Marketers never have enough time to execute their digital marketing campaigns. The online world we live in is constantly changing, increasing the need to be efficient at everything we do to accomplish more each day to make our businesses more successful online.
Our experience has led us to one platform, Hubspot, that has the depth and breadth to accomplish every digital marketing task that is required to succeed with inbound marketing and inbound sales. The process of selecting the right marketing tools means considering how well they integrate with each other to achieve the goals of every campaign, as well as the type of analytics provided that enable you to understand the performance of each initiative and take action to improve every element.
Most analytics tools provide the marketer with aggregated data that enables you to track the number of visitors and the paths they took across your marketing assets. This, in turn, enables you to determine which portions of your marketing funnel are working and which are not.
Hubspot provides the ability to diagnose the gaps in performance, you need more than aggregated data. You need analytics that pinpoints how each website visitor has behaved on your site and throughout their journey – which actions succeed and which ones fail because you can watch their behavior on your website and how they interact with your conversion assets.
This analysis has to be provided for each visitor across all of the marketing tools – from paid advertising to web page, email to the website page, website page to landing page, to nurturing email, to social share and more.
Note to readers: This article was originally published in January of 2014 and was updated and republished on Feb 27, 2017.
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