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How does Web analytics figure in your marketing strategy and tactics?

Brian Kardon, CMO, Eloqua

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"At Eloqua, we take the subject of digital body language seriously. We are a very left-brain group. Of all our sources of closed business, Web leads (from natural and paid) convert at the highest levels and have the shortest sales cycles. We try to ensure that Web-based leads are quickly routed and followed up within an hour of a form-fill submission. At a more strategic level, we look at Web analytics to measure the health of our brand--for example, how often is the name “Eloqua” searched? Web analytics are also central to our testing philosophy. We use A/B testing to continually optimize page layouts, offers and messaging."
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