In today’s digital age, it’s more important than ever to make sure your B2B marketing strategy is up-to-date. Using next-gen B2B analytics can help you analyse your campaigns and make sure you’re getting the most out of your efforts. In this blog post, we’ll explore how to use analytics like Journey to improve your B2B marketing strategy.

Before we dive in, we should define what we mean when we talk about analytics products, especially as they pertain to B2B. There are generalist solutions like Google Analytics, which provide some of what we present below, and there are also more specific products aimed at the B2B market, and these contain the toolkits which allow you to take on board all of what we’ll talk about today.

Dive Deeper: How to optimise your B2B conversion rate using heat maps, screen recordings and A/B testing

Understanding Your B2B Audience with Analytics

The successful implementation of an analytics platform is not dissimilar to the implementation of a paid media program, it requires planning, set-up, customisation and implementation. In the same way that you would segment audiences, identify and targeted named accounts (ABM marketing), build retargeting pools, build lookalike models and such tactics for media buying, you want to be approaching your analytics platform to build the same segments. Matching your web targeting with your analytics set-up ensures that you can really compare what your ad spend is delivering when you dive into your insights platform. 

So to really understand your B2B audience, start by examining the analytics behind each segment and customers on-site interactions. This will provide you with insights into the types of customers that are most likely to convert, as well as how best to target them through marketing campaigns and product offerings.

Creating a target account list to focus on the types of customers that provide the most value can help you narrow your marketing efforts, creating more personalised and cost effective campaigns. By understanding customer interactions and building a target account list, you can ensure B2B marketing campaigns are tailored to specific audiences and maximise their effectiveness, whilst also maximising their alignment with things like the correct landing page for their market segment, based on firmographic data and other such identifiers.

Top tips: How to Design a B2B Landing Page That Converts: Best Practices Ready For 2023

Leveraging analytics to determine where potential customer segments exist and which ones are most likely to purchase from you is the real name of the insights and analytics game. By understanding what these customer segments want and need, you can create tailored campaigns specifically designed to capture their attention and drive conversions. Once this data is really understood, there are options out there that give you the tools to target these segments precisely, such as LinkedIn ads and programmatic ads, so long as you have engaged with a specific ABM DSP. Click here to read more about the FunnelFuel ABM DSP and how it enables named account targeting, B2B contextual advertising and dynamic creative which can call out the companies you’re targeting by name as well as by their intent stage to drive substantially higher ad engagement. 

Read more: The Top 5 Reasons Why You Need a B2B DSP & Why Generalist Platforms Don’t Work For B2B Marketers

Optimise your on-site website experience for each market segment to radically improve the conversion rate on your website

A/B testing is a great tool to help you evaluate different strategies so you can determine which ones are most effective for B2B marketing and which ones are most effective for each segment that you are addressing in-market. This way, you can ensure your campaigns are tailored to the needs of your target audience and maximise your ROI, both in terms of the tactics you use to target named accounts and also the on-site experience that you give them when they click on your ad.

Whilst we wouldn’t advocate that you forget about tracking customer engagement metrics on the media side, like click-through rates, impressions, and clicks – we believe ultimately the barometer of the media buying tactics performance is better measured on your website, using metrics like dwell time, bounce rates, and deep segmentation of the stage of the funnel that your prospect is on, using tools like goals and funnels, as these can provide valuable insights into how effective your marketing efforts are at reaching your target audience and engaging them with your message.

Besides tracking customer engagement metrics like click-through rates, open rates and bounce rates, B2B analytics can be a powerful tool for gaining valuable insights about the effectiveness of marketing campaigns. B2B analytics can provide insight into who is engaged with your message, how and when they are engaging, and how your messages are resonating with the target audience. B2B analytics can provide invaluable information to help you craft more focused B2B marketing campaigns that are better tuned to engage your target audience and drive profitable growth.

Then when you engage with tools like our A/B testing tool, you get to see how different pages resonate with this web traffic, letting you optimise the site for everyone whilst potentially identifying which types of messaging is resonating with different market sectors, verticals and audiences. Subtle text and image changes to align the same landing page with say a banking client vs a corporate finance client may help drive that all important extra layer of engagement, leading to downloads, video views, form fills and demo sessions getting booked – in other words all of the ultimate goals which move the prospect through your funnel.

Measuring Performance and ROI in B2B using cookieless tracking which aligns with the longer B2B sales cycles 

Measuring ROI is an essential part of any successful B2B marketing campaign. However most attribution is still measured against cookies, and yet the average length of a cookies shelf life is just 30 days verses a sales cycle of 2 years. Additionally on average, a B2B sales cycle has 7 decision makers in its decision making universe, yet cookies act as 1:1 attribution with devices and browsers (not even individuals) – so all of this is to say, you need a cookieless next generation B2B insights portal like Journey to do this sort of tracking 

In order to maximise ROI, it is important to have an analytics platform that can track and measure performance across multiple channels. B2B conversion rate optimisation is an important factor to consider when it comes to B2B marketing, as it helps you understand how each channel contributes to overall success. With the right analytics platform, B2B marketers can gain insight into which channels are performing the best, allowing them to fine-tune their strategy and maximise ROI. Additionally, B2B marketers can use this data to identify areas of improvement and make changes that could increase their conversion rate.

Utilising an analytics platform provides visibility into the effectiveness of campaigns, so that marketers can adapt strategies and tactics to optimise results. Having the right metrics in place helps to ensure that the marketing program is tailored specifically to achieving objectives. B2B marketing requires a dynamic creative approach that is tailored to the specific needs of each individual customer, allowing B2B marketers to personalise their campaign strategies and messages. With the right metrics in place, B2B marketers can accurately measure the success of their campaigns and identify opportunities for improvement. This will help B2B marketers achieve their target goals, while also improving the customer experience.

