- Set it up. Marketers and IT too often don't communicate; as a result, analytics are not always in place.
- Establish baselines. By setting baselines, it's easier to determine what impressions, clicks, bounce rates and other metrics actually mean in relation to each other and over time.
- Define goals and objectives. Is success defined by contacts or clicks? Digital downloads or videos viewed? With baselines established, goals and objectives can be used to measure online effectiveness.
- Measure and optimize. Evaluate key performance indicators and strategize improvements to meet goals and objectives on a regular basis.
- Track micro-conversions against sales. Because of the long sales cycle in b-to-b, there are many touch points and influencers in the decision process. By taking a methodical approach and testing each online segment, marketers can see where to invest their time and resources in relation to sales.
Jeff Woelker, senior digital strategist, Slack Barshinger