Hi Trailblazers,

In previous newsletters, we’ve talked about various lead gen and marketing tactics to help you grow and scale… but the key to growing and scaling is not only in the specific marketing tactics you deploy, but in knowing which are bringing you the most leads and sales or overall ROI. Right?

Yes, yes, I do strongly believe in “Analysis Paralysis”… my favorite mantra is “Begin”.

But, it’s so important to have some kind of system that will help you understand what’s working and what’s not so that you can continue to grow and scale.

So, I’ve developed this step-by-step to setup a system for tracking conversions and attributing leads and sales to your marketing efforts. Let’s dive in!

Was this email forwarded to you? Sign up here.

Also sponsored by Klever Strategies, Digital Marketing Consultancy

Marketing Nugget

Steps To Track What’s Working & What’s Not 🤔

➡️ The Why:

With a clear understanding of what actions and channels are leading to conversions, you can optimize your marketing strategy, focusing on what truly works.

This not only improves efficiency but also enhances your ability to nurture leads and close sales, driving more value from your marketing spend.

Who doesn’t want that…?

Picture this:

You're investing time and money into your marketing efforts, but you're flying blind without knowing what's really driving your sales. It's like trying to hit a target in the dark.

Solution:

Implement a robust system for conversion tracking and marketing attribution. This tactic enables you to understand exactly how your marketing efforts contribute to your bottom line, helping you to allocate resources more effectively and boost your ROI.

Here’s the 8-step plan:

1 - Define Your Conversion Goals

How? Identify what actions count as conversions, setting the stage for meaningful tracking.

First, be sure you understand the difference between “events” and “conversions” - which we dive into detail in this article here.

2 - Choose the Right Tools

Select analytics and tracking tools that cater specifically to B2B needs.

Google Analytics 4: The essential tool for tracking user interactions and conversions, offering comprehensive insights into customer behavior and marketing performance with advanced analytics capabilities.

Third-Party Analytics Dashboard: Try Looker Studio or Hurree for powerful, customizable visualizations of your marketing data, consolidating various metrics and insights in one place.

3 - Set Up Tracking on Your Website

Implement tracking pixels or tags to monitor conversion events directly on your site.

Google Tag Manager: Simplify the process of adding/managing tracking codes for conversion tracking, without need to alter website code directly.

4 - Utilize UTM Parameters

Track campaign performance accurately across different channels with UTM codes (refer to our past newsletter all about how to use UTMs).

Using UTMs will help you track traffic sources such as which social media platform, email broadcast, Google Ad, or webinar drove that traffic to your landing page and also which channel converted the most leads into sales!

5 - Understand Attribution Models

Get to grips with different models to credit conversions accurately across the customer journey. We explain which attribution model to pick in more detail in this article.

6 - Integrate CRM and Automation

Link your tracking by integrating your Google Analytics 4 account with CRM and marketing automation tools for a holistic view of the customer journey allowing for more precise marketing attribution.

7 - Review and Optimize Regularly

Continuously analyze your data to tweak and improve your strategy for better results.

Create an analytics dashboard for each campaign or funnel so you can easily pull up their performance.

8 - Ensure Privacy and Compliance

Be diligent about user privacy and regulatory compliance while tracking conversions. Consider adding a user consent pop-up to your website.

The Bottom Line?

By setting up conversion tracking and marketing attribution, you're not just gathering data—you're unlocking actionable insights that can significantly OPTIMIZE your B2B marketing strategy, leading to more leads, better nurture strategies, and increased sales.

Start now to make data-driven decisions that will allow you to grow and scale.

Want me to set it up for you? Schedule a 20-min consult here.