Analytics are a key element in many of the functions that make marketing automation such an effective tool for interacting with and eventually converting leads. At its core, analytics is simply a catch all term for looking at raw data collected by marketing automation software about the behavior and demographics of leads currently monitored by your marketing automation software. By collecting and understanding this data, your marketing automation software will help your sales and marketing teams build more effective strategies for converting leads. Let’s take a closer look at how analytics influence marketing automation.
In all honesty, analytics influence almost every part of modern marketing automation, but there certainly are a few clear examples of marketing automation functions interacting with analytics. When your marketing automation software acquires a new lead, it also scores that lead to help your sales team determine whether or not it is an appropriate time to contact them directly or to place them in a lead nurturing program.
If a lead is entered into a lead nurturing program, then your marketing automation software builds a lead profile and performs continued analysis on the leads behavior to measure whether they should be moved to a more aggressive lead nurturing program. It can even determine if they are ready to buy. If this is the case, then your marketing automation software sends an alert to your sales team so that they can contact the lead at the optimal time.
Below are a few different types of analytics that influence marketing automation that every marketing team should be aware of and monitor regularly.
Behavioral analytics tracks how customers interact with elements of your online presence, such as your website, blog posts or other online promotional material. This can help your marketing team understand what is getting a response from leads, and what is not.
Customer Lifecycle Analytics
These analytics help your marketing and sales team understand how your customers interact with your marketing materials in the past, where current leads are in processes such as lead nurturing and how to predict the behavior of future leads. This type of analytics influences many different marketing automation processes.
This type of analytics helps your marketing team judge how well your direct marketing campaigns perform. Messaging analytics are a great place to run side by side comparison marketing campaigns. Running side by side marketing campaigns helps you test which marketing strategies, and can yield surprising results, which may help you discover new markets and new ways to advertise to them.
Although all types of analytics are important and should be given equal attention, conversion analytics are definitely the type of analytics that influence marketing automation perhaps the most. If you’re not converting at a successful rate, then some part of your process is flawed and should be revised.
There are many more types of analytics that help craft successful marketing automation campaigns. You can learn about these and much more at Lead Liaison’s marketing automation resource blog.