You're struggling to track and analyze your product marketing campaigns. What's the best way to get started?

The first step in measuring a product marketing campaign performance is to be sure of what to measure. Hence, being crystal clear and driving that clarity across organisation on campaign objective is super important. There are campaigns that are supposed to drive upper funnel and your choice of KPI and platforms will be therefore different vs campaigns that drive lower funnel. Once the objective is aligned (say awareness vs conversion) then it’s important to set KPI’s and benchmark against these objectives. And then comes the choice of platforms that you would use for the highest probability of success on the objectives.

Follow a structured approach. Clearly define the objectives of your campaigns, outlining specific and measurable goals. Identify the KPIs that align with these objectives, ensuring they provide meaningful insights into campaign success. Set up conversion tracking to monitor user actions and measure the impact of your campaigns against expected results. The best way to track campaign performance is through real-time dashboards for a visual representation of essential metrics, making it easier to interpret results and take action. Monitor and analyze results regularly to stay informed about campaign performance and promptly address any deviations from the set goals.

To begin tracking and analyzing your product marketing campaigns, start by clearly defining campaign objectives. Identify specific goals, like increasing brand awareness or driving product sales, and establish measurable targets. Choose key performance indicators (KPIs) that align with these objectives, such as click-through rates or conversion rates. This focused approach lays the groundwork for effective tracking and analysis, enabling you to make informed adjustments and improvements to your campaigns.

I think defining clear objectives is crucial. Once you've got those nailed down, the next step is to set up tracking mechanisms. Use tools like Google Analytics, social media insights, or specialized marketing platforms to monitor your chosen KPIs. This way, you can gather data on user behavior, engagement, and conversion rates. Please remember to tag your campaign URLs for accurate tracking, then leverage UTM parameters to attribute traffic sources. It might seem like a small detail, but it makes a big difference in understanding where your audience is coming from.

Defining which part of the consumption funnel is aimed with the product campaign is super important to decide what tools to be used and how to measure. But before that, I believe marketeers need to check and be sure that the product mix is correct.

The saddest part for starting brands is trying to be all at once. I learned this through my personal experiences and continue to be a learning throughout my career, and even in my own business. Digital media makes us think we need everything to drive bigger reach but in reality what matters more is speaking to the right audience. So my recommend is from a marketer’s hat — follow your audience. Shadow them, see what the funnel looks like from their fingers in their mobile behavior. How do they consume media? What influences them? What makes them buy? Once you know your customers from the heart you will know the right channels to invest in and focus to optimize. But first, how well do you know your key customer?

Campaign channels can be defined as owned, earned, and paid. You own your website content. The objective is to use paid media (search, display, video) to build awareness and quickly drive purchases. Earned media (shares/likes/links) takes longer and is less expensive but is more persistent. Based on your budget and goals, you should experiment with which channels drive performance. Note that you will need to orchestrate channels together to optimize target buyer impact. The lowest hanging fruit is via Google Search Ads. They typically have the highest intent. However, over time, you'll need to build your brand via owned content across earned channels. This is your campaign flywheel.

Some of things to consider here. 1. Is your target persona accessible through this channel ? Your conversation with existing customers to understand how they discovered your product/ solution would help you guide on your channel selection. 2. You may need to have the right mix of channel around your campaign . For example, you may want to announce a product launch with an event and support it with blog, PR campaign, social media posts etc where digital & physical channels collide. 3. You would need to have a common outcome metric ( ref above ) across channels and would have channel specific output metrics to attribute right metrics against each channel

Canais externos seguem uma lógica mais convencional, de engajamento e aplica??o na rotina do público-alvo. A dica aqui é apostar nos canais internos, preferencialmente dentro do seu produto (principalmente SaaS), pois você tem o momento ideal e a menor fric??o possível para uma possível convers?o/ativa??o. Abuse da segmenta??o de público e de mensagem.

As a product marketer, you may not own the channels in your campaign, so you'll need to work functionally. Work closely with the other marketing teams (such as demand gen or brand) to learn and understand which channels your product marketing campaigns will have the most impact.

