This blog post is a continuation of yesterday’s post where we talked about the vision for B2b businesses whether it’s e-commerce or just pure lead gen online.
The challenges involved and the ideal vision which was to spend money knowing where it’s driving revenue or can be used to forecast future revenue and doing it in a way that doesn’t take up everybody’s time in doing all the reporting.
Discussed also was layered optimization and cost per lead on the first revenue or having the actual spend versus revenue which can only be done in a monthly basis.
Another thing is quantifying what you don’t know that detect challenges and some of the technical stuff.
How to use the new tracking paramaters for super accurate insights
There have been a lot of powerful improvements for Adwords and Google. Now, you can now use tracking parameters. You can query with the use of G-click ID’s. If you captured a Glick ID, which is the individual cookie for that user, you can pass it back into the CRM system and be able to store it and you can query the API for all the keyword data, all the ad copy, and creative data. Some of this stuff you couldn’t pass via parameters in the past, you couldn’t do it on an automated fashion it had to be manual. This really powerful feature and opportunity hasn’t been addressed by vendors.
There’s also this really cool update by Google. They’ve allowed conversion imports. You can actually import 3rd party data back into Adwords. If you have a G-click ID in your CRM, you can literally upload a nightly or a weekly report of all the G-click IDs that actually converted into revenue. This solves one of the biggest challenges that advertisers have – that all the conversions magically come from the brand keywords.
All the non-branded stuff that turns a prospect into a lead doesn’t get the credit for the final sale, because the customer has to engage multiple times and often times they hit a marketing ad once or twice and Google’s reporting. Now, with the use of g-click ID’s that drove the initial engagement, you’re able to create a report out of your CRM with the g-click id and the revenue that’s generated and you do conversion import into adwords. Now you have the option to automate, if you want to be fancy, or it can be manual and you can either outsource that or have a low level person be doing that report and upload on a consistent basis.
In Adwords, you could see not only the leads that have been generated by the number of leads but also the actual revenue that’s being generated.
This new system allows them to do a lot more agile reporting and optimization that can get you the insight that you’re looking for. What works and what does not work. You can actually finally use and do it in an agile environment because you have it in the CRM, you have it within the interface. The analyst does not spend hours or days or teams don’t have to spend hours or days getting through it. It’s just really simple.
The last piece of this system is the reporting structure. The concept in the reporting structure is very simple, Google Sheets are used to create dynamic reports out of Adwords, you can work simultaneously with the marketing and sales team. Data and figures shown instantaneously, the data’s all sitting there at their fingertips and there’s no tremendous amount of huge initiatives that takes place to get and work on the data.
So that’s really the vision, the power, and opportunity of B2B businesses online.
When you have these tools, your only ultimate goal is keeping your advertising costs accountable, letting the spend drive revenue and holding your marketing team to not just driving leads but driving actual revenue. That’s piece number 1 – the vision.
Piece number 2 is having agile insights. So that your marketing team and your sales teams are both able to use that data to optimize specifically the marketing teams to optimize and get you the higher quality leads.
Unfortunately, this industry is stuck with buying our way out of problems rather than doing some scrappy coding and understanding how the pieces impact each other. What’s really available to use because there’s a lot that you can do with scrappy coding.
Don’t lose info on the most valuable leads – do this instead
The last thing that I want to recommend to you is one of the pieces in b2b e-commerce that’s most often missed is call tracking. There’s a lot of high quality leads who pick up the phone and call you and you want to give credit effectively.
And to that end, I can’t highly recommend enough a company called Call Tracking Metrics which basically does all the API work for you. It integrates within house with a powerful API of their own, matches up whether a phone number gets dialled and directly wall hitting your website on a dynamic or dynamic phone number or they’re calling through the attic style.
This is a huge paradigm shift from what’s currently available in the market place or how companies currently operate in terms of driving their business within some of a CMO perspective. If this is something you’re interested in pursuing… if you want to be able to pivot your business and let spend truly drive growth, feel free to contact us by clicking here.