March 28th, 2017 | by

Tangible results should attach to key performance indicators (KPIs) by which you judge the effectiveness of your tools and your team. This requires understanding the metrics by which success should be measured as it relates to whatever the department pays for—usually on a campaign-by-campaign basis.

Professional marketing automation platforms (MAPS) give marketers built-in analytics features that reduce the labor involved for success measurement. Treat MAPs like as an all-encompassing content management system (CMS) with woven-in web analytics. Here, we will examine three powerful MAPs—HubSpot, Pardot, and Marketo—but a word to the wise marketer—always be able to vet your MAP analytics by at least one other method. Google Analytics and Adobe Analytics remain the gold standard for skeptical executives holding the pursestrings.

Not long ago marketers needed total mastery of multiple analytics platforms to reality-check their efforts, but now top-tier MAPS integrate in and out of other analytics tools, CMS, and even the sales team’s customer relationship management (CRM). A good MAP is versatile and flexible. Still, some MAPs have feature sets that lend themselves better for a certain style of marketing than others.

Since the profession isn’t a one-size-fits all endeavor—quite the contrary in fact—we’ll give you a cheat sheet for how some of the top MAPs and CRMs track campaign success.


Marketo vs. Pardot vs. HubSpot

Each of these tools measure value of a marketing campaign or project. In each tool, you set up parameters for conversion and input the spend for the channels you’re using to engage. Use your MAP to create and distribute digital content of all types—landing pages, blogs, interactive tools, gated lead generation materials, emails—and it reports back results for the lifecycle of the content.

If you use a marketing automation tool like Marketo or Pardot, you will begin by creating a new campaign or list in your system. The campaign will track—at some level—the cost of the campaign and compare it against any closed business you get from the campaign. If you use specific lists for each individual campaign, you can track it one level deeper—did we close any business from this campaign? Which list was the main driver of business from this campaign?

In Marketo, there is a useful tool known as “Revenue Cycle Modeling.” With this, you can tie the cost of your campaigns and associated tools to your revenue stream to quickly and easily show which marketing spends are returning value.

With Pardot, consider using the “Wave for B2B Marketing” feature. With this, you can combine sales and marketing data into customizable dashboards, allowing you to break down each campaign’s impact on ROI and dig deeper into why a customer might engage more on one channel versus another.

In HubSpot, you can track each campaign with a dashboard where you can set goals, apply a budget, and set an attribution widow. You can also view the number of visits, contacts, and customers that each campaign generated. And break that down further into the performance of each associated keyword, landing page, email, call-to-action, social post, and workflow that is linked to the campaign.

 

Integrate a CRM to MAP out your ROI

Now that you have a way to track your marketing activities in your MAP, how do you tie those back to  new business won in your CRM? Each MAP pushes marketing contact information into popular CRM software. But, how does the integration actually work?

All three of the MAPs listed above integrate with Salesforce and Microsoft Dynamics 365. Pardot is a part of Salesforce, while HubSpot and Marketo readily integrate with them.

 

Salesforce

Once you have synced your MAP with Salesforce, you will be able to record each contact’s engagement with your brand so you can track and report the impact of each campaign on the sales side. Additionally, with Salesforce you can always sync contacts who have gone through a marketing effort with a campaign to easily track new revenue. With an integration point between your CRM and MAP tools, you can easily assign Salesforce campaigns through a workflow/drip. Using this feature, the Salesforce campaign will be able to track the number of people included in your outreach, the total number who responded, and the total number of new deals associated to this effort. Like HubSpot’s campaign tool, you will be able to set goals, apply a budget, and set an attribution window for your campaign. You can also work the other way and pull people from your CRM into a new campaign and then sync that campaign with a list in your MAP system.

 

Microsoft Dynamics 365

Dynamics offers similar features and functions as Salesforce’s Campaign ROI analysis. One of the main ROI tracking features allows you to orchestrate coordinated campaigns across earned, paid, and owned channels. Dynamics lets you plug in the cost of each campaign, and then tracks what you get out of what you put in. You’ll see real-time insights into the results and attributions to see what is working and what isn’t. Dynamics also has built-in digital intelligence that alerts you to specific buyer behavior that might signal future purchases, and automated business processes to control costs of lead acquisition.

 

HubSpot CRM

For any HubSpot user that is currently searching for a CRM, you may not have to look any further than HubSpot. For tracking your campaigns, you will use the workflows or lists within the marketing side of HubSpot to pull the contacts who complete the task of your campaign, and on the CRM side you can see the full engagement that marketing has had with each contact.

The point is that with each of these MAPs, Marketing teams have the entire sales funnel in sight. Inject data collected by the MAP into the CRM used by a sales team, and you can have cross-functioning online engagement. All the data that is attached to customer interactions are at the fingertips of both teams! It’s an easy way to put sales and marketing on the same page.

What about the data?

ABM integration is the latest addition for each of the three cloud suites provides access to an in-suite business intelligence database.

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Remember, it’s all about the dashboard

If you’re an experienced marketer, you know that cobbling together a solution is completely possible—you can do a lot of MAP work with WordPress plugins, Google Adwords, a keyword tool, MailChimp or a similar email monitoring tool, Google Analytics, and Excel for reporting. The number one reason you pay for a MAP is to make reporting less labor intensive, which frees up resources for engagement and creativity. Integrating into a CRM is another feature that takes stress off internal teams as well—it automates processes that have to be done manually, like lead scoring on a shared .xls file that sales teams refer to when engaging MQLs.

The MAPs and CRMs discussed here are robust and highly functional software solutions; they automate a lot for busy marketers. You do not simply purchase one and turn on autopilot. Each MAP has an onboarding process that you absolutely must take advantage and use. It works best when you have an idea of the marketing metrics that matter for your company before signing the SLA and coming on board.

 

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