What is closed loop marketing?

Closed-loop marketing relies on data from sales teams to ascertain what happened to the leads they received. Marketing takes the information to help them understand the best and worst lead sources, thus “closing the loop”.

There are three levels of site visitors that you want to capture from their first point of contact with your site. These include information seekers, product comparison, and buyers.

INFORMATION SEEKERS

When visitors come to your site, approximately 75% are looking for information. They need to know that your product or services can meet their perceived need. They find you through a myriad of marketing tools, which can be part of your campaign: blogs, articles, podcasts, e-books, e-newsletters, reports, whitepapers, etc. This is how you draw them in and tag their source of entry even before they provide you their information.

COMPARE AND CONTRAST

The next level, 23%, are seeking information for comparative purposes. They want to know what you do better than your competitors. They may have come to you via social media or other forms of key information on your site, such as About Us, FAQs, and client testimonials. This is the point of engagement–where you can associate their source with them personally, and continue to track their activities toward the sale.

ACTION TAKERS

The final level, 2%, are ready to buy now. These people have done their research and are ready to move forward with your company. Closed loop marketing enables you to track these people through the research and evaluation processes on your site.

Overall, an effective closed loop marketing strategy enables you to discover your true marketing ROI through a targeted campaign, through which the results are attributed to the associated campaign, and then tied it back to actual sales results.

Summary

Closed-loop reporting is critical to understand and build an effective marketing strategy. Marketers rely on the ability to accurately associate leads, customers, and costs associated directly to the initiatives that ultimately generate a revenue stream. This type of marketing helps marketers better target their audiences with campaigns that work.

Key Performance Evaluators (KPIs)

Effective marketing leaders understand that they need information on the key dimensions of performance and that this can be achieved by drilling down to what are known as Key Performance Indicators (KPIs). KPI is a metric used to help strong CMOs evaluate and demonstrate how they are performing against key business objectives. Much like a GPS gathers information to help you reach your pre-programed destination, organizations use KPIs to evaluate their success at reaching targets and adjust course as needed.

An effective and insightful CMO uses KPI’s as leading indicators to measure the effectiveness of your marketing initiatives, supported by closed loop marketing. Simple KPI’s include: web site traffic, contacts, social engagement trends. Advanced KPI’s get into conversion rates, conversion rate goals, user types, time on site, visibility (keywords and keyword ranking, new and return traffic), transactional (cost, value, and loss of transactions), and social media interaction.

KPIs, simply put, are about drilling down to the data, analyzing the data against the performance metrics set in place, and providing leadership teams with greater business insight. This equips leaders with real information through which better business decisions can be made.

CRM

Customer Relationship Management (CRM) software is designed to help companies view their customers from a 360 degree perspective. Sales, marketing, and customer service teams use CRM tools to help drive the best customer experience possible.

CRM software enables marketing teams to track campaigns from start to finish, as well as measure engagement and ultimately ROI for every dollar spent in engaging prospects. Salespeople use CRM tools to engage leads generated from the marketing campaigns, and track all resultant activity to the point of a sale. Leadership teams pull marketing and sales data based on their respective activities within the CRM tool indicating how successfully marketing campaigns are generating lead sources for sales.

There are hundreds of CRM tools on the market today. One of the most widely used is called Salesforce, which is the largest global, entirely cloud-based CRM tool used by companies and organizations of all sizes. They house platforms, or “clouds” to help companies manage their marketing, sales, service, app, and industry-based strategies. Each component is treated as “plug and play”, can interact with other Salesforce components, and also works with other software companies to maximize marketing and sales results.

Other CRM tools on the market include:

zoho
pipedrive
MS-Dynamics
infusionsoft
Insightly
pimcore
salesforce
Hatchbuck
HubSpot

For a more comprehensive list of CRM tools

How can E-Allies help tie all of this together?

E-Allies takes a broad look at all you are doing to drive traffic to your site and helps you capture visitor information strategically so as to engage them through rich content and track what they are doing on your site. This helps you develop a good marketing strategy to eventually convert them to a lead.

  • A new site visitor makes its way into your reporting system so their activity can be tracked as they move throughout your site.
  • ROI can be attributed as the visitor’s activity is tracked, even before an official persona is created. Once they provide the necessary information to create a persona, we can match their activity to further understand their purpose and objective for being on your site.
  • Engaging content exchange can prompt visitor conversion, which enables you to create a formal identity for each unique visitor.
  • Measure client activity to measure marketing performance through a robust CRM and marketing automation platform.

What is Marketing Automation?

Marketing automation takes all of the repetitive marketing tasks such as email, social media, article rotations, and other web-related activity, and automates it using integrated software solutions. The objective in marketing automation is to generate lead-nurture campaigns that effectively drive more prospects to the top of the funnel.

Throughout the sales and marketing process, all of the automated marketing activities should happen through a well-thought out strategy. Using marketing automation software effectively allows strategic, ongoing lead nurture which drives viable sales prospects.

Marketing automation software helps tie together all of the activities in one location, including CRM management. Some of these systems include Hubspot, Pardot, SharpSpring, and Net Results.

E-Allies Marketing Automation Services include

  • Designing marketing campaigns
  • Creating, customizing, and programming emails
  • Programming company websites
  • Generating analytical reports
  • Creating and managing follow-up programs
  • Programming landing pages and contact forms
  • Managing social media accounts

E-Allies Marketing Automation Software Programs

E-Allies offers three top-of-the-line marketing automation software options at discounted prices. HubSpot, SharpSpring, and Net-Results allow users to take control of their full marketing life cycles and lead-nurture activities. With customizable workflows, marketers can optimize their own websites, emails, social media, and sales processes to naturally convert high-quality leads.

Our Success

We implement and manage marketing automation software so you don’t have to. Our team delivers proven value to software companies by tackling implementation and customization, which allows companies to do what they do best.

Analytics

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars.

In a recent Forbes article, senior marketers indicated they are using marketing analytics less than in very recent years. Their reasoning is simple: they don’t feel qualified or properly informed to properly analyze and make key decisions related to the data they receive.

“Marketers cited a number of factors that prevent them from using analytic… Almost one third reported that the biggest factor is the lack of processes or tools to measure success through analytics. This suggests that companies have not thought through how analytics will enter the decision making process or how analytics will help marketers understand the effectiveness of their actions. The second largest barrier is that firms lack people who can span the world of marketing analytics and marketing practice. This divide between rigor and relevance requires boundary spanners that are either analytical managers or analysts with managerial insight. Either way, there must be human capital that can connect the dots between marketing practice and analytics. A prior CMO Survey found that only 3.4% of senior marketers believe they have the right talent to play this role.” –Forbes February 2017

This is where a good CMO can come in and provide leadership, structure, and focus to analyzing data and marketing performance, and directing the path needed to help marketers use the information effectively.

Areas in which analytics come in to play include social media, website data, CRM analytics, and e-mail campaigns. The more information gleaned from each resource, when analyzed properly using strong marketing automation tools, presents a strong picture of marketing ROI and helps marketing make course-correction decisions as needed.

How can E-Allies help pull all of it together for you?

E-Allies offers results-driven marketing services from an award-winning Senior Sales & Marketing Executive with proven success in identifying new business opportunities, developing and building strong partnerships, and introducing game-changing software solutions to drive revenue and market share growth.