Acredito que as ferramentas de mapeamento precisam ser definidas muito antes do lancamento. Essa etapa faz parte da concepcao do projeto, sem isso, risco alto de se perder informacao, dados e real mapeamento da performance/andamento da campanha

Set up your tracking tool to measure from channel source to close. Be aware that a potential buyer will need multiple touches from multiple channels. Ensure you track influencers and recommendations. Experiment with A/B and/or multivariate tests on your messaging and channels. Constantly test your attribution metrics. Start simply with your marketing automation, CRM, and analytics systems. Ensure they are connected to your financial systems. Don't boil the oceans. Plan to get more sophisticated over time.

Set up tracking tools: Implement tools like Google Analytics, Google Tag Manager, and HubSpot. Visualize data: Utilize Google Data Studio and Mixpanel for clear metric visualization. Monitor key metrics: Track traffic, conversions, revenue, retention, and attribution across channels. Gather feedback: Use tools like Hotjar, UserTesting, or SurveyMonkey to understand audience behavior and preferences.

Your CRM needs to be your central nervous system in terms of connecting with all your channels - digital, inbound, outbound, events, partnerships etc - so you are not hopping from one siloed system to another and trying to put together a unified view of your customer journey. Fortunately, you have APIs today that can connect to your CRM ( hubspot or saleforce or any other CRM ) or you can use data connector platforms like Zapier to bring this unified view.

Effective tracking relies on parameterization! Set up campaigns, ads, and events meticulously for seamless data integration, avoiding issues like "unknown" sources. Post-parameterization, choose the ideal toolkit—CRM, automation, and data visualization. Common combos: Hubspot + Looker/Power BI, Active Campaign + Pipedrive + Looker/Power BI, RD Station Marketing + Pipedrive/RD Station CRM + Looker/Power BI. Each combo has challenges, requiring data extraction and processing tweaks, possibly integrating tools. Loss of information between tools is common, emphasizing the need for proper parameterization, followed by ETL processes and adjustments for precise tracking.

It is also advisable to Implement A/B testing within the campaigns to systematically compare different versions of campaign elements (like email subject lines, landing pages, ad copy). This process helps in identifying the most effective strategies and refining the campaign tactics based on data-driven insights.

Beyond the quantitative output & outcome metrics, also look at the following to help you measure the campaign performance. 1. Execution timing - Emails perform better during mid-week or Outbound calling perform better in second session of the day. 2. Follow-Up Acceleration - How quickly did we respond to form-fill or how meaningfully we engaged with the customer in the first meeting matters! 3. Compare with similar campaign ( same audience) or similar time period ( last quarter/ last year ) to measure the type of content that resonates well with your audience. 4. It is a good practice to have 2-3 variations in campaign messaging to do A/B testing on what has performed well.

Todas as campanhas s?o passíveis de melhoria, em todas elas conseguimos após testar e realizar uma análise, definir pontos de melhoria e crescimento. O tratamento de dados quantitativos e qualitativos é essencial após uma campanha.

One approach I've found effective in ensuring your campaign's success is to start with small steps, optimizing and scaling up only when your campaign's performance aligns with your carefully considered KPIs. Besides, crucial to stay informed about your industry trends and competitor movements – what's relevant for your industry and buyer persona today might become crucial for your campaign tomorrow. Additionally, don't overlook the importance of gathering feedback from both your internal teams and your customers – these insights are invaluable in setting up, scaling, and refining your campaign strategy.

Per every mass market launch coming along with all the usual promotional stuff such as newsletter and/or press release, webinars, flyers, attending specific events etc. it is necessary to monitor the main KPIs over time taking into account the linked design cycle time, so the time span needs to be appropriate (e.g. > 1.5 years) clearly this tracking process is an infinite game.

Strategy optimization is the best way to make it “bang for the buck” for every brand starting on digital. After AB testing what’s next? The hardest part — analyzing your numbers, review what the data is telling you and recalibrating what’s not working to make it work. Be it copies, be it channel-focused, be it just visuals that capture your exact market - do the change for growth, and continuously monitor the numbers to review the right working strategy for your brand.

One way to test your campaign strategy is to have a customer advisory pool ( your customer champions cohort) who can validate if the campaign messaging is topical and contextually relevant to their role. As they become your co-creator, you have an outside-in customer perspective to this campaign.

Devemos definir logo a partida várias estratégias e realizar A/B testes sempre que possível em tudo o que fazemos, desta forma, ao longo da campanha, conseguimos corrigir e delinear altera??es que podem ter impactos significativos nos resultados finais.

Setting campaign benchmarks early on, drawing from past campaigns as reference points, aids in ongoing optimization efforts. It's essential to analyze the influence of seasonal buyer behavior, formats, audience targeting, budget allocation, and creative elements. Utilizing these benchmarks facilitates continual optimization strategies. Moreover, launching new tests by comparing the best-performing existing campaigns with minor adjustments can contribute to ongoing improvement efforts.

Think of yourself as an engineer. You are setting up a series of hypotheses and then testing them continuously. Most gains are incremental, but do this enough objectively with statistical significance, and eventually breakthroughs will occur.

As echoed in the teachings of gurus like Eric Ries and Seth Godin, the success of product marketing is not in launching these prefect campaigns but in tenacious iteration of them, as data is merely a compass. Taking a page from Robert Cialdini's "The Psychology of Persuasion" , you need to emphasize and make a change in mindset with every time you use this compass. It is in seeing each marketing campaign as a new chapter in an evolving story of growth and engagement where you learn to not just sell but connect, learn, and grow. In these threads, we weave and find that the heart of product marketing is a commitment to enduring iteration. Every next loop brings us nearer to our audience, sharper in our strategies, and carries us to longevity.

One of my favorite books is Experimentation Works by Stefan Thomke. He chronicles how top companies like Booking.com, Google, Microsoft, and Amazon run thousands of experiments daily to improve continuously. We've adopted this approach across our clients and our operations.

Considerando que campanhas de alguma a??o de Product Marketing, é importante ter no radar se você conseguiu conversar com o público alvo que esperava. O perfil do lead que converte em algum material, o comportamento em algum ponto de fric??o, isso tudo traz evidências e rastros se deu certo ou n?o. Em uma das minhas experiências, testamos um ambiente de demonstra??o em uma iniciativa PLG e geramos um número expressivo de leads, mas o perfil de público n?o era o que almejávamos. Por um lado, foi importante para identificar uma oportunidade de segmento que tinha uma necessidade n?o observada, mas por outro, todo o o esfor?o de mensagem que deveria atender um público, n?o valeu a pena.

Apart from creating and managing campaigns the most important factor is to tie the campaign and all the leads you acquire to your sales funnel, opportunities created and finally dollar amounts closed. Salesforce has a great way of doing this by attaching the prospect records from a campaign to actual leads and contacts inside of Salesforce. As deals go through the stages and close with a certain dollar amount, that amount gets attached to the campaign and an ROI can be readily be calculated. There is a standard report that gets delivered with the Sales Cloud that shows you by campaign who the leads and contacts are, which deals closed and campaign ROI is automatically calculated. Running a standard report then shows you the results easily.

Marketing teams often want to measure every marketing activity in the same way. Product marketing campaigns will support both brand marketing and growth marketing initiatives. Brand campaigns often engage buyers who are farther away from a purchase decision so the success signals of a brand-focused campaign (and the product marketing efforts that support it) may be different than the success signals of a growth campaign. Align with these teams as you build your campaign to get a good understanding of timelines and key metrics so you can measure the real success of your campaigns.

In my experience, having a clear objective and knowing your tracking mechanism are among the first and most important steps. Not having that setup could throw away all your efforts in the end. The second step is to be aware of boundaries, which means you want to know in real time whether you reach a low or a high threshold, helping you take the right action at the right moment.