I’ll begin this post with a few cold, hard facts about modern marketing and the role it’s now earned due to staking its claim at the table of all other business units in the failure that is the modern enterprise.
To be effective as a marketer, you should be able to – at minimum – tie every single lead, customer acquisition and dollar of revenue earned back into a marketing initiative that created them.
This is how you can prove your worth as a marketing professional, and how you can better understand how to more efficiently reach your target audience.
The 8 Essential Steps of a Closed Loop Analytics Roadmap
Visitor Arrives on the website
Cookie is set to track the visitor and their referral source
The visitor browses your website or mobile app
Cookie will continue to track the visitor’s actions on the web
Visitor fills out a form to gain access to a piece of intellectual property
A marketing automation tool, landing page software, CRM tool, or manually – a team member converts the visitor into a lead
Sales lead receives email or clicks an upsell and converts to a customer
Attribution of customer acquisition to the online visitor’s referral source