Since 2009, motum b2b has partnered with marketing automation service provider Pardot, using its cloud-based services to create data-driven campaigns for our clients.

Integrating Pardot into many of our clients’ campaigns helps motum b2b create lead-nurturing strategies that are both effective and accountable. Clients can clearly see what’s working and what’s not and what kind of ROI their campaigns are achieving.

However, it seems that motum b2b clients are ahead of the curve. A Pardot-sponsored survey released this week found that:

• 20% of marketers don\'t measure marketing-sourced leads at all
• 30% are not tracking advanced metrics such as marketing-sourced opportunities
• 35% of marketers surveyed are not using lead nurturing for less qualified leads
• Nearly 30% are lacking the tools needed to track leads throughout the sales cycle

However, the survey also found that 80% of respondents said that they planned to focus more on marketing metrics in 2012. Eighty-five per cent said they require leads meet a certain criteria before being passed to sales.

The tools, data and analytics provided today by companies such as Pardot leave no reason why analytics should not be at the core of every b2b marketing decision.

We’ve seen the difference it can make: Warm leads not cold ones. Targeted engagement with those most likely to become future customers. Happier clients who can see their marketing efforts working. Clear direction for areas of strategic improvement. More accurate ROI.

If your business would like to find out more about marketing analytics and our data-driven approach, give us a call. We’d be more than happy to walk you through our process.

Photo: woodleywonderworks / Flickr Creative Commons

Categories: Blog

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