Close your eyes and imagine yourself at a desk in a small office attached to a production facility. You work for a company that makes a product imperative in real estate construction (you tend to target general contractors). You’re a B2B marketer, and you don’t have a marketing agency and you’re a team of one.
You sit down one week after launching a new product and open Google Analytics to find a lovely spike in traffic, great average time spent on your site and your bounce rate is low. By all accounts, your metrics seem great. So why isn’t the phone ringing?
In B2B marketing the success of your campaigns depends on getting your message to the right person. If you are marketing towards person A, but you’re reaching person B, the chances are good that your marketing will fall flat.
So, are you reaching the right people? How do you know? What types of marketing analytics are available to help you determine if your marketing is well targeted, or more importantly, messaged to the people you’re reaching?
Great news: LinkedIn is ready to help solve the puzzle.
B2B marketing analytics for every industry
Capitalizing on their position as the largest professional network in the world (500+ Million members), LinkedIn has harnessed the power of its massive database of user data to create an incredible new product for marketers, LinkedIn Website Analytics.
Going back to the example above, with the analytic tools currently at your fingertips (Google Analytics, etc.), it is hard to know if you are reaching the perfect audience (contractors). You have access to general demographics, but you don’t know job titles of the people you’re reaching.
That’s where LinkedIn comes in, they have the job titles, industry, seniority, etc. for nearly every LinkedIn member and with their new analytics tool, they can tell you if your reaching architects, or an entirely different group of professionals.
For the first time, courtesy of LinkedIn, you can have access to a host of new information about the traffic that visits your website, including:
- Job title
- Job seniority
- Job function
- Company size
How much does LinkedIn Marketing Analytics cost?
Amazingly, is it’s free (thanks, LinkedIn)!
How does it work?
What’s the benefit to B2B Marketers?
Access to great data allows you to be a more strategic marketer.
Going back to our construction marketing scenario, with this new data, the best case scenario will be to find that you’re reaching the perfect audience: contractors.
But, there’s a chance you look at the new data and find that you are reaching an unintended audience, perhaps architects.
Or, maybe you find out that you have a potential buyer you never imagined, like architectural engineers.
Knowing this information will allow you to tweak creative direction, copy, distribution, advertising and more to match the needs of the people you are reaching. As they say, knowledge is power.
Can I have it now?
Not quite yet, but very soon. Read more and track developments here.
I don’t know about you, but I am excited to test this out – I’ll soon know if the people reading this article are marketers (wait, are you?).