Marketo Analytics – Top 5 Reports for B2B Marketers

 “Over half of CMOs say that their top challenge is quantifying and measuring the value of marketing programs and investments”.
With a seismic technological change, marketers need to get a better insight into customer’s buying journey, which was limited to sales before. Marketo – the leading Marketing Automation Software helps in making creative dashboards and reports without requiring the need to hire intelligence professionals or IT support. Different organizations have different reporting needs, here, we will look at the important ones:

• Landing Page Performance Reports: Helps marketers analyze how many people filled forms and how many of them were new leads. It also allows marketers to narrow down specific lead attributes with the help of smart lists
• Channel Performance Reports: Assists marketers in comparing with inbuilt ROI calculation tools – to show if any channel such as webinar, roadshow, online ads or virtual tradeshows based on cost tags calculations associated from amongst different columns in report. It considers attributes like channel name, cost per lead, % of opportunities, and more
• Quarterly Email Performance Report: Helps marketers keep track of emails in the database of present quarter – depicts the open rate, bounce rate and ensures unnecessary automated emails are not being sent. Email performance report can also be adjusted to manage AB Email Testing
• Leads by Original Search Phrase Report: Helps marketers understand the search phrases used by leads to find you. Since this particular report is not a default report, we need to create a new report and configure it to view the leads from online sources that got converted to contacts
• Campaign Email Performance Report: Helps marketers check on multiple campaigns at once. We can also clone the existing campaign reports if running a similar campaign under Smart Lists

Benefits

• Increased marketing efficiency
• Ability to generate more qualified leads
• Automate the timely delivery of reports
• Improved lead conversion, ROI
• Ability to design emails with drag and drop feature
• Ready to use templates for landing pages

Conclusion

Marketo has been named as Magic Quadrant for CRM Lead Management by Gartner for 3 years in a row. It has been helping companies streamline tasks such as designing landing pages, email marketing campaign execution, lead scoring, lead capturing & nurturing, form development, custom reporting, and a lot more. Companies like Chrysler, Panasonic, Intel, Charles Schwab and more have chosen Marketo as their Marketing Automation Platform to build concrete relationships and improve marketing ROI.

Leveraging Marketing Automation to Convert More Leads

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.

Targeted marketing is all about sending the right message to the right people at the right time. Properly segmenting your business contacts using the right variables enables you to target everything better – from PPC campaigns to emails to landing pages. A marketing automation platform addresses the automation and management of your contact database, email marketing, customer nurturing and other workflows. You can get complete insights into your marketing efforts, while nurturing quality leads into paying customers.

Here are some of the major Marketing Automation solutions that are sure to boom in the coming years:

1. Email Marketing: Create attractive email campaigns fast with unique, customizable templates. Marketing automation system allows you to replace an email service provider (ESP), while optimizing the deliverability with automated CAN-SPAM compliance, email testing, SPAM analysis, custom email authentication and more.
2. Drip & Trigger Marketing: Centralize your prospect behavior with Drip & Trigger Marketing. These kind of targeted campaigns enable businesses to start a series of time-based communications. Trigger campaigns are often instigated by the receiver behavior (clicking on a hyperlink), making it easy for marketers to configure business rules that streamline the business communications.
3. Lead Generation & Management: Stock your pipeline with a steady flow of sales-ready leads using automated landing pages, search connectors and form builders. Marketing automation allows you to use lead scoring, prospect tracking, grading and lead nurturing, ensuring that the hot leads go to the right reps – always.
4. CRM Integration: Maximize the effectiveness of your marketing processes by integrating the marketing automation platform with a CRM system. This enables marketers to build marketing programs that drive targeted traffic, prioritize leads and measure results effectively. It aligns the sales, marketing and customer service teams, improving the ROI significantly.

Increase your ROI and convert more Leads

Understanding the strengths, limitations and purpose of your marketing automation platform is key to driving 100% positive results. The more targeted your messaging, the more likely you are to see an increase in your conversion rates. While your marketing automation platform might be the core of your marketing processes, it is important for you to identify the right complementary tools based on your business needs and objectives.