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5 Ways to Gain a Deeper Understanding of Your Top Marketing Channels

Andrew Sheridan Business Intelligence Project Manager, DialogTech

Lately, new marketing channels seem to be popping up on a regular basis. From Snapchat striving to become an advertising business to television’s newfound home online, the marketing landscape has been in a state of constant flux. Due to the proliferation of smartphones, tablets, and digital as a whole, omni-channel marketing has been taking the marketing universe by storm. Marketers are throwing around more money and resources in order to get onto more screens in more ways. As we continue to expand into new territories, the ability to track and measure the success of each marketing channel should continue to be a top priority for successful marketers. By utilizing these 5 attribution tactics, you will deliver a clear and accurate understanding of which channels are driving leads for your business.

Salesforce Campaigns

Salesforce campaigns remain one of the most useful and undervalued marketing tools available. When properly implemented and maintained, Salesforce campaigns give you the ability to match up the leads and contacts in your CRM database with specific marketing activities to which they were exposed. Having this in your CRM platform is extremely beneficial because it allows you to track campaign membership as well as the pipeline and revenue brought in from those leads and contacts. These metrics can then be connected back to your marketing efforts. To learn more about the benefits of Salesforce campaigns, check out my earlier blog post on the topic.

Website Analytics

Corporate websites continue to be the most used marketing channel according to Salesforce’s 2015 State of Marketing report. Of those surveyed, 64% believe it to be very effective/company’s website is a must. In order to gain that next level insight on your website, you should have an analytics specialist who is able to do a deep dive into your website and discover what channels are producing the best results for your business.

Content Management

Content marketing has been hugely popular as marketers strive to educate consumers on the benefits provided by their business. A joint report done by the Content Marketing Institute and MarketingProfs on 2015 B2B Content Marketing found that 86% of marketers are currently using content marketing. The problem is, only 21% of those marketers say they are able to successfully track the ROI of their content marketing. Counting downloads from your website is easy enough, but tracking the other ways your content is distributed becomes trickier. Using a tool such as a sales enablement platform or email tracking allows you to see exactly which pieces of content have been distributed by your sales team and whether or not they were viewed. Bonus: connect your tool back to your CRM to see which pieces of content are driving revenue.

Call Analytics

The ability to track phone calls used to be a little-known gem in the marketing world. Now, as a result of the smartphone explosion, call tracking software has become an incredibly valuable resource for marketers with a focus on attribution. It is expected that by 2018, 73 billion sales calls will be made to businesses from just one channel – mobile search. Without the ability to track your calls back to their marketing source, you are bound to misattribute a significant portion of revenue that should be credited to your marketing efforts.

Multi-Touch Attribution

The four previously mentioned tactics for measuring channels are all valuable on their own, but true analytical power comes from their merging. Multi-touch attribution is the ability to combine into a single view each touch point from all of your disparate platforms. With multi-touch, you can see what channels are driving winning opportunities and which are resulting in dead ends. By combining together data from all of your online campaigns, inbound calls, content distribution, and website interactions, you can attain the complete picture of all your marketing channels.

Marketing channels are only increasing in number. Maintaining strong attribution for each channel that you utilize will help you to optimize your marketing efforts and bring in more revenue from your business. To learn more about how DialogTech can help, have a look at our free white paper, the Buyer’s Guide to Call Tracking Software for Marketers.