B2B Data driven marketing: time for the next step

Data driven marketing


Time for the next step

Companies must start to think differently if they want to take the next step in data-driven marketing. If your website contains many pages and blogs, it will be difficult to choose which one to optimize. How can you increase the traffic to high-performing pages and optimize other pages. How do you align the planning and organization of a marketing team with the reporting of a pro. Correctly analyzing the supplied data ensures that you take the next step in approaching your target group.

Data driven every step

Making decisions with a direct relationship with business operations is no longer a matter of 'one for all'. Every step you take with the company can be data driven. Logical, because more and more data is available that can help you take the next step in optimizing and achieving your objectives. What are we talking about? Of course about the visitor's data, data about website visits, campaigns, contact requests and more. Collecting data is fun, but converting it into concrete new steps is a phase in which many companies often come across. How should we interpret data and what ensures that the result from this data-driven marketing does count?

What is data driven marketing?

When data is being discussed, what are we actually talking about? Data will become information about one of the visitors or customers on your website or in the systems. Think of the data you record in a CRM system, reviews about your product / service, responses to content, interests of visitors to your website or people involved on social media channels. All this data can be converted into relevant information, that you can implement in the daily affairs of your company. The client's approach becomes easier once you have managed to gather more information about the target group.

What information do we get from data?

You are constantly looking for information about your customers or target group, preferably at an individual level. It ensures that you can personalize the content, which increases the chance of a conversion. Thanks to online (paid) campaigns, more and more is known about the impact and responses from the target group, but the information from regular visitors to the website is also becoming more extensive. Add to that the fact that we reach the target group more and more through content, and you receive relevant data from all sides on a silver platter. The question is, what information from this data is really relevant and what do we do with it?

What do you want to know about the target group?

If you want to make use of relevant data, then it is important to determine what you actually want to know about the target group. Are those interests, the location of visitors or the ages? Or do you want to dig deeper into the matter and are you looking for information why people stay longer on one page of your website than on the other? With a lot of data it is not easy to make the right choice immediately. Two sources are in any case necessary: ​​Google Analytics and a properly functioning CMS. All relevant information from Analytics is easily and efficiently entered in your own CMS.

The next question is: what do you want to know about the target group? Do you notice that your conversions from the website have decreased in the past year, or has the number of visitors to the website halved? Then data is the key to break the negative spiral. Analyze which pages run less and also see why this is the case. If you see individual pages with a remarkably low volume in visitors, then it is of course interesting to optimize these pages. However, the more pages your website has, the harder it will be to optimize everything. Therefore, determine which pages represent the highest value for your company.

Take a critical look at data-driven marketing

Relevant information about the target group or the number of visitors to the website is nice, but it does not say everything. In any case, we must continue to look critically at the data that we get to see. A wrong interpretation of the data can cause you to use the marketing completely wrong. Do not make a hasty decision and do not draw conclusions based on insufficient or incomplete data. Are you also sure that you are collecting the right data? Data only says something when you draw the right conclusions from the data you receive, which means that critical thinking remains important even with ready-made data.

An analysis of pages

If you work on data-driven marketing, analyzing your own pages is one of the first things you will do. Which pages are already running well and have the potential to attract even more visitors? On the other hand, it is especially interesting to determine which pages do not run as well as you would like and what you can do about them.

Who are the current customers and what are they looking for?

Which process is ongoing prior to a conversion?

Is the content sufficiently adapted to the search function?

Is there sufficient management by region, interests and ages?

The answers to these questions provide relevant information. No matter how good a website looks on the outside, you should always assume that the visitor is at least informed. The conversion path must therefore be optimal. How do you know if that is already the case? By using the available data.

Opportunities in data driven marketing

If you want to make a quality improvement on the internet, then it is wise to opt for data-driven marketing. Here you have various options. This way you can test A / B. This is a low-threshold form of data received. You can simply place two variants next to each other and see which have a higher visitor volume at the same time. Google Analytics is also an important source for data collection. If you want to personalize more on the website, then choose to segment the target group into small, generic groups. You can activate these groups much better thanks to sharp content, certainly in comparison with the general story. This makes it possible to segment based on 'phase' in the process of becoming a customer.

Another way to receive data is to act proactively. Search for the relevant information you think you need. However, this does have risks, because you are largely dependent. If you want to receive active data from the target group, then conducting a survey or conducting a user-friendliness survey is an interesting option. In that case you need an 'average customer' to carry out the investigation. In the end, email marketing has become increasingly large. Exchanging information from white papers or files, in exchange for the e-mail address of the potential customer.

Data driven marketing: focus on optimization

A choice for data-driven marketing is advisable for every company. You have the tools to take a new step in marketing, and you only have to use them in the right way. Make an analysis of your target group and website, collect the most relevant data, save it in your CMS and implement a new approach in marketing. The possibilities in data driven marketing are enormous and thanks to the digital way of doing business nowadays also accessible for every type of company. Are you curious about what data driven marketing can mean for your organization? Get started immediately and increase the value of marketing in a short time.

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