Analyzing key marketing metrics via a dashboard

Using Metrics to Tune Your Marketing Machine

All marketers know there is no end to the amount of “things” you can do to promote your company, products, services, and your leadership.  Good marketers know that you can’t and shouldn’t try to do everything. Great marketers use metrics to fine tune their marketing machine to focus in on the things that work, tune the things that need to be changed and quite frankly kill the projects that don’t generate results. So unless you have an unlimited budget and resources, being data driven is the only way to roll.

At the end of the day, the only thing that matters is revenue. Everything else will give you the warm and fuzzies and vanity metrics are great for a pick me up, but if you aren’t making money you need to question why you are doing it. Not only that, but if you can’t measure it, don’t do it.

Dashboards

Our team here at Versature is extremely open and we share our operational data with everyone in the company. In fact, we have leaderboards, dashboards and other metrics on various big screens in all areas, so we always know where things stand for all departments.

In addition to the high level shared executive and departmental dashboards, marketing has a series of dashboards that measure all aspects of our activities.

We don’t just monitor our metrics but set targets which we as a marketing team, need to achieve every month.  Our team has goals for web visits, conversions, leads, blog content, adspend ROI, case studies and more.  These are hard numbers that are measured as a pass or fail.  If we pass, the target numbers increase.

The Dashboards we use to monitor our marketing operations and channels including:

  • Marketing Executive Dashboard
  • Paid Digital
  • Organic Web
  • Inbound
  • Outbound
  • Social
  • Email
  • Events

We use Klipfolio for our marketing operations dashboards which make it easy for us to compare year over year and month over month performance, set goal lines, analyze trends and easily see which marketing channels are performing well and where we need to tune.  It also allows us to connect to the most popular data sources like Salesforce, Google Analytics and Adwords to name a few.

Klipfolio Sample CMO Marketing Dashboard

Klipfolio Sample CMO Marketing Dashboard

Call Statistics

Each of our campaigns has dedicated phone numbers to:

  1. provide a local experience
  2. provide a toll-free experience
  3. monitor success of a campaign

Using dedicated phone numbers we can tell which campaigns drove the most calls and which numbers (campaign, geos, local, toll-free) brought in the most leads.  This provides us tremendous insight into the behaviours of our potential customers and which approach works best for a type of campaign.

For outbound campaigns we can monitor call volume, length, geos targeted and sales support quality through call recordings to make sure we provide the best service possible.

Call Integrations

We leverage our phone integrations with Salesforce.com and Social Caller ID. For inbound and outbound calling to give us an easy way to enter prospect info and know which customer is calling before we even answer the phone.

Salesforce

Outbound call details are easily recorded into Salesforce with a click of a button directly from a sales development representatives browser.  They can quickly record date, time, length and details of a call as they happened to improve reporting and data quality. Being a data-driven marketing team means data quality is the highest priority!

Social Caller ID

We know who is calling using the Versature Social Caller ID browser plugin that showcases social, address and web data for the caller so we can easily pull up their Salesforce record and provide the best service with every contact.  

Request a demo to see how we can improve your business communications!

 

About Anastasia Valentine

Anastasia Valentine is the Chief Marketing Officer at Versature leading the marketing and sales organizations. She is an award-winning product strategist and brings a wealth of experience to the Versature team. Anastasia has a solid track record of over 20 years of experience bringing products to market from idea through to commercialization globally. Anastasia has held leadership, technical and marketing roles organizations such as Sandbox, Cognos, IBM, Jetform/Adobe and with technology startup companies. She leads the multi-disciplined marketing and sales development teams at Versature using a customer-centric and data-driven approach to provide long-term strategic vision and day to day tactical direction. Anastasia is a strong advocate for women in STEM and regular keynote speaker at industry conferences.