Industrial Marketing Today

OCTOBER 17, 2010

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. He was already using Google Analytics (GA) to monitor his Web site. How to add Google Analytics to Benchmark emails.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

JUNE 22, 2011

Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). Sales knows best about demographics and marketing has insights into visitor engagement through web analytics. One example would be inviting them to a webinar.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 3, 2010

To add a new twist to a thorny problem, I read a very interesting quote from Avinash Kaushik, the man who literally wrote the book on Web Analytics 2.0 , he said, “Engagement is not a metric, it’s an excuse.” The good news is that you can use a free tool like Google Analytics to get a very good handle on your customer engagement.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 26, 2011

You need an easy way to monitor site interactions after you send out an email. In short, you need to marry emails and website analytics. Nor does it require an expensive site analytics package. This will help you gather lead intelligence that is important for segmenting and improving relevance. Don’t hit the panic button yet!

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

JULY 1, 2011

Measuring post-click interactions are important to gathering lead generation intelligence, improving conversion rates and gaining a deeper understanding of Web site interactions. Consider integrating Web analytics into your email marketing.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

MAY 1, 2012

Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics. See my post, “Do You Believe in Industrial Websites?” ).

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

JUNE 22, 2012

It is very important to tie together marketing activities with a robust set of analytics to help you track every online interaction. When and where necessary, plug back data from offline interactions for a complete view of marketing’s contributions to industrial sales.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60