Knowing where your best leads are coming from and where they’ve been gives you a strong foundation for building future marketing campaigns. Multi-Touch Attribution is the method of tracking and cataloging each customer’s encounter with your content or your company. With marketing methods such as web search, social media, advertising and direct sales, it is worth the extra effort to track as much info as possible so you can keep doing what works, and stop doing what doesn’t.
Look for a Solid, Measurable ROI from Your Marketing Team
If you have both a sales division and a marketing division, typically the sales team has the “real numbers” advantage. They can directly point to results. The assumption is that the marketing team is generating leads, and the sales team turns those leads into revenue.
It’s not as common a function of marketing to track their metrics. But, by adding multi-touch attribution, which is easily done through marketing automation, the marketing team can gather more than enough data to keep them involved in the same mission as the sales team: strategies to generate not just leads, but the RIGHT leads that translate into customers, revenues, and ultimately profit.
Without metrics, there is little to no real proof of how or whether your marketing impacts your sales. When employing multi-touch attribution in your marketing strategies, you’ll know which strategies are performing well, and which need improvement. You’ll have real numbers to back up these insights.
Know Who to Target and Spot Your Weaknesses
Multi-touch attribution allows marketers to see which ad campaigns and media platforms are driving the most leads, and which are lagging behind. Better analysis allows for better targeting of the right audiences for your organization’s brand and message. And, because multi-touch attribution tracks the customer over multiple stages, your marketers can determine any weak points where you may be losing potential customers.
Save Money and Time
More effective targeting of your audience allows for more quality lead generation than before, but within the same budget, ultimately lowering your marketing costs because you’re not targeting junk leads. And, rather than building new strategies from scratch, using existing multi-touch attribution technology will save the time that would have been spent creating your own results measurements.
In the long run, having an improved attribution system for your marketing will more than pay for itself.
We’ll Do the Work for You
We are up to our eyeballs this month researching and demoing the latest in marketing automation systems to find the ones that work best with each of our clients’ CRM and ERP systems. It’s been a long, complicated and sometimes frustrating experience to communicate each client’s unique needs in a way that high-tech companies can understand and relate to; the good news is, though, we are making great progress and learning a lot!
Update: I’m happy to report that we and two of our clients have elected SharpSpring as our new marketing automation platform.
If your company isn’t satisfied with the marketing systems you have in place, I invite you to take advantage of what we’re learning this month, and give us a call. In the meantime, check out these marketing automation alternatives, and see for yourself why we chose SharpSpring for ourselves and our clients.”
Let’s do this … Together!
Rather than struggle alone with decisions about what to change, where to invest, and what will work, bring in a team to support you. Together, we will discover the answers you need and teach you and your team to do it on your own. Our goal is to work ourselves out of a job so you can be self-sufficient!
Now is the time to take charge of your company’s digital sales and marketing efforts. I can help. Just give me a call, and let’s discuss the best options for moving forward.
We’ll define metrics, set goals, and measure KPIs going forward. You’ll watch your marketing efforts transform into a revenue-generating department that you can tie directly to a positive impact on your bottom line.
