B2B Data & Database Marketing – Successfully Leveraging Data During The Explore Phase
MOSTLY OFF-SITE BIG DATA
As described on the summary page, the majority of your prospects’ and customers’ research in the Explore phase happens off of your Web site.
MEDIA METRICS AND WEB ANALYTICS NOT TELLING THE WHOLE STORY
So, most of us measure customer acquisition metrics such as ad clicks to optimize our messages and placements. These measurements make some sense for high volume B2C companies, but in the case of many B2B companies, low media and traffic volume means that these web analytics & marketing metrics are not necessarily telling the whole story of customer intent and activity.
OK, SOME ON-SITE DATA TOO
Yes, some folks will actually come to your website in Explore, but…
- Most prospects that do visit your site will be anonymous
- The ratio of known to unknown visitors depends on the maturity of your data collection and analytics practice, as well as your business and product category.
START CREATING A FULL PICTURE
Connect your Explore phase data with later phases to track KPI’s for typical off-site Explore activity (media, email, social, etc), including both marketing-level analytics metrics (clicks and impressions) and ROI metrics (conversions and sales).
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- Consolidate and store all your data sources (advertising systems, web systems, CRM, etc) into a single big data warehouse – this allows for easy correlation, reporting, and analysis using powerful Business Intelligence tools.
- Save all of this data against anonymous profiles mapped to IP addresses and/or cookies
- Add this Explore phase data to later phase data on those profiles once they become known users (after registration or sales engagement)
Having a complete picture of the company buying journey and tying marketing activity directly to revenue allows you to do look-back web analysis to better understand your customers and their needs in each phase. For example, who performs research in your customers’ organization, where do they go, what do they look for and consume – even before they identify themselves to you. Read more >