How to Track and Measure Website Analytics

Let’s Talk Analytics When I’m talking to marketers one of the biggest questions I get is about web analytics. It feels a little bit like analytics is uncharted territory and there is a lot of confusion on how to set up an effective analytics strategy. In the early days of my web career I would…

B2B Marketing KPIs to Optimize Pipeline Health

It’s tempting to play favorites with marketing KPIs—especially when evaluating marketing pipeline. But failure to look at a mix of KPIs could mean missing the whole story or even an opportunity to improve.  Any Metric Can Become a Vanity Metric Many marketers fixate on just a handful of performance indicators. They may boast about the…

How to Use Email Metrics to Make Data-Driven Decisions

While guessing the number of jellybeans in a jar might win you a prize, this type of guess work is much less successful when it comes to email marketing. Thankfully, marketing automation provides marketers with a variety of methods to measure what’s working and what isn’t regarding your emails, along with ways to methodically test…

How to Build a Campaign Hierarchy for a Business of Any Size

“Wow, you built the campaign hierarchy for Salesforce? How did you figure that out? Can I do that for my small and/or medium business?” That’s the reaction I usually get from our small or medium sized business (SMB) customers here at Salesforce, who are astonished about how I was able to build a campaign hierarchy…

5 Sales and Marketing Tactics Using Pardot’s Engagement History Dashboards

Nobody has been more positively impacted by analytics technology than Sales and Marketing. Immediate visibility into metrics and quick action based on insights are critical to their success. Now with Engagement History Dashboards from Pardot, analytics does not have to be reserved for operations teams or data scientists, but can instead be used by every…

How to Take Action on Unsubscribe Data in B2B Marketing Analytics

When a customer unsubscribes from our email communications, we lose the ability to market to them, affecting everything from renewal reminders to cross-sell and upsell campaigns. This negatively impacts the revenue our companies can generate from the account — potentially draining us of hundreds of thousands of dollars. Customers — especially existing customers — often…

3 Valuable Marketing Reports That Look Beyond ROI

Marketers are increasingly on the hook for proving their value. Most marketers have elevated their reporting beyond campaign activity, to focus on revenue impact — the real goal. In fact, 72% of marketers say they report on revenue impacts. However, only 25% of all marketers are more than somewhat confident in those numbers. As marketing…