By tracking conversion rates, click-through rates and total cost of customer acquisition, marketers are able to make informed decisions about which channels are most effective for their B2B marketing campaigns and how best to adjust budgets and resources in order to reach goals Again, B2B marketing campaigns can be optimised for conversions by tracking key metrics such as conversion rates, click-through rates and total cost of customer acquisition. By leveraging this data, marketers are able to make informed decisions about which B2B advertising channels are most effective in reaching their target goals and how best to adjust their budgets and resources accordingly. B2B conversion rate optimisation is an essential part of a B2B marketing strategy.

Analysing Channel Performance for B2B Marketing Strategies

Analysing channel performance is essential for B2B marketing strategy development in order to identify which channels you should prioritise and invest more resources in. B2B analytics provide key insights into the customer base, helping B2B marketers understand what channels, messages and content is resonating with their target audience. Having access to B2B analytics can also help B2B marketers see where their competitors are excelling and identify ways to differentiate from them. B2B analytics can also inform B2B marketers on the best way to utilise ad spend for maximum ROI. With B2B analytics, B2B marketers are able to optimise their marketing strategies in order to get the most out of their efforts.

For example, by assessing the number of leads generated by each channel and understanding the cost associated with each channel, you can identify which channels are delivering the best ROI and focus on optimising those channels to drive better results. Moreover, B2B conversion rate optimisation can be achieved by using metrics to measure the success of B2B marketing channels. For example, by assessing the number of leads generated by each channel and understanding the cost associated with each channel, you can identify which channels are delivering the best ROI and focus on optimising those channels to drive better results. This will help businesses make informed decisions that will lead to improved B2B marketing performance.

Leveraging Data to Create Targeted Content Strategies

Leveraging data-driven insights to create targeted content strategies allows businesses to increase their visibility and engagement with potential customers. By leveraging customer data to curate relevant information, businesses can create more effective campaigns that lead to higher conversion rates, A/B testing being an essential element of the successful B2B marketing strategy. A/B testing involves comparing two variations of a campaign to understand which version drives best customer engagement. A/B testing gives businesses the opportunity to refine their content strategies and tailor them to their customers’ preferences, ultimately leading to improved conversion rates and an increased customer base.

Knowing which content resonates with customers is key to developing a successful targeted content strategy. Data-driven insights can help identify the right topics, channels, formats, and timing for content that will bring maximum results. This allows businesses to tailor their content strategies to the needs of their target audience and build trust with them over time Furthermore, Account Based marketing (ABM) is a great tool to use in B2B marketing. This method enables businesses to develop highly personalized campaigns and content that is tailored to their customers’ needs and preferences. The data-driven insights that ABM provides are essential in understanding what type of content resonates with customers and how best to target them. Investing time into understanding the target audience can help build trust with them over time and lay the foundation for a successful targeted content strategy.

Optimising Ad Spend Based on B2B Analytics

Increasing ad spends needs to be considered in the context of a holistic B2B plan. For example, understanding the target audience and their buying journey is essential for optimising ad spends. B2B marketing requires a careful and comprehensive evaluation of the customer’s needs, interests, and budget in order to create an effective B2B strategy. This evaluation helps marketers better understand how to effectively reach their B2B audience, which can result in more conversions and improved ROI. Additionally, B2B marketing requires the implementation of effective tactics like SEO, content marketing, email campaigns, social media advertising, and more to ensure effective visibility for B2B prospects. Ultimately, B2B marketers must be able to successfully assess their B2B marketing campaigns in order to ensure their ad spends are being used effectively and achieving desired results.

Once B2B analytics are collected and analysed, use the insights to inform ad targeting and budgeting decisions. This will ensure that ads reach the intended audience and drive desired outcomes such as increased leads, sales, or ROI Moreover, B2B analytics are key to successful B2B marketing. With B2B analytics collected and analysed, businesses can use the insights to ensure that their ads reach the right audience and drive the desired outcomes such as increased leads, sales, or ROI. B2B analytics proves to be an invaluable tool for B2B marketing as it allows decision-makers to adjust their marketing strategy accordingly.

Defining Success Metrics for Improved Results

When setting success metrics for B2B marketing initiatives, it is important to think beyond just conventional key performance indicators (KPIs) such as website visits and leads, and instead focus on goals that reflect the desired outcomes of the campaign such as brand awareness and customer satisfaction. To ensure a successful B2B marketing strategy, it is essential to have a clear ideal customer profile that outlines the ideal traits and characteristics of the ideal customer. Additionally, performing an in-depth analysis of the customer journey and identifying potential pain points can help maximise the efficiency and effectiveness of campaigns, resulting in increased ROI. Lastly, it is also important to be aware of industry trends so that campaigns are designed with up-to-date strategies tailored for maximum impact.

To ensure that these success metrics accurately capture the impact of our efforts, we must pay close attention to the nuances of each goal and define success in terms of concrete measures that can be tracked and evaluated over time. This will enable us to effectively measure our progress towards achieving our desired results and identify areas for improvement Thereafter, our B2B marketing success can be accurately gauged and improved upon by focusing on the target account list. Close attention to the goals and concrete measures of success must be taken into account in order to effectively and meaningfully evaluate progress. Evaluating our efforts with these specific parameters in mind will ensure that we are taking the necessary steps to reach our desired results. 

Wrapping up

In conclusion, leveraging analytics can be an incredibly powerful tool when managing your B2B marketing strategy. Utilising the data from analytics will help you improve your campaigns and target the right audiences with the right messages. This in turn will help you get more out of your efforts and ensure that your B2B marketing strategy is as effective as possible.