If your business has an online component, integrating analytics and CRM can provide you with a lot of incredibly valuable information that you can use to grow and build your business.
More than just counting leads
Most people fall into the trap of simply counting the number of leads that they generate using their analytics. This is not the most efficient use of your analytics software. Using Goal Conversion Rate and Cost Per Lead or Cost Per Acquisition can help you to keep track of how well your marketing campaigns are doing at attracting customers, but wouldn’t it be great if you could go beyond that and keep track of how well your leads convert?
Tying sales data and analytics data together would help you ‘close the loop’ and identify gaps between your marketing team and your sales team. Is your sales team bringing in the wrong kind of leads, or is your marketing team losing customers that could be great prospects? With the right data, and some carefully constructed A/B testing, you can answer that question.
Integrating your analytics and your marketing data will allow you to make marketing decisions that are driven by your sales data. You will be able to maximize your ROI by focusing on channels that are actually performing well, use your revenue and your lead quality to narrow down your marketing efforts, and stop wasting time on non-qualified leads.
Track any campaign
Most online businesses use a combination of PPC, SEO, email marketing, display advertising, and social media marketing to reach their target audience.
With the right tools, you can track any campaign. Google Analytics makes it easy to track AdWords and social media, as well as email marketing and other forms of online marketing, but if you configure your CRM tracking correctly, you can also track offline marketing such as leaflets, posters, print advertisements and radio advertisements.
It may seem like a cliché, but information truly is power. The more you know about your customers, where they come from and how they behave, the easier it will be to scale up your marketing efforts and grow your business.
If you aren’t using your CRM data, then you are missing out on a huge opportunity to improve your ROI on your ad spend, and to reach new and potentially valuable customers with your marketing.