How to Take a More Goal-Oriented Approach to Marketing Data

Enough to make the term ‘do more with less’ marketers can be enough. Although budgets and resources are strict, pipeline goals increase, it may feel contradictory to the achievement of marketing goals. But what will happen if the solution is not “more work” but basically change how we think about the role of data and marketing in driving the pipeline?

Tessa Baron, who, in the ON 24 of the former senior vice president for marketing, joined the data -powered decisions to share its framework to align the goals with specific measures and focus on the matrix that is really important.

In this blog post, we will discover that when Tessa believes that when it comes to pipeline growth, marketers need a change in view and how we can be more purposeful rather than strategies.

Shift of mentality that needs to be

Particularly since the outbreak, the expectations of the marketers changed. The users and the audience you want to reach has changed. So Tessa asks a simple question: are you still doing the same thing as before?

“We, as a marketers, have to examine ourselves and say, ‘Have we changed? Are we still doing what we were doing three years ago, four years ago?” And if the answer is yes, this is the first sign that we need to expect that if we act more and more, we will get more and more.

Tessa explains: It’s so easy, especially for people who have been in marketing for years, relying on old trials and tribulations to reach the audience. There are ways to go for marketing in the form of websners, white papers, blog posts, podcasts and videos, and there is nothing wrong with them. Tessa’s point is that starting with the first strategy is a mistake. Instead, we need to go back to our goals and collect data that supports and guides us to achieve this goal.

It shared an example: Instead of planning to run four webiners in Q1, you can say, “In Q1, we need new accounts or 10 % growth in the X -Number of Pipeline target.”

Thus preparing it can ask yourself important questions. Running the pipeline, you may also need to improve the conversion rate of the first meetings by 10 %. So how do you reach this 10 % conversion rate?

Look at the type of marketing tactics that engage the most consumers. What kind of content do they change?

To do this, we need to understand the goals of our audience. Perhaps they are looking for more education and detailed insights about a topic – in this case, a webinar can be perfect and it is likely that the change rate will be high.

“This is the purpose, the purpose of improving the conversion, after which you should tell you why you are running a tactic even in the first place.”

To naked key signals

Marketers have so much data on their finger these days. But these figures can be easily noisy unless you have a way to cut up straight matters. For this reason, Tessa prefers to use the term “signal”, which represents it, which makes the buyer more likely to change.

Once you expose these signals, you can start setting up “tremus” and various interactions to expose more signals.

On -24 have more than 20 different ways to communicate with Webinar that allow marketers to get more information about their possibilities. Pool, surveys, call -to -actions and questions help to keep the web entertained and engaged, but more about the behavior of the marketers and the way they prefer to engage.

Tessa also shared some important examples of the clients on 24.

A technology company that was trying to regain the market share knew that consumers using a specific cloud provider were 10 times more likely to change. Marketing jobs were obvious – seeking more possibilities to use this cloud provider as much as possible. In a webinar, he asked a simple question, “Which cloud provider are you currently using?” To identify the possibilities that are most likely to change.

Another example that Tessa shared was from the pharmaceutical industry. Their purpose was to reach the doctors who needed help. To do this, they hosted a webinar for doctors who needed to be at the top of the latest developments and drug treatment and asked, “How would you rank your patient’s base risk? High, medium or low?” “High” responding doctors gave the company more clearly.

These are two very different examples, but excellent methods that clarify the importance of strategic data arrest that are linked to closing goals.

Align with your sales team on the pipeline

Instead of assumptions about the possibility here, the trick here is asking the right questions. This is the place where Tessa recommends aligning with your sales team.

Marketers may have a tendency to ask questions that will assess the quality of their supply content, and while it can be useful, it cannot affect your overall strategy in terms of conversion rate.

Instead, Tessa recommends to step out of marketing and interact with your sales team. What kind of questions do they ask if the lead is eligible or not so that they can move them to the next step? Sellers sit on the next lines of contact with a company and you will be able to tell you a lot about their needs and desires, hesitation or doubts, and their expectations – insights you can use to inform your marketing.

On a similar note, Tessa also thinks that sales and marketing teams should work according to pipeline growth. Although marketers may be partially responsible for the pipeline, they are usually not the creators. Marketers are making signals and “To catch people who can be transformed into a pipeline, but these are the sellers, who are on the front lines that make the pipeline.

The role of the marketers is to present a clear picture of who will talk to the sales before they pick up the phone. So what can you do with the data you have and what strategies do you have to collect your pipeline to collect your pipeline?

A framework of making messaging that sticks

To further the possibilities with the pipeline, marketers can use data to buy highly relevant messaging for buying different possibilities as well as buying different possibilities. Tessa explained the general framework for the marketing team.

1. Explain the lead You are going after – for your understanding with data whether they have a lead standard or not
2. Identify which step is Of the lead life cycle that has every possibility, groups them together
3. Decide the appropriate messaging For every step of the lead life cycle. Explain what sales, SDR, marketers say about possibilities (if there are anything).

While Tessa says the pipeline is something that is manufactured by sellers, not marketing, it is a marketer’s job to look at the small steps between the pipeline leading lead. These areas are often overlooked, such as messaging from different departments or old lead forms on a website. Sometimes, there are very few adaptations that can make a difference in conversion rates, such as shortening the form, targeted messaging, and more interaction with your content.

He said that it was finding that important steps in which the pipeline between the lead is a chance. It is focusing on that you may really be able to control and understand how to change the dial, add more success.

Focusing on the wider goals of conversion and cooperation for the pipeline is a huge framework to allow marketers to be more focused and deliberate how they use data to achieve these major image goals.

Pay attention to what the difference is, presenting the importance of what is important

With a lot of “noise” data there, it can be difficult for marketers to focus on the right things. The same is the case for stakeholders and managers of the wide company who are separated from sales and marketing and need to understand the impact of their work.

Tessa suggests that stakeholders are recommended to submit data in the most vulnerable ways. Stakeholders need to know whether something is up or down and how every specific strategy (and budget) affects these measurements.

By being clear on the goals and focusing only on the figures that support the work on these goals, you are a step closer to understanding them and understanding your possibilities. Talking with a wider company means that each data can ride with the same strategy.

See more information about Tessa’s advice for marketers working with on -24 strategies and data, see the full episode of Data, data drive decisions.

Catch all eight episodes here.