Marketing Automation Numbers and Dashboard
When the technical setup is done, meaning the technical link between Marketo and websites are correctly connected, working and good to go, it′s time to look at KPI′s and visualization of data sources.
“But we already obtain this information when connected to CRM” some would say, and I would agree to some extent. Two things to bare in mind regarding this; The first thing is; when working in one of the largest companies within the construction area, we have to secure, adapt and respect our digital environment and data process, before connecting the systems. I know that it is not always the fastest way, but the focus should be on which data is relevant, how do we work with this data, and how does it provide value for us and the customer, going forward no matter the connection.
The overall mission is still to implement this added digital data information we get from Marketing Automation, on new, and known customers, and for it to be seen as a natural input for sales employees, when looking on the customer’s potential, and securing better support on their needs when going through the customer journey.
The second thing to mention regarding visualizing of data, is that CRM mainly is for salespeople. But we also need to make it accessible for Marketers and give them the opportunity to easily report to different stakeholders, with in mind, that not everyone is expert on this topic. Therefore, we work to get some more actionable and understandable data using Google Data Studio and to crate a Dashboard for Marketers to follow and share work, set target goals, see time saved etc.
Another possibility when using Google Data Studio, is when we want to combine variants of data. For example, the time saved KPI is calculated in a google sheet and then connected to Data studio. The same goes for Marketo data, and for data from Google analytics, example Top pending pages etc.
In the end, you have a simple but visual and effective dashboard overview of the numbers you have predefined as interesting to follow. And in addition use to measure on how far you are away from reaching your business target goals.
If you are working within the same or similar area B2B/enterprise/construction, please feel free to share your ideas or way of working on this, or other topics. Or send me a pm.
Well I’m actually not into quotes, I can never remember any, but I didn’t know how to otherwise end this article, so as someone, in wisdom, on Google search once said: “Sharing your knowledge with others, does not make you less important” :)