general for B2B companies and, in particular, for SaaS companies. 1. Unique visitors to the company website Unique visitors are people who arrive on the company website in a specific period of time; they are something different from sessions which, remember, are the total.
visits in a given period of time and can also include the same person returning to the site. The tool for calculating unique visitors is certainly Google Analytics which also allows you to compare data with benchmarks and generate reports. Another useful analysis is that which allows you to discover the origin of the traffic: the sources can in fact be search engines, paid campaigns , social networks, emails, external links and so-called direct traffic. New Call-to-action Australia WhatsApp Number Data The reason why it is essential to monitor unique visitors is that it allows you to understand if the company's digital audience is growing and therefore the contents shared through the website and blog pages are truly relevant for prospects and customers. Furthermore, you have the opportunity to evaluate the effectiveness of the activities, on social media or paid, increasing the budget in the best performing channels. 2. Converting users into leads The term lead is quite broad and often within the same company different people have a different idea of it. We have tried to enclose it in a practical glossary that we propose below and we hope it can be useful to you, also to improve collaboration between marketing and sales colleagues. b2b sales strategies glossary The data to be analysed, speaking of leads, are both the contacts generated.
by the activities and the leads that are qualified and pass from MQL to SQL. Visitors who fill out a form to access content, for example, go from anonymous to leads registered in the company database, while leads who follow the path proposed by the chatbot to find what they are looking for can be qualified and passed on to management by the commercial. The useful tools for this type of monitoring are integrated marketing automation platforms , which also allow the qualification of contacts, as well as the activation of lead generation strategies. The analysis of traffic volumes is an end in itself if it is not compared with the number of unique visitors who become leads. 3. Lead-customer conversion rate This statistic is one of the most important in B2B marketing and concerns the number of leads that become full customers. To calculate it, simply divide the number of new customers acquired.
visits in a given period of time and can also include the same person returning to the site. The tool for calculating unique visitors is certainly Google Analytics which also allows you to compare data with benchmarks and generate reports. Another useful analysis is that which allows you to discover the origin of the traffic: the sources can in fact be search engines, paid campaigns , social networks, emails, external links and so-called direct traffic. New Call-to-action Australia WhatsApp Number Data The reason why it is essential to monitor unique visitors is that it allows you to understand if the company's digital audience is growing and therefore the contents shared through the website and blog pages are truly relevant for prospects and customers. Furthermore, you have the opportunity to evaluate the effectiveness of the activities, on social media or paid, increasing the budget in the best performing channels. 2. Converting users into leads The term lead is quite broad and often within the same company different people have a different idea of it. We have tried to enclose it in a practical glossary that we propose below and we hope it can be useful to you, also to improve collaboration between marketing and sales colleagues. b2b sales strategies glossary The data to be analysed, speaking of leads, are both the contacts generated.
by the activities and the leads that are qualified and pass from MQL to SQL. Visitors who fill out a form to access content, for example, go from anonymous to leads registered in the company database, while leads who follow the path proposed by the chatbot to find what they are looking for can be qualified and passed on to management by the commercial. The useful tools for this type of monitoring are integrated marketing automation platforms , which also allow the qualification of contacts, as well as the activation of lead generation strategies. The analysis of traffic volumes is an end in itself if it is not compared with the number of unique visitors who become leads. 3. Lead-customer conversion rate This statistic is one of the most important in B2B marketing and concerns the number of leads that become full customers. To calculate it, simply divide the number of new customers acquired.