Once you’ve gotten a taste of the power of data to transform your sales and marketing efforts, there’s no turning back. That’s why we asked the panelists at our recent data-driven marketing meetup to share their picks for the must-have data and tools they currently have access to that have transformed their jobs. Here’s what they can’t live without.
Business Intelligence (BI) Platforms
BI platforms, such as Tableau, are providing more granular insights to sales and marketing organizations around the KPIs that matter most to them. While much of this data used to be related to analytics or data science teams only, more and more companies are providing direct access to this data to sales and marketing leaders, with the goal of making more informed, data-driven decision. One such platform, Tableau, produces interactive data visualization products focused on business intelligence.
For AdRoll, Tableau has allowed employees throughout the organization to gain access to information sets that were previously difficult to obtain, resulting in improved decision-making throughout the organization.
“Everyone has access to it,” said Sam Trachtenberg, VP of Operations, AdRoll. We really use Tableau to monetize data here at AdRoll also. I think that’s been a transformative here at AdRoll.”
Marketing Performance Solutions
Marketing performance solutions, such as ones that track attribution and the marketing funnel, have become more and more critical to many marketing organizations. They were built to provide a clear picture to marketers on their quantitative impact on the business through their marketing programs. Without a tool like this in place, some marketing organizations struggle to accurately track the impact of their marketing campaigns and measure ROI.
Full Circle Insights integrates with marketing automation platforms to deliver reliable marketing data inside Salesforce.
At New Relic, the ability to get all of the data with our funnel, and conversion rates and velocity in one place transformed the sales and marketing operations teams. “I think it was a huge driver to actually making our execs choose to merge those two teams together, because I think they were realizing the value in marketing ops and sales ops working together,” said Maria Stopak, Senior Manager, Marketing Analytics, New Relic.
For Eventbrite, Full Circle has given a more accurate picture of the non-linear customer journey.
“Full Circle Insights really helps us track the customer journey,” said Julia Campbell, Marketing Operations Manager, Eventbrite. “When somebody’s been decisioned out and comes back in the pipeline, really understanding how many times does somebody have to go through the pipeline before they convert. There’s actually various levels and stages of the market.”
Social Attribution Tools
Social attribution tools, such as Edgar and even Google Analytics, allow marketing to measure the impact of their social marketing efforts. Marketers understand that social referrals and influencer reviews play a significant part in the buying process. At Eventbrite, they’re delving into their social attribution process to better understand the way social affects the buyer’s journey.
“To be able to understand, okay, if somebody goes to this particular page on our blog, what are the next steps for them?” said Campbell. “What other pages do they go to and see once? And really tying that with our insights.”
In addition to these solutions, with People.ai, sales and marketing organizations can gain complete visibility into all of the activities along the customer buying journeys, and remove the hurdle of manual data entry into the CRM. See for yourself by scheduling a demo today.