Tips on Tracking B2B Marketing Channel Performance

Marketers frequently assess the effectiveness of campaigns and channels. Opens, clicks, unsubscribes, and purchases might all be important email analytics. It might be cost-per-click and cost-per-conversion for PPC advertisements.

But how can you assess your total marketing performance? And how do you weigh the pros and cons of various channels, such as email marketing, PPC advertisements, and social media?

B2B Marketing Channel Planning

Let's start with a glance at marketing channels and methods, and then go on to how to properly develop your planning.

Website

To be effective in marketing, you must first get your website perfect. More than half of all buyers will go to your website and form an opinion about your business based on what they see. As a result, your website must be quick, safe, and pleasant to the eye. It must work correctly on mobile devices, as mobile devices currently account for more than half of all visits (and even B2B companies still get a significant proportion of traffic that way). Finally, your website should serve as more than a corporate brochure. It should lead to the top of your marketing funnel, acquiring user data and directing users to items they might be interested in purchasing.
B2B Content marketing

High-quality material is increasingly becoming the main means of demonstrating competence. On their own websites and elsewhere, businesses generate white papers, original research, blogs, and a variety of other types of writing. Many of the other types of marketing described on this list rely on it, and it's becoming increasingly important to execute it properly as search engines improve their ability to detect high-quality material that users want to read.
B2B Email marketing

Email marketing appeared to be on its way out in the face of newer, prettier technology, but that hasn't been the case so far. Instead, other marketing platforms are increasingly relying on email addresses to generate regular newsletters and give notifications. For marketers, having a strong email list is as vital as it has ever been.
Search engine optimization (SEO)
The value of organic search is another item that isn't going away. This will almost always be the route that brings the most people to your items – albeit the quality of the traffic cannot always be assured. You're losing a lot of revenue if you're not placing yourself to take advantage of your potential clients' searches.
Social media marketing

Marketing is present on social media too and it's a unique form of traffic. Social media is also a wonderful way to acquire third-party validation while also strengthening and stretching the brand. LinkedIn is the social media platform that B2B marketers must employ. Others may or may not fulfill your requirements, depending on your industry, but LinkedIn is a must-have.
Pay per click (PPC) B2B advertising
It's becoming increasingly important to target your consumers with a combination of organic and bought traffic on both search and social media. The more information you have about your clients, the easier it will be to spot individuals who are on the verge of interacting and utilize precise terms to nudge them over the line with suggestive advertising.
Video marketing
Video content is exploding in popularity, and professional, targeted B2B video is becoming increasingly important. More and more of the other channels described above, just as they have for written material, have become routes for video, and it's becoming an increasingly important element of the mix.

Let's take a closer look at how to find out what you truly want to achieve. This method called Planning is something that is recommended for getting your marketing message across.

Segment your market and concentrate on a certain segment

Begin by answering these two easy questions to determine your segments: Who may be a possible customer of my goods (your target market)? Why do people purchase my products or services? What types of issues or tasks do they wish to address?

You'll notice two things: All market niches are not created equal. Some sectors have a larger return on investment, but they need more resources. Some, on the other hand, have less promise yet may readily create income. Every market sector is distinct and has its own set of requirements. That is, for each market sector you wish to prospect, you'd write a separate proposal and use a different strategy.

For each market category you intend to target, create an ICP

There are three advantages to using this approach: You'll be able to truly customize all of your marketing materials, including sales pages, proposals, advertisements, and lead nurturing emails. Instead of guessing what works, you can figure out the most successful lead generating methods. You'll be able to select the most appropriate marketing qualifying criteria for evaluating the effectiveness of each marketing campaign.

Analyze your competitors

Examine the TOFU and MOFU efforts of your competitors: What type of lead generation tools do they employ? Webinars? How did they acquire contact information? Is it possible for them to overcome your concerns and provide answers to your questions? Are they able to articulate the advantages of their strategy?

Take your customers on a buyer's journey

According to Hubspot, just 3% of your market is actively buying at any one time. Recognize that the sales funnel is just one aspect of the customer experience. You must first attract (ToFu activities), qualify (MoFu activities), then nurture sales qualified prospects before working with them (BoFu activities). In addition to the marketing funnel, the buyer journey includes: The sales funnel, wich is in charge of nurturing leads and closing deals. The post-sales funnel is in charge of training purchasers while also keeping track of client happiness. Referrals funnel – here is where referrals, suggestions, and case studies come from.

B2B Marketing and Sales Alignment

Lead generation is simply one side of the equation when it comes to business growth. You need sales and marketing to work together to maximize outcomes and correctly handle every lead throughout the sales cycle.

Although the possibility for sales and marketing alignment has always existed, the necessity to take advantage of it has increased in recent years. The efficacy of sales and marketing at various phases of the 'funnel' has shifted as a result of changing buyer behavior.

A completely coordinated, hybrid sales and marketing team puts your company in the greatest possible position to extract the most value from prospects and customers while also ensuring that your company grows to new heights.

B2B Campaigns Tracking

Being able to identify where your visitors come from provides a tremendous chance to optimize your campaign's engagement and ROI. You'll also be able to better your efforts in the future and spend more efficiently if you benchmark your campaign results. You'll measure success differently depending on where a marketing campaign fits into and pushes consumers through the buyer's journey.

Once you've started tracking your campaigns,, you'll want to do the following:

Identify the data that is most relevant to your requirements. If you're starting from scratch, you might want to focus on social media engagement and overall website traffic, rather than conversion rates. Time on site, departure pages, and conversion rates may all be crucial if you're having trouble acquiring leads.
Create objectives once you've established what to measure. Specific, Measurable, Attainable, Relevant, and Timely goals should be set.
Keep in touch. Set a weekly check-in schedule that you can stick to, and make sure you keep track of it. Examine the data over time.
Look for patterns as well as the sources of such trends. After that, make some choices. Allow a favorable trend to continue if it is positive, but keep a tight check on it. If it's bad, try making one little modification and then tracking and documenting it.
Keep track of your goals and progress on a regular basis. This might be done every two weeks, once a month, or once a quarter. Show time periods, identify patterns, and provide information to your coworkers and executive team.
Compare and repeat the process. Set new goals once you've achieved your previous ones.

As marketing evolves, it's important to analyze and enhance your efforts. With new technology and budget constraints, you'll need to demonstrate outcomes and value. You can provide measurable outcomes and justify the worth of your efforts by keeping a consistent analytics methodology and making data-driven decisions.

Find out how NNC can help you close the loop between leads and revenue. Book a demo now.