The need for ROI visibility is only increasing as marketing spending continues to grow. A Forrester study notes that digital marketing spend will reach $146 billion by 2023, growing at a 9% compound annual growth rate. With that information, we know that the more money is spent on marketing, the bigger the need to show the impact of that spend. Here are three key ways to ensure that you highlight the fruits of your marketing labor:
1. Show the worth of every touchpoint in your customer journey with lead attribution: Find where your leads are interacting with you and build an attribution model with those interaction points on the buying journey. This will help maximize ROI across the journey.
2. Translate data into actionable insights with reporting: Use your reporting functionalities in your marketing automation platform to allow you to track campaign performance at a micro and macro level.
3. Use technology to respond to your findings: Take the time to amend personalization options, shift leads based on behavior, create alerts for sales to jump in, and predict lead behavior based on interaction patterns.
