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B2B ANALYTICS

B2B ANALYTICS. Certification Course. Background. www.sixthmanmarketing.com. www.localu.org. Agenda. Analytics Strategies for B2B. B2B Analytics – It’s Different Measure Influence (Brand) Go Local (Segment by Geo) Education as Conversion Google Tag Manager to the Rescue!

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B2B ANALYTICS

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  1. B2B ANALYTICS Certification Course

  2. Background www.sixthmanmarketing.com www.localu.org

  3. Agenda Analytics Strategies for B2B B2B Analytics – It’s Different Measure Influence (Brand) Go Local(Segment by Geo) Education as Conversion Google Tag Manager to the Rescue! Get Visual & Tell Great Data Stories

  4. B2B Analytics It’s different. Engine heaters for the world

  5. B2B Analytics It’s different. Internet security sold through over 2,000 partners around the world.

  6. B2B is Not… typically a spontaneous sale. It’s an educated (and often technical) purchase through a 3rd party.

  7. Success is not.. Defined by typical metrics like cart conversion rate and other frequently used goals & KPI’s

  8. B2B Data Success A Different Measurement Strategy Measure Influence (Brand) Go Local (Segment by Geo) Education as Conversion Dashboard Domination Google Tag Manager to the Rescue! Get Visual & Tell Great Data Stories

  9. Brand Always measure the strength of your brand

  10. Brand Demand Advanced segmentation makes it easy

  11. Brand Insights Measure what’s driving brand growth

  12. Go Local You need to know the local conditions

  13. Local Demand Check to see if the locals are interested

  14. Get Inside Info Maybe the North Idaho market isn’t a good fit

  15. Local Search But what about a lot of different partner locations?

  16. Local Search Where are they interested. Look for trends.

  17. Find Maps Interest Find your top referrals from local maps searches

  18. Top Locations Find your top referrals from local maps searches

  19. Educate Educate & empower your channel!

  20. Teach Them Well Provide enough training & materials for both End-user clients and the channel their 3rd party.

  21. Educate & Motivate Make it compelling for both end-users and Channel partners to learn about your products.

  22. Dashboards Great great dashboards to help tell the story Training registrations Brand demand by region Campaign tracking by source Top reseller / partner referrals Downloads of PDF’s Educational content viewed / read

  23. Dashboard Details Don’t worry about creating only a few. Make as many dashboards as makes sense.

  24. Measurement B2B’s face a challenge in the need to measure downloads, offsite clicks, etc.

  25. Google Tag Manager Can Help!

  26. Tag Power

  27. Tag Example 1

  28. Example 1a

  29. GTM Resources Here’s some online help for learn how to Get started with Google Tag Manager. www.google.com/tagmanager Developers.google.com/tagmanager/devguide Online-behavior.com/analytics/googlt-tag-manager Cutroni.com Kaushik.net AnalyticsPros.com/blog

  30. Make it Visual This is a visual representation of the number of visits to the packages page for each package

  31. And Tell a Story But these are the number of packages actually booked (tracked via GTM & event tracking by click)

  32. In Summary A B2B analytics strategy is different. Take advantage of your data to tell compelling stories that improve your business.

  33. QUESTIONS ? Q A &

  34. THANK YOU ed@sixthmanmarketing.com Sixthmanmarketing.com @ed_reese

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