How many articles have you read throughout your career about how to measure your marketing efforts? What have you learned from them?

The truth is that almost all of them say the same thing: measure open rate, inbox deliverability rate, click-through rate, bounce rate, customer satisfaction through surveys AND MOST IMPORTANTLY, isolate and track the links each new client clicked through from so you can calculate the ROI of your campaigns.

  • Number of visits to the website
  • Number of visits to the website
  • Conversion rate for digital campaigns
  • Number of likes and shares etc. on social networks
  • Number of emails sent, click-through rates, open rates, and bounce rates for email campaigns
  • Results of the few customer satisfaction surveys that are received

But do these statistics really add value? I’m sure you’ll agree that marketing departments and company directors need a lot more.

In previous articles (create hyperlink to blog post 1) we talked about how high-performing marketing teams use customer journey strategies to deliver better results and really differentiate themselves from others. We also discussed how these strategies require mapping all the touchpoints that current and prospective customers have with a brand in order to develop personalized journeys.

These journeys should include personalized content across all channels. This should be shown automatically to each person at the appropriate moment according to the market segment and stage of the purchasing cycle they are in.

It is time to measure better and faster.

It is almost impossible to achieve success in marketing today if this tracking is carried out using traditional methods such as Excel tables. A customer journey strategy NESSITATES HAVING A PLATFORM with the following functionalities:

Create a single view of everything that is happening with each current or potential client:

This is where you should be able to see everything that has led to this person reaching the stage they are in. You should be able to see what emails they received, which ones they opened, which ones they didn’t, what links they clicked on, what they downloaded (presentations, brochures, coupons, etc.), and what forms they filled in. In addition, among other things, you should have visibility into which of your website pages they visited, when, how often, and how much time they spent on each page.

Imagine what you can do with all this information. You will know the exact details of the journey the person has made thus far and you can use this data/information to segment, improve your marketing activities, or replicate this type of campaign for other products, services, and initiatives.

Source: Salesforce study "State of Marketing 2016"

The information should be available in real time:

You can have a complete profile of each person and their activities, but if it is not in real time it is meaningless. You need to have the ability to see if a person made an online purchase or filled in a form the instant it happens. Reports generated on a periodic basis will already be out of date, with the result that you’ll be designing marketing activities for the past and not the future.

Source: Salesforce study "State of Marketing 2016"

And how should all this information be used?

Each action undertaken by your current and potential customers should trigger automated responses created by your company to continue personalizing the customer journey. For example: If a customer clicks on email A, then they will see image A on the website, but if they click on email B it will show image B.

In addition, it is very important for B2B companies to move each prospective customer through the sales funnel. For this to happen, you should be able to assign scores according to each action carried out on customers’ journeys and these scores will automatically position the customer in the corresponding/relevant step in the funnel.

In the end, ROI is the winning metric:

Increased sales are really what count, so you need to be able to see, in real time, what specific activity or campaign is bringing you revenue. If sales are not increasing it means something is not working and you will have all the necessary information at hand to know exactly what it is you need to change.

This is how to measure the efficiency of a Customer Journey! Interested in learning more?

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