If you are following multiple best practices to attract, engage, and delight customers, how do you know which marketing strategy is achieving the best results?
And if you're splitting your marketing budget between multiple activities, it’s critical to know which one is providing the greatest return so you can better allocate funds.
Unfortunately, there’s no magic marketing strategy. Trust us, we’ve certainly looked for one.
However, by tracking attributions and collecting data on customer behavior, you can start to identify trends and see which strategy is currently performing the best. This knowledge will help you make smarter investments and prove the value of marketing.
You Need Data to Decide
You can look at email open rates and click-through rates, but just because someone opened an email and clicked to read more doesn’t automatically make them a sales-qualified lead.
In order to know which marketing strategies are bringing in leads that turn into long-term customers, it’s critical to follow prospects throughout the buying process and see which campaigns or pieces of content are moving them closer to purchasing, which means checking attributions.
HubSpot Makes Attributions Easy
The first step is to add each prospect to a Customer Relationship Management (CRM) platform, so you can begin to track their behavior. Our preferred CRM is HubSpot.
HubSpot is an inbound marketing platform with a comprehensive suite of marketing, sales, and service automation tools. Adding prospects to your CRM can be done automatically with HubSpot by having them submit a form on your website or landing page. Once they are in the system, their behaviors are tracked.
Can you currently tell if a certain customer has read your blog post about a particular topic and also downloaded an eBook or liked a related post on Facebook? Or do you know the final piece of information they consumed before signing a contract?
With HubSpot, your attribution touch points are all stored under a single platform and associated to each user in an easy-to-read dashboard with the ability to create custom reports, so you can understand the journey your prospect takes from the first touch to the last touch.
Simply put, with HubSpot, you no longer need to piece together various analytics and reporting software that requires a large investment in time and money.
Do You Want These Powerful Insights?
The goal of attributions is to assess the value of each marketing touchpoint, so you can more effectively manage your budget and resources.
With data-driven insights into what's working and what isn't, you'll be able to not only optimize your strategy for the future, but also prove the value of your marketing efforts to your executive team.
To learn more about HubSpot and the power of a data-driven marketing strategy, watch this quick video.