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B2B Conversion Tracking Best Practices

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If you’re using Google Analytics to track web conversions, a conversion can be so many different things. It passes along information from the specific ad to the web analytics platform that contains the medium (e.g. AdWords), campaign, content, and term for the ad. Double-counting conversions happens when you rely on the native analytics for each marketing source.

7 Stages of B2B Marketing Sophistication [Which Level Are You?]

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It’s a multi-faceted process that spans months to years of a buyer’s journey. They rely on website analytics and mainly report on website traffic, using these top-of-funnel metrics to report on their success. Using an attribution solution, which is integrated directly with the company’s CRM, B2B marketers can take advantage of bottom-of-funnel (BOFU) tracking. Where are you?

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Why You Need A Single Source Of Truth For Marketing Data

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B2B marketers get lead data from, at a minimum, all of the marketing channels that have a conversion pixel (think: AdWords, Facebook), their marketing automation platform, and their CRM. Double-counting confusion When AdWords counts conversions, it doesn’t consult and reconcile their information with Facebook Insights or LinkedIn Analytics or any other marketing channel.

How To Measure Paid Media ROI (ROAS)

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Through proper tagging (UTM parameters) or through ad network integrations, many B2B marketing analytics are able to track traffic from channels or campaigns and properly attribute lead generation. AdWords, LinkedIn, Facebook) and your CRM, where revenue data is held. Of course, in B2B customer journeys, there are multiple touches across multiple channels. ROI / ROAS.

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5 Stages of Marketing Operations, the Unicorns of B2B Marketing

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They’re responsible for developing lead criteria and scoring systems and then integrating that data with the CRM. Their goal is to improve effectiveness across the entire strategy, at least as it relates to marketing strategy, data collection, and consequent improvements based on the analytics they analyze. And really, really excellent ones are few and far between. Are you a unicorn?