LeadSloth

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B2B Marketing Analytics

LeadSloth

On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. Why Analytics? But what exactly do they want to do with that information? What I Want.

Analytics 100
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Marketing Automation Monday

LeadSloth

Join us at Marketing Automation Monday for an informal panel discussion on using drip marketing to find more qualified leads and for networking with other like-minded marketers. Around 6pm we’ll start an informal panel discussion about drip marketing in which several people will present their drip campaigns.

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5 Ways to Use Social Media in Marketing Automation

LeadSloth

With the right technology you can incorporate information from various online sources, so sales people are better prepared when they make the first call. It’s not just status information like the employment history from LinkedIn, but also real-time info from sites like Twitter. Intra-company Collaboration. Customer Support.

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Hubspot Review

LeadSloth

And finally, reporting and analytics show the business results of your activities. The result of this integration is that you get great end-to-end analytics, for example: you’ll see how much a particular search keyword contributes to revenue. With the improved Lead Manager, you could even use HubSpot as your CRM system.

Hubspot 100
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Measure Your ROI on Social Media Leads

LeadSloth

After that, Google Analytics provided similar tracking features by appending variables to the existing URL (see the Google URL Builder tool ). There are two big limitations for using this in B2B marketing: You can only see conversions, not opportunities or revenue (because that information is in the CRM system).

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Abandon Your Marketing Automation System!?

LeadSloth

You can create reports and dashboards in Salesforce.com to provide analytics. Even though you can get reports on anonymous visitors via stand-alone tools, it’s much more work to set up notifications of website visits by known users, and even more challenging to sync that information with Salesforce.com.

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Inbound Marketing Automation

LeadSloth

collecting as much information as possible (web & data analytics). This is only possible by integrating with Web Analytics (traffic and conversions) or Marketing Automation (traffic, conversions and revenue). Based on this information, you can fine-tune the SEO campaign. nurturing via email and other channels.