Marketers – Focus on Data in 2015

Ginger Conlon, the editor-in-chief at Direct Marketing News recently came out with her B2B marketing predictions for 2015 and one in particular stuck out to me:

“Data continues to be a focal point.”

Marketing data is the driver behind much of what marketing departments want (and need) to accomplish in 2015 and beyond.  When tracked and analyzed properly your marketing data can provide critical insights into things like:

– Which types of campaigns (or individual campaigns) generate leads that move the most quickly through the funnel or have the highest conversion rates?

– How much did marketing influence pipeline and revenue in 2014? And how much should it influence in 2015?

– Should you invest in sponsoring that event again in 2015?

– Are there any bottlenecks in the marketing-to-sales hand-off?

The answers to these questions and much more can be found in your marketing data.  This type of information can help you see the real value of all your demand generation programs and optimize your marketing mix in 2015 to drive revenue.

However you will only be able to get insights like these if you can track and measure your marketing data properly.  The best way to do this is using your CRM system (in our case its Salesforce) as the one source of truth to track all your marketing data in addition to your sales data.  This helps you see the end-to-end results of your campaigns through the entire marketing-sales funnel by giving you visibility into every campaign response and how sales interacts with them, enabling you to tie each marketing program directly to pipeline and revenue.

Once you have all your data inside of Salesforce you can start leveraging tools on the Salesforce1 Platform to get even better insights into your marketing data, (shameless plug alert) like the ones Full Circle CRM builds.

So as 2015 is fast approaching think about what insights you wish you could glean from your marketing data and what you need to do to get them. That information is critical for you to understanding marketing’s performance in 2014 and to drive revenue in 2015 and beyond.

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.