Industrial Marketing Blog

Measuring Marketing ROI for Industrial Companies

Posted by Brian Shanahan on Mar 7, 2018 7:05:00 AM

It used to be that marketing was more of an art than a science. You created some ads, developed some data sheets, sent some direct mail and did the same thing the next budget year. Not anymore. Yes, there’s still an element of art, but there’s more science to it now because expenditures need to track to strategies. What’s working and what isn’t can’t be left to conjecture anymore.

This is especially true for industrial companies where budgets are carefully determined and sales cycles are dependent on the nature of the products. C-level execs expect to see that budgets for marketing initiatives are moving the needle on sales. There has to be a return on marketing investment (Marketing ROI) and measuring and monitoring campaigns and tactics is the only way to get there.

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Topics: Marketing Metrics

5 Digital Marketing Stats That May Surprise You

Posted by Brian Shanahan on Jul 11, 2017 6:05:00 AM

We’ve all been swimming in the digital marketing pool for several years and feel pretty confident that we’ve got this down, yet we’re still surprised by some of the things we learn. It’s easy to get caught up in the statistics related to the latest marketing tactics—is video trending this month and how do B2B businesses take advantage of the considerable social media heft of Facebook, Instagram, and Snapchat?

But for those of us who need to deliver serious leads and business awareness for the companies who trust us, there are just 5 areas of digital marketing stats that matter: Engagement, Conversion Rates, Net Promoter Score, Time on Site/Bounce Rates and ROI. Let’s take a look at some surprising stats for these heavyweights and why we should pay attention.

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Topics: Marketing Metrics, Digital Marketing

10 Reasons Why You Need Call Tracking

Posted by Brian Shanahan on Jun 22, 2017 8:59:53 PM

For manufacturers, distributors and dealers, success depends on many factors, including your ability to measure and analyze your efforts. This especially holds true for sales and marketing, whether it's online or offline, you need tools to analyze and understand what's working. This article help you understand why you need call tracking.

When it comes to your website, tools like Google Analytics have become the accepted standard used for tracking almost anything related to your online marketing. The problem is, you should be monitoring both online and offline efforts. If you're not tracking both, you're likely missing a big piece of the puzzle and wasting money due to inaccurate assumptions.

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Topics: Marketing Metrics, Lead Generation

Website Analytics: Two Overlooked Metrics You Should Know

Posted by Brian Shanahan on Oct 22, 2016 9:36:31 AM

Let's say that you fire up your website analytics tool at least once a month. You probably look over some of the metrics to get a feel for what kind of traffic your website is getting. Visits and page-views are popular statistics, and I’m sure you’re looking at where the website traffic is coming from, too. All of that search engine optimization (SEO) work you did a few months ago is hopefully paying off, right? 

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Topics: Marketing Metrics, Content Marketing

9 Marketing KPIs That Every Industrial Company Should Use

Posted by Brian Shanahan on Sep 22, 2016 9:36:07 PM

No one wants to support a marketing activity that's losing their company money. Without the right key performance indicators (KPIs), however, your company might be reporting and making decisions based on misleading information, or even worse, assumptions driven by no data at all.

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Topics: Marketing Metrics, Online Marketing

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