A recent report from the CMO Council found that only 6% of marketers believe they are extremely effective at developing compelling messages and executing measurable campaigns. How can marketers navigate unstructured data to solve the attribution puzzle?
We tackled this issue with Saleema Fazal, Director of Marketing Operations at Bluewolf, and Arup Banerjee, VP of Product at Radius to explore how marketers can measure and optimize campaigns to drive demand, acquisition, and revenue.
Using data to segment and target prospects
While segmenting markets and targeting those who are most likely to convert on marketing’s message is an age-old practice, new technologies make it possible to leverage external data — web and social data signals — that are representative of your best customers.
“Data is only going to increase over time.” – Arup Banerjee
Marketers can use this data to identify high-performing segments and craft hyper-focused marketing campaigns that speak directly to that particular segment.
Personalizing messages and measuring campaign performance
Effective personalization blends savvy social and email targeting with a mix of different channels. By customizing your creative and copy to different titles, you can increase your response rates.
“The more tailored the message, the higher the conversion.” – Saleema Fazal
To see which channels convert down the pipe, marketers can incorporate these three strategies:
- Set up a campaign for each channel in your CRM.
Move towards an apples-to-apples comparison of your channels by setting up campaigns for each. Use insights gained to help inform future marketing investments. - Use custom urls.
This is an easy win to track your efforts. Keep an inventory for reference. - Set up Contact Roles in your CRM.
Close the loop to show ROI by leveraging Contact Roles on Opportunities. Drive adoption on your sales team to make sure your campaign ROI is properly attributed.
“The campaign influence model you choose needs to work for your business.” – Saleema Fazal
Want to learn more about how to increase campaign ROI in your organization? Watch the full webcast recording, and refer to the presentation slides below.
How does your team prove campaign ROI? Let us know in the comments below.
