4 Marketing Analytics That Matter for Driving Higher Revenue | Public Relations & Social Marketing Insight | Scoop.it

Too often marketers talk about activities instead of outcomes—for example, how many campaigns  they ran, how many trade shows they participated in, how many new names they added to the lead database. These are metrics that reinforce the perception that marketing is a cost center, not a revenue driver.

To change that perception, marketers need to start talking about how their programs impact the whole sales process, with revenue being the core focus.

Instead of seeing marketing activities in isolation, marketers need an end-to-end view of buyer engagement. It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. It’s about tracking all the touch points at which a prospect connects with your marketing programs, and measuring those multi-touch impacts.

So how do you do it? Here are four marketing analytics for demonstrating marketing’s ability to drive revenue